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In the graphic design industry, illustration can struggle to find its natural resting place.

At one time, illustration was all there was to portray visual imagery. Before photography was available, Commercial Artists hand drew images from advertising material through to news articles. Even typography was hand drawn in most cases in advertising.

Whatever the design brief, a professional graphic designer, just like an architect, an engineer or a product designer applies certain parameters to their designs to ensure a specific outcome.
In some cases, the criteria for these parameters are, indeed, scientific formulas that have been proven over centuries to achieve a specific desired outcome.

Branding design and logos

One of the common mistakes some businesses are making in relation to their marketing, is to confuse their logo design with branding.