Today, strategy gets top billing at design studios. It’s just the latest reinvention for designers.
Sometimes I think the history of graphic design is a history of finding new terms to define graphic design. In the 100 years or so since the term was first coined, designers have been looking for an out. We’ve tried calling ourselves visual communicators and communication designers, information architects and brand designers. As areas of practice have moved increasingly online, new titles have gained prominence, like digital designer, product designer (which is not, confusingly, the same as industrial designer), or experience designer. Then, of course, there are the hierarchical titles like art director, creative director, or the coveted chief design officer.
