Graphics and architecture are more alike than one might think, both applying many of the same fundamental strategies to produce outcomes in 2 and 3 dimensions respectively. A graphic designer and architect share the same desire for detail-driven design that merges form and function, to the benefit of a client whose use of the product evolves over time.
For hundreds of years, the graphic designer has appeared in the form of drafters, sign makers, printers, etc. An architect’s work has become far more diverse, and the same is true for the designer. In the age of collaboration, brand awareness, and digital proficiency, a graphic designer can offer architects and wider construction industry more than ever.
Graphic design is imperative in the acquisition of new work, in winning a global competition or simply to solidify a client relationship. A bid document can be so much more than a stale Arial-size-11-infused A4, the opportunity to stand out from competitors is palpable.
A large focus for Pantograf is how to effectively communicate core design concepts for a broad range of stakeholders with varying abilities to visualise spatially, and knowledge of the built environment. In our experience, the right diagram or illustration can be the difference between a concept flying over the client's head and the "ah-hah!" moment that attracted us to be designers in the first place.
A very specific but imperative step in work on masterplans (or any city-defining project) is the early agreement and production of a large scale plan. This allows all consultants and clients to use the same backdrop for storytelling. If this drawing is produced early enough it allows enormous time- and cost-saving, whereby strategies from transport to landscaping, programmatic to historic can be communicated efficiently. Investing in these drawings early will allow them to pay off right up to and beyond completion.
Even small projects can benefit massively from being given a suitable brand identity, particularly for a public building or one requiring extensive public consultation. A graphic designer can help contextualise construction projects and provide a platform with which to effectively communicate the vision of the project. In many cases an "in progress" brand can resonate enough to be used after completion, saving client funds and not wasting the vital brand recognition that has already been accumulated.
An often overlooked aspect of a project is the need for consistent brand-reflective reports that issued at each stage of the design and construction process. Emphasising these reports as a practice, and triangulating with marketing teams, can make the following points far more powerful and efficient.
It is essential that a press release is thorough, graphically consistent, and communicative of the projects intentions. Marrying drawings, diagrams, copy, and photography leads to the most striking of case studies. Taking PR seriously is fundamental in attracting clients, investors, and talent.
One of the ways that graphics wholeheartedly integrates with architecture is signage and wayfinding. Signage and wayfinding needs to be accessible and inclusive, by considering all of the inhabitants. A graphic designer can help the project stand out in the details, communicate the brand identity of the building, make the programme more efficient, increase longevity, and inspire its users.
Much like press releases, having a considered approach to award submissions is key. A graphic designer helps with navigating and preparing brochures, boards, photography briefing, submissions, and presentations to win awards.
A large part of supporting an architectural practice's brand is by giving them access to all the tools they need to unify visual output, and safeguard the core principles of the company. For example, print templates can dramatically cut down the time needed to produce a document, allowing architects to focus on designing.
All of these points contribute to an overarching impression of the practice of projects visual identity, something invaluable to modern architects.
