For the qualified graphic designer, there are numerous career options as a result of the increasing demand for those gifted in the creative spectrum. Business and institutions all over the world are attempting to differentiate themselves, create brand awareness and a loyal following of customers. The development of brand messages, images and logos appears as a clear and proven approach to achieve these goals. With the advent of the internet and increasing demand from consumers to search for, and purchase, products online; as well as utilise the web for entertainment and recreational purposes; consumers are demanding higher levels of interactivity and multimedia content. The services of experienced graphic designers are again in high demand because of this.The term ‘graphic design’ encompasses a range of occupations and specialisations, including art and creative directors, layout artists, logo design, flash designers, illustrators, Photoshop editing, multimedia designer, web designer and brand identity design. As mentioned previously, because of the need for commercial enterprises to create a competitive edge in the marketplace, many are turning to graphic designers, specialising in the creative design of brand identities and logos.Brand identity is primarily concerned with the visual aspects of an organisations brand, which forms the key visual element that provides instant recognition of the business, the range of products and services offered by the company, along with the principles and ethics it incorporates in the course of business practice. An organisations brand identity provides the visual representation of the business through a range of creative principles, images and logo design. These are then communicated to the marketplace through a range of communicative and marketing tools, such as signage, business cards, websites, offline and online advertisements, packaging and promotions. With the competitive nature of the business world encouraging innovation and forward thinking, the application of brand identity messages will continue to evolve.One of the most vital elements of brand identity is the company logo. This is a graphically designed symbol or image, which utilises unique typeface, font, shapes, colours and backgrounds to distinguish the business from others. The logo is often what attracts the customer to your business and keeps them coming back.Even though a career in graphic design provides you with numerous options of specialisation and a secure career pathway, to qualify for the roles requires the acquisition of a specific set of skills; ones that can only be obtained through the completion of a graphic design course. When considering the specific education institution, make sure they have experience in delivering the graphic design course that will allow you to take the next step in your chosen profession.