Corporate design is a broad term. Where does it start, where does it stop, what is a must, and what can be freely interpreted? For us at the branding agency, corporate design is about far more than design and the use of a corporate logo; that is, a logo as a word mark or a word and figurative mark. It includes the uniform design of all visual components, so that the brand is supported by a unique visual appearance. In this respect, corporate design makes an important contribution toward the following:
- Making inner attitudes and values recognizable outwardly.
- Observably creating an image for oneself in one’s environment.
- Through the clear visual relationship among all communicative measures, reaching a sustained appearance, both inside and outside the company, that fosters trust and increases credibility.
- Through varying constant design elements, increasing awareness and recognition value, thereby improving the efficiency of long-term brand communication and theme-related campaigns and individual promotional measures.
- Increasing the well-being, liking, and the identification of staff members through good design.
The logo delivers identification, denotes the brand, and stands for a company. It combines origin, tradition, and future. Along with the basic design elements of typeface, color, and imagery, the logo uniquely and clearly conveys the brand and its values both inside and outside of the enterprise.
Besides the basic elements, an essential component at the branding agency is the design principle or design grid. It defines the interplay of logo, typeface, color, and image on a surface. The development of the corporate design creates a system that permits many combination possibilities and guarantees a high recognition factor over a variety of media. This saves marketing costs because the wheel does not have to be invented constantly from the ground up. Rather, the corporate design provides a consistent visual presence of a brand around the globe.
Corporate design guidelines for print in general, and for exhibitions, trade fairs, signage, and similar things, are almost standard these days. The knowledge and advantages of a stringent corporate design have become established. With the Internet, digitalization, and bandwidths for mobile applications, other media formats are taking center stage. Web, app, social media, video, audio, and animation are, depending on the company, on the agenda today. Virtual realities are the next step.
For all digital media formats, the corporate design must be functionally developed and implemented at the branding agency in the sense of a strong brand identity. The user interface and the audiovisual experience of moving images, animation, 3D representations, and spoken text plus music shapes the experience with the brand in these formats. This often happens in a way which is livelier, more emotional, and in particular more interactively than was ever the case with traditional print media.
Creativity meets structure and vice versa. At the moment at which the corporate design is updated across the board, the possibility of calling into question many cherished habits is started off. That starts with letterhead, word processing, and print, ranging from the use of Microsoft PowerPoint presentations and image archives through content collections and approval processes right up to the creation of print and digital media. Because through digitalization much can be represented more easily and quickly today, a corporate design relaunch can be used in the sense of process and workflow optimization. Well-constructed templates and electronic presentations in combination with corresponding user training by the branding agency simplifies work, makes implementation easier, and strengthens brand identity.