We do not make beautiful, but good brand design: Design that strengthens the competitive power, because it is specific to the brand. As we define our design claim, we have stated in seven principles:
Good brand design is contextually well-founded
It is always based on the brand’s core, its culture, values and competencies.
Good brand design shows attitude
It uses it to create potential identification points for people: consumers, associates and coworkers.
Good brand design differentiates
Those with the courage to do things differently distinguish themselves from the competition – and show that they have confidence both in themselves and others too.
Good brand design is recognizable
It is so striking that the transmitter is identifiable even without a logo.
Good brand design is aesthetic
It appropriately applies the means of design inherent to the brand, its services and industry within their temporal context.
Good corporate design is holistic in thought
It tangibly reduces cognitive dissonances for coworkers, consumers, associates.
Good brand design creates clarity
It is self-consistent, comprehensible, modular and can be deployed across all media.