Developing the brand design
Brand design is the immediate, visible expression of the brand personality. It uses visual means to convey what the brand stands for, its attitude, services, and competencies that it embodies. A successful brand design has the power to convey a feeling for the brand at first glance: whether it is classic or innovative, whether it stands for craftsmanship or digital expertise, whether it is about sustainable products or complex processes.
It thus creates identification potentials and projection surfaces with regard to the competence, attitude and performance promise of a company – both internally and externally. It differentiates companies visibly and perceptibly from other market participants – i.e. competitors in both the sales and employer markets.
The external appearance thus significantly shapes the way the company is perceived by the specific target group(s): customers, suppliers, partners and potential employees. This makes brand design an important visual control instrument that can make a lasting contribution to the success of the brand.