Graphic Design in Search of Its Identity

Abstract

In order to encompass the multitude of activities that are now attached to graphic design, scholars, practitioners and other stakeholders have proposed a range of names in recent times. Owing to the role expansion and multiple proposed and prevalent nomenclatures in education and industry, there exists some confusion and identity crisis. This study investigates and traces the journey of graphic design, how its roles and functions have evolved with time and the challenge of assigning a universally acceptable nomenclature encompassing all that graphic design stands for now. Data has been collected from both primary and secondary sources to get a sense of the situation. The secondary sources helped in understanding the breadth of the problem, views of scholars, practitioners and the education world. Primary sources helped in establishing the inconsistencies in nomenclature in graphic design education mirroring the situation regarding graphic design’s expanded functions.  Primary information has been collected from the official websites of the design institutes in India as well as government documents and reports to understand prevalent names of similar programmes of study. The paper calls for shared and renewed efforts by design associations, scholars and practitioners to access the past, present and future trajectory of the profession towards strengthening and reinforcing its identity.