Graphic designers: time for a new name?

[CHRISGEE]

Graphic designers need a new name!

So says Errol Saldanha on his website Beyond Graphic (http://www.beyondgraphic.org). I have long felt that the term "graphic designer" was outdated and obsolete, apparently others agree. Says Saldanha:

As graphic designers, we've been so busy defining our client's identities that we forgot about a far more important identity: our own. Ironically, the entire communications industry is in a state of self-inflicted confusion: marketing, advertising, corporate identity, branding, web design, new media, multimedia, interactive, packaging, graphic design. We have accumulated so many terms -- old and new -- that people in our own industry don't understand what we do, yet alone our clients. Many of these titles have become obsolete -- especially "graphic design".

The term "graphic" limits the advancement of our industry. Graphics refer to pictures and images -- not strategies, concepts, words, sound, or animation. With the digital revolution, graphic design has truly moved beyond graphics. Today's graphic designer has outgrown the job title. Some have tried to combat this by dropping the descriptor and calling themselves "designers". However, this is a vague term that confuses people and bundles us with other types of designers (interior, industrial, fashion etc.).

Sounds reasonable enough. I mean, who sits around and only designs graphics? Many of the same points Saldanha makes have been made by the likes of Clement Mok and the AIGA when they launched the Experience Design initiative (http://www.aiga.org/content.cfm/content.cfm?contentalias=what_is_ed) a few years ago:



A different approach to design that has wider boundaries than traditional design and that strives for creating experiences beyond just products or services

The view of a product or service from the entire lifecycle with a customer, from before they perceive the need to when they discard it

Creating a relationship with individuals, not targeting a mass market

Concerned with invoking and creating an environment that connects on an emotional or value level to the customer

Built upon both traditional design disciplines in the creation of products, services, as well as environments in a variety of disciplines.




Interesting stuff! Beyond Graphic goes on to make some more interesting points:

Although our expertise creates value for business, we are not valued as professionals by the business world. Compared with the average advertising budget, graphic design fees are minimal. Businesses spend millions on marketing or advertising, but only thousands on graphic design.

It's easy to understand how our expertise and services are not taken seriously. As much as the graphic design community has worked over the years to educate businesses, few people really understand or value what we do. As a result, graphic designers are not considered crucial to an organization's success. Graphic designers get little respect in the boardroom and are constantly trying to justify their existence to clients. Are we fighting a losing battle by promoting obsolete terminology?

I know we designers hate change but this is something we should consider. A new name. Re-brand OURSELVES. The time has come. Clarity begins at home.

[Patrick Shannon]

You and your quotes make very valid points, and I think the term "graphic designer" has earned some sort of "stigma," heck you even have job ads in the paper stating "no graphic designers" or some variant.

I say we change it to "porn star" :D

[Image]

How about "Ultimate Pimp(tress)"?

[Image]

Damn you, patrick, for hitting the post reply button before me!

[morea]

lol @ you guys!

It's a good thought, but how would you implement it?

[Mynock]

My last job at the quick printer our boss wouldn't let us call ourselves Graphic Designers, we were Graphic Artists. Now I don't real care. I'm the Graphics Department or just Designer. When people ask me I say I'm a graphic designer, but I don't really care for titles all that much right now. I was when I came out of school, but now I value other things more importantly. I'll have to rack my brain and come up with some creative titles to replace our current one.

Hey! If we change our title we have to change our forum. We couldn't stand by the old Graphic Design Forum. There would surely be a power struggle if we had to move.

[CHRISGEE]

It's a good thought, but how would you implement it?

Dunno. But at one point in our industry's short history, we were called "Commcial Artists", then "Graphic Artists" and then "Graphic Designers".

Maybe our more experienced members who were around can tell us how the names changed in the past?

[Patrick Shannon]

lol @ you guys!

It's a good thought, but how would you implement it?

Duh, hit the cheesy 70's twang music whenever an exceptionally hot client walks in.

[morea]

At the print shop where I used to work everybody in our preproduction area went by the title "Prepress (or Digital) Technician".

[CHRISGEE]

At the print shop where I used to work everybody in our preproduction area went by the title "Prepress (or Digital) Technician".

Which conjures up the image of a person who simply operates a machine.

I'm not sure what I'd prefer but I think graphic designer has to go.

[steve-o]

I think "designer" is accurate. It's the "graphic" part that needs modification.

[morea]

Which conjures up the image of a person who simply operates a machine.

hey, don't look at me! When I was little I used to tell people that I wanted to be a cat when I grew up. http://mysite.verizon.net/amthibodeau/coolcat.gif

[chalsema]

The name of the program I'm in at college is "visual communications design." How about "Visual Communicator?" *shrugs*

[LavaMan]

My business cards say "Creative Consultant" on them.

[DeleteYourself]

Chalsema beat me to it. I think Visual Communicator, or something similar works well. Perhaps Visual Communications Engineer or Visual Communication Specialist.

Or, perhaps Visual Communicating Pimp Star?

[CHRISGEE]

The name of the program I'm in at college is "visual communications design." How about "Visual Communicator?" *shrugs*

I like the "Commuicator" or "Commuication" aspect. I agree with Steve, though that "designer" is not the problem in the name.

http://dictionary.reference.com/search?q=design

1. Design
a. To conceive or fashion in the mind; invent: design a good excuse for not attending the conference.
b. To formulate a plan for; devise: designed a marketing strategy for the new product.
2. To plan out in systematic, usually graphic form: design a building; design a computer program.
3. To create or contrive for a particular purpose or effect: a game designed to appeal to all ages.
4. To have as a goal or purpose; intend.
5. To create or execute in an artistic or highly skilled manner.

[morea]

I personally *love* the way Jeff Fisher refers to himself as an "Engineer of Creative Identity", but that title is uniquely his.

What we need is something that emphasizes the value in what we do.

[CHRISGEE]

I personally *love* the way Jeff Fisher refers to himself as an "Engineer of Creative Identity", but that title is uniquely his.

What we need is something that emphasizes the value in what we do.

I agree on both points. Jeff is the man!

[defjoe]

how about "Takeituptheass-ers"

that would be the most accurate

[steve-o]

Not sure how many of you saw this interactive graphic from the NYTimes, but it is an interesting toy to calculate your "class status".

They have a job prestige meter as part of the formula. Here are some interesting measurements regarding job prestige. As designers, perception is part of our business, so you can see here how certain jobs are regarded in terms of prestige (lowest to highest):

Plumbers = 42nd percentile
photographers = 43rd percentile
cartographer = 44th percentile
Designer = 46th percentile
Artists = 48th percentile
Electrician = 51st percentile
Librarian = 56th percentile
computer programmers = 65th percentile
writers/authors = 66th percentile
Editors = 63rd percentile
Secondary School teachers = 71st percentile
Engineers = 77th percentile
Architect = 80th percentile

So, like I said, while "designer" is not a problem when it comes to an accurate description, it doesn't have as much value associated with it (at least according to this interactive toy) as say architect or engineer.

http://www.nytimes.com/packages/html/national/20050515_CLASS_GRAPHIC/index_01.html

[Broacher]

I'm reading a new book called, 'Wordcraft : The Art of Turning Little Words into Big Business' by Alex Frankel. The book explores a lot of the work that places like Lexicon do in order to mutate, and influence our language --for commercial profit, of course. It's amazing the money and time that's put into things we never really notice at first-- like 'PowerBook' or 'Blackberry'. It's no small task to rebrand a whole profession.

Something I've always wondered about is how "Systems Analysts" got swiped up by the IT crowd. In my view, that describes much more closely what we do--only we do it with communication and culture, not just machines. And there's something inherently 'smug' about the word system. It's like saying you've got the big picture, oh yeah. Hoo boy. And analyst-- well! Doesn't that just say something too complex for mortal minds to attempt?

"Communication Systems Analysts"? Or maybe, "Creative Systems Analysts"? Creative tends to be another 'ooh' word. I'd avoid 'consultant', or 'specialist'-- most of us distrust it by now as it's been ruthlessly abused to so many others.

See, the problem with the word 'graphic' is that it has too many negative, or even 'disposable' associations. "You want graphics with that?" In communications, it's almost like saying, "You want something to drink with your meal?" Graphic technology has made the term graphics so meaningless--at least in any real attempt to describe specialized design services. And it's the pairing with 'Designer' that makes it even less meaningul. I mean, if SA were called "Code Designers"-- would they make as much?

[CHRISGEE]

Great points, Bob. You're absolutely right, a great deal of thought goes into the naming of products, companies and yes even industries.

I don't know the answer, I only know that "graphic designer" is now WAY obsolete and doesn't speak to our core value.

[G-Man79]

The avenues on which we traverse differs from one person to the next. It seems the only way to phase out the term "graphic designer" is to stop using it. Think about what you've done in your career and develop a title that suits you best. For example, I refer to myself as a Multimedia Communications Developer.

Primarily: Multimedia. Whatever platform the clients want to stand on, we help them get there. Web, radio, newspaper, etc.

Secondly: Communications. I work within a PR shop. Communications with media and the public is the core purpose of the company. We help deliver messages on behalf of our clients to various parties. I play my part by researching, proofreading and designing a wide variety of materials.

Thirdly: Developer. In a nutshell, this is what I do. Develop. Whether it's on my own, with guidance from supervisors and/or clients. Draft after draft, sketch after sketch, I'm developing what will eventually become the output.

Dumbing down for clients and the general public will only lead to the continued marginalizing of our work. Today's business environment is multifaceted in just about every which way you can imagine. Our titles should reflect the important role we play in that environment. You always hear about upper executives with titles like " Senior Vice President of Strategic International Marketing". And they have those titles because they feel and they company feels that what they're doing is essential to the mission of the company. Changing the professional perceptions of "graphic designers" starts with title itself. If brought about in the right way, this notion can change the landscape of modern business.

[benjo]

How about something like "Media Design Analysts"?

See I do both web and print, both administrative and clerical extras fall under that umbrella and as stated we do a hell of a lot of analyzing. How do we communicate what we do as a profession? If anyone we can come up with the proper title.

Hell I’m willing to slap it on my new Business Cards once they go to press.

[Ghastly]

Concept Controller

[Vinegar]

I went to an interview for a graphics design position last week.. When the interviewer asked me if I had any questions I asked him what his title was to the company.. He smiled and responded "Graphics God"

I think we have a winner :)

[CHRISGEE]

What do you guys think of "Experience Design"? I first heard it mentioned by Clement Mok when he was back at AIGA and Bob Jacobson wrote an article on ALA about it as well:
http://www.alistapart.com/articles/experience/

Incorporating in design practice the knowledge provided by ethnographers, phenomenologists (scientists of “experience”), sociologists, psychologists, historians, storytellers, and other design disciplines is another challenge facing designers. Experience design is a wildly popular new paradigm that may provide a solution. Experience designers strive to create desired perceptions, cognition, and behavior among users, customers, visitors, or the audience. Experience designers of many specializations successfully work with each other and with non-design professionals. There are real synergies in cross-disciplinary design.

[Jay McLaughlin]

I do executive colouring in!


but erm.. yeah... My course title at uni was Visual Communication rather than graphic design. I agree that the word graphic is wrong for us now, and as much as i like it, the word creative is getting too over used.

We need words that aren't associated with crap daytime tv. Too often I see a programme on with design somewhere in the title, only to find out it's someone painting their living room in a horrible colour!


Visual Articulator
Consultant for stuff you can see
Creative Media Analyst
Visual Producer

[Mynock]

I filled out the interactive toy as you called it, to the best of my knowledge. And I rank out on average right where my occupation percentile is. So, my job determines my overal class.

[uncle carbunkle]

when i was in university, the entire 'graphics' department had just been renamed 'communication design'.

call it anything other than communication design, comdes, or descom and the head of the department would throw a wobbler.

i never understood what the big deal was until i started freela-*UH*, i mean, UH, INDEPENDANTLY FACILITATING BUSINESS AND MARKETING SOLUTIONS...

yeah...yeah, that's it, yeeeaah...

[Broacher]

'Experience Design'? While I appreciate the concept, the word 'experience' is so broad, you could apply that to almost any job. And I guess that's the point-- the whole cross-discipline thing. But as you probably know, many people feel uncomfortable with those of us who can cross multiple skill zones. It almost works against you to be too broadly skilled, IMO. And to many, It ends up smelling just too flakey.

One of the interesting things I tend to notice is how graphic design jobs and graphic design trainings get categorized in businesses, schools and by government.

I've seen places where the designer posting is in the marketing dept, the public relations dept, media services, or even IT services-- or some combination. College programs wander around too. In the college I work for, the graphics training program is awkwardly administerd under the umbrella of the technology division-- the computer, electronic, and high tech engineering kind of stuff, even though we have programs for public relations, and stuff like broadcast journalism under completely different divisions. What's more ironic is that they have a minimal amount of high tech labs-- the emphasis is much more on traditional art fundamentals such as drawing, type design, and lots of real media work. And yet, I've seen design training in other places in the business division.

As for government, here in Canada, graphic designers have been lumped together for job statistics and income tax purposes under the misleading title, "Graphic Designers and Illustrators" which apparently includes:
-advertising designer
-animator
-cartoonist
-commercial artist
-cybergraphic designer
-graphic artist
-graphic designer
-graphic designer - multimedia
-graphic designer - multimedia, interactive media or new media
-illustrator
-layout designer
-medical illustrator
-multimedia illustrator
-scientific illustrator

As you can tell by some of those titles, this hasn't changed for a long time.

I don't know. We try to sound too broadly skilled, we could come across as mediocre generalists. We try to get too specific, and we're forced to pick favourites, and not tell the complete story. It's the inherent 'boxing in' nature of job titles that forces us into frames that don't always fit comfortably-- or permanently. I like to think of myself more as an innovative, creative problem solver. I suggest copy direction, or media and ad choices, I study marketing strategies and analyse the competition's efforts. I plan, maintain, and work out production strategies that make best use of available equipment and suppliers. And yeah, I do a lot of print design as well.

But what I feel most comfortable in is establishing creative innovation and direction to support management objectives (when they actually have some!) and translate that into our production team. Ironicly though, in my contract, there is almost no formal mention of the relative quality of my creative. Yes, there is lots about productivity and scheduling-- but this is something that I've noticed is true about a lot of other corporate inhouse designer job descriptions I've seen.

There's almost no, or perhaps just a token, reference to the value that a good creative idea is worth to the employer. Maybe that says something right there about the sad state of the corporate status of the graphic designer-- and maybe the sad state of the corporate world.

[Crimson]

If you are concerned about the title making you more money I believe AIGA upgrade is
Graphic Designer
Senior Graphic Designer
Art Director
Creative Director

Like the above thread that lumps alot of things together so can these terms. In some aspects it's all about "show me the money" Give yourself what ever BS title you want. Heck it implies more of your creativity. Make the most money you can being what ever you want to call yourself.

[Keyare]

I like "Imagineer"

Damned Disney.

I also have a title that I use when I am in a chemically enhanced creative mood, it's "Inebriationist"

How about Identity engineer, or
human interface architect

[grfxboy]

How bout "Creative Media Designer"

I hope we choose s'thing that rolls off the toung easier than "Graphic Designer"

[PrintDriver]

You guys are funny.

First, until you are licensed, 'engineer' or 'architect' is kind of misleading. Brings to mind the attempts of trash collectors using 'sanitation engineer' for a job title.

Second, no one title will fit all of you. Like Broacher pointed out, there are different classes of design and while his list needs updating, no one term will fit all of them.

A web/multi-media designer may not fit in the same class as a Museum Exhibit Interactive Designer but would the Museum guy want to be called a Multi-media Designer. No. You need to figure out what your classes or "areas of skill" are and come up with something based on that.

[reuber1]

"New media designers", as Hillman Curtis would call us. We work in a variety of media. And the word "new" sort of implies a change, a "revolution" if you will, of a new breed of designers (although to the core we do the same thing, though the means may be different). I don't know, just a thought. I'm fine with the current moniker.

[keith1]

I'm going with media designer. Media covers pretty much everything print, web, video. Sure it's still vague but it sounds better IMO. Graphic Design does sound old-fashioned. But that can be a good thing if you're going for the Medieval themed company. Ye Olde Graphic Design Co.

[Broacher]

>>while his list needs updating<<

Actually, that list was copied verbatim from the Gov. of Canada HR website. I was trying to make the point about how much the term Graphic Designer is officially used as a kind of 'Grab Bag' title.

And I agree with your statement about adding engineer or architect. But we do need something else. Did you know that here in Ontario unless you're certified, you can't use 'interior designer' -- but there's no restriction on just 'Graphic Designer'?

I don't know about the inserting the word 'New'-- that might get old, really fast. 'Media'? Hmm... who isn't a media designer these days? It might sound a little 'newer', but does it narrow things down any? If anything, it might broaden it. Couldn't anyone with a digital camera or MSPaint technically be labelled a 'new media designer'?

Maybe I'll use 'old media designer' to gain some diffentiation cache.

I'd like to find something that would communicate that we have a strategic BUSINESS role in this stuff. Any ideas there?

[keith1]

Advertising Director

[reuber1]

Well, it's certainly better than retail associate.

[PrintDriver]

LOL Reuber. Good point.

Broach, I was just pointing out that the list shows there is more than one category of Design.

In our official National Park Service job category listing there are only different grades such as Designer I, Designer II, Designer III, etc, the higher the number, the less experience. But Web Developers are under a different heading, as are Illustrators, Photographers, and Print Production. There is even a category for "Visual Media Specialist", which means that is different from Design somehow?

Once again, lots of talk. No concensus. I'm coming to the conclusion that a group of creative people cannot come to a concensus or form an activist type of forward motion. Heck, I'm as guilty as the next guy at saying, "let someone else worry about it." LOL.

[Jay McLaughlin]

So have we come up with a suitable alternative to Graphic Designer yet?

[skinns]

I have been using "graphic engineer" for quite sometime now. Seems to be appropriate since there is soo much more to graphic design than jus pretty colors and letters.

[Liz]

:rolleyes: i agree: i like graphic engineer.... i also like just "designer" all by itself.

[Keyare]

How about "NOT THE JANITOR"

[keith1]

If you read the original article or website link in this thread, the guy makes a good point. We should have "communication" in the title. We don't just design graphics, we design communication through visual mediums using graphics/copy/photos, not to mention using our brain to come up with these clever ideas. So Communication Design gets my vote. Just a designer is lumped with interior, industrial, and engineer can be lumped in with anything and "graphics" just sounds like we can make things pretty. I think especially if you own your own business, freelance or are an in-house designer, chances are your job consists of more than laying out out documents. A lot of times you are the copywriter/art director/designer/creative director/advertising consulant. If you are a graphic designer at an agency, other's come up with the clever ideas and then hand it to you to put together. Then maybe the term graphic designer is appropriate for them.

[JaCkinbOx]

I think what a number of us designers are guilty of is not doing our job... outside of our job. Communicate what we mean to, in other words. We should ask ourselves how to best communicate our value to the world. How do we do that, you might ask? We needn't be dishonest about how talented we are. We need only matter-of-factly point out the present state of average design, then introduce how we might make it better. A pretty picture can really sell a product or service, so who in their right mind wouldn't want one? If they're satisfied with what they've got, demonstrate how it would be better if you can think of a way. You might even take a poll from different people and present it to the potential client if he or she is stubbornly settled with what he has.

There's no shame in the name designer. I like "engineer", though, but I'd be concerned about the average joe reacting like, "WTF is a graphic 'engineer'?"

[JaCkinbOx]

How about "NOT THE JANITOR"

Hahaha. I hear you.

[CHRISGEE]

If you are a graphic designer at an agency, other's come up with the clever ideas and then hand it to you to put together. Then maybe the term graphic designer is appropriate for them.

Not there either. At most agencies (good ones, anyway), the designers work in teams with copywriters to come up with ideas. It's not handed down to them to implement later.

That sort of top-down model is inefficient for today's market and is largely a thing of the past.

[keith1]

Not there either. At most agencies (good ones, anyway), the designers work in teams with copywriters to come up with ideas. It's not handed down to them to implement later.

That sort of top-down model is inefficient for today's market and is largely a thing of the past.


I was just assuming, I've never worked for an agency only in-house & freelance. Yes I know what assuming does :)

[jamodu]

All very valid arguements. Personally, I think I'll just stick with the title I have already - 'Creative Designer'... until I need to change it to 'Creative Director' :D

[j13]

If a new title designation is created...it would be a good time to also introduce Licensing (certification, etc.). So, once you have passed whatever tests and other requirements, you could legally use this new title.

I don't think "graphic engineer" is removed enough from "graphic designer"

How about "strategic communication engineer" - a little long, so maybe just "communication engineer".

As far as indicating what areas you are proficient at, there could also be a series of tests (certification) that would allow you to use the proper suffix - like doctors do (MD, PhD, FACP, etc). So for example, If you are certified for Print Communication Engineer, Web Communication Engineer, and Packaging Communication Engineer, your tile could look something like this:

"John M. Smith, PCE, WCE, PkCE".

This would also help improve respect in our professions. It looks impressive and it helps indicate what your specialties are and that you have a certain level of knowledge. Licensing or certification are not perfect, but would be a step in the right direction. Eventually, licensing could be made a requirement in order to practice in your state, thus further improving respect.

[morea]

^ along those lines, even people who sell insurance have to be trained and licensed for each area they deal in... ex: home, auto, life, etc.

They also have to be licensed for each state they sell in.

[Drorain]

I just wanna be called "the f@#king creative"

[keith1]

how about communications director?

[Cyclops]

At my first job I was called "Graphic Wizard" stated on my business card too.
If we call us Communication Engineer, it would wider the area...Visual En.. too... I will go for Image Specialist (and not engineer). What do you think?

[keith1]

Yeah I don't like engineer. But I do like wizard. lol

[colonel5]

At my last job everyone created their own title (i.e. the office manager was "the zoo keeper" HR was the "people princess" or something like that), maybe we all just revolt against titles and make up such vague ones that no one knows what we do unless they ask?

[Rocketpig]

I've always been fond of "CMYK Monkey".

But hey, that's just me.

[j13]

I have also heard: "production monkey" and "Art Waiter" (taking orders - "would you like white space with that?" or "would you like to super-size that logo?")

[Mynock]

I prefer to be called Swoosh Ninja or Starburst Bombardier.

[keith1]

lol@mynock! I love swoosh ninja!

[Mynock]

just like swooshes I strike with out anyone knowing. sleek, streamlined, and in your face. agile, mobile, hostile

[colonel5]

at that company i spoke of the web designer/animation guy's title was "web monkey"

[LeftBrain Artist]

Ohhh, just say it. We're tracers.

Corporate whore?

Hack of all trades?

About that list of job prestige rankings from page 2 of this thread - Did ya see who's number 3 and 4 on the list, right behind surgeons and lawyers? DATABASE and COMPUTER SYSTEMS ADMINISTRATORS?!

AS IF?!

C'mon man. Ya mean to tell me the 4 things that matter most to Americans are: Keeping my ass out of the ground. Keeping my ass out of jail. Then followed by the super important tasks of keeping my pictures of ass backed up on a daily basis, and making sure my jokes about asses are emailed promptly. Thats pathetic. Granted this survey and rating was performed in 2000, when the Y2K phenomenon was going to lay waste to civilization, so people like firemen and policemen may have risen a bit since then. But jeez, when I think of computer systems and database administrators, it brings to mind visions of guys playing Doom, and debating wether or not to give their 15th level transmuter named "Charwell Abbadonstaff" the quicken spell feat or greater spell penetration for Saturday's gaming session. Prestigous? Gimmee a break. Who did they have to pancake with maple syrup to get that ranking?

(Designers is number 126 on the list of about 450 jobs listed).

Crap, I gotta get back to bid'ness.