Approaching the 10 year anniversary of the most recent version of EYMER DESIGN Laboratories & Think Tank (3.0),* I have decided to make two significant changes.
1. I will no longer be known as a GRAPHIC DESIGNER.
I am now a BUSINESS COMMUNICATIONS ARCHITECT
(BCA, for short–since we all love acronyms).
But Doug, why?
- The term GRAPHIC DESIGNER is too often confused with the term GRAPHIC ARTIST. True, artists and designers can both create visuals. There is, is however, an enormous difference.
- A TRUE (Fine) ARTIST works to express their inner feelings. The artwork that they produce is a personal expression of what THEY are currently experiencing at an unconscious level. Occasionally, a gallery will handle their work–selling to wealthy patrons who for the most part, are looking for something that matches their hand-tooled, leather sofa.
- There are also the HOTEL SALE ARTISTS. You know the type. They are decent renderers who spend their days generating paintings of sad clowns, seascapes (row boat, lighthouse, two gulls, seagrass), and large eyed kittens. Content is secondary to their need to produce an original oil painting–that matches your “Sofa with a Secret.” There work is displayed and at the local Holiday Inn on weekends–usually under the heading of STARVING ARTIST SALE. For fun, they draw unicorns within the margins of their PEOPLE magazine.
- A GRAPHIC DESIGNER is what used to called a commercial artist (another horrible term). In circles of TRUE ARTISTS, they are often referred to as “sell-outs.”
- GRAPHIC DESIGNERS, work to express the communications needs of their client–usually businesses, who are attempting to bring their product or service into the limelight. A successful designer, finds the best means necessary to draw attention to their client. It is NOT personal. It’s all business
So, rather than spending too much time attempting to clarify the confusion, I have elected to walk away. I am very serious about what I do, committed to achieving fantastic results for my clients, and looking forward to extending my career another 20-30 years.
I am now, Doug Eymer, Business Communications Architect.
2. Company Name Change
EYMER DESIGN Laboratories & Think Tank will now be known as:
EYMER BRAND Laboratories + Think Tank.
But Doug, why? Everything seems to be going so well.
Although we have now committed ourselves to the twenty-first century, many large corporations still work under the following pretense:
- Marketing is for Women (also see: nurturing instinct, tidying the nest, packing the briefcase)
- Sales is for Real Men (look under: Braveheart, Don Draper, insert football/war term here)
- Design is a Necessary Evil (Google: namby-pamby, fluff, artsy-fartsy, sister-in-law the CPA–with MBA)
- (We have heard that…) Content is King (A.K.A.: all-beef filler, intellectual property, secret sauce)
“Design” is way too limiting. We are all about BRAND! We will take your quiet little company and scream your GOOD NEWS from the rooftops!
By the way, this is something that we have done since our founding in 1989–but now under a different name. – Doug.
*EYMER DESIGN 1.0 (1989-2000), EYMER DESIGN 2.0 (2000-2004, a.k.a. Eymer Design @ PARTNERS+simons), EYMER DESIGN Laboratories + Think Tank 3.0 (2004-2013), EYMER BRAND Laboratories + Think Tank (2013-)