What is Corporate Design?

Alongside corporate culture, corporate communication and corporate behavior, corporate design is part of corporate identity and comprises the visible part. It serves to make the brand values, culture and services of a company visible.

Corporate Design Elements

Corporate design (as well as BRAND DESIGN) is much more than “just” a LOGO. In order to create an overall image with the target groups, a word-picture mark must be embedded in an appropriate design context. In addition to the logo or the word-picture mark, the following elements are especially formative for the design system:

Logo

The image or symbol that people use to optimally identify a brand at first glance, even if the name cannot be seen. MORE ABOUT LOGO DESIGN

Typography

Fonts used by companies or partially even exclusively designed for them, tell a lot about the character of the brand –Colours are carriers of meaning, both culturally and emotionally. conservative, factual, lovely, disruptive, etc

Color scheme

Colors are carriers of meaning, both culturally and emotionally. From colours, observers infer certain (brand) characteristics. Therefore the composition of a colour climate is a central part of corporate design. MORE ABOUT THE COLOUR SCHEME

Imagery style

Images have the power to communicate emotions and messages directly. Essential for this is not only the motif itself, but the mood of the picture: light, colour climate, contrast and composition. MORE ABOUT THE IMAGERY STYLE

Icons

A concise icon system facilitates the communication of content and can contribute significantly to the identity of a brand. Ideally, the brand can be recognized by the style of the icons. MORE ABOUT ICONS

Design grid

The design grid or grid serves to arrange, systematize and stage content. Design laws and principles support the eye movement and thus help to capture content.

Corporate Design Manual

The CORPORATE DESIGN MANUAL comprises the essential components of the brand identity as well as communicative and design rules.

A consistent and strategically sound corporate design…

…establishes a company as a unified entity

A consistent design helps a company to perceive a range of different products or services and possible sub-brands as belonging together. Even if corporate communications highlight different aspects of the company and address different topics, a consistent appearance always pays off in establishing the company as a brand.

… increases recognizability

If recurring visual elements are used consistently across different media, the appearance becomes fixed in people’s minds and thus increases the recognition value of a brand. Increased repetition is needed to ensure that the brand is remembered by viewers in the long term.

… builds customer loyalty

The target group-specific, strategic development of visual elements creates identification potential for customers and thus supports long-term customer loyalty.

… positions services attractively

If the brand appearance lags behind a high-quality and differentiated offer in terms of quality, it supports neither BRANDING nor sales. Therefore, a good corporate design is important to adequately communicate and market the added value of a product or service.

… differentiates the brand from the competition.

A well thought-out corporate design helps to visualize and thus highlight characteristics that distinguish the company from others. A consistent visual brand profile creates trust among stakeholders and thus means a market advantage.

… helps with employee retention

Potential customers who use products and services are not the only people who should feel addressed by a company. Potential employees and partners also identify with an attractive corporate design – ideally, they are proud of it.

Echovai Corporate Design Elements

SIDES Corporate Design Elements

Quest Corporate Design Elements

entity Corporate Design Elements

We are specialized in corporate design.

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  • Branding Beispiel Ben & Jerry's

    Ben & Jerry’s

    Everyone knows the humorous and appealing packaging of the ice cream brand. While unusual flavors and fair ingredients help Ben & Jerry’s to achieve a good position in the market, the corporate design helps to transform consumers into fans who are happy to spend more money on a Good Guys ice cream.

  • Branding Beispiel Oatly

    Oatly

    A strong attitude and transparent communication make up Oatly’s branding. Swedish heritage and sustainability were ingrained in the brand DNA. With its rebellious brand identity and provocative messaging, Oatly draws attention to the health and environmental consequences of oat milk over cow’s milk. With its 2016 sale to a Chinese conglomerate, the brand came under corresponding criticism.

  • Branding Beispiel lululemon

    Lululemon

    The Canadian it-label for yoga and sportswear combines functionality, comfort and aesthetics with the unique spirit of yoga. Lululemon formulates it in their Purpose: Living a life in practice leads to a more purposeful life – on and off the mat. Lululemon expresses the attitude of many yogis in their corporate design.

ABOUT THE AUTHOR

Maurits den Held

As Creative Director, Maurits den Held worked both in the Berlin start-up scene and in well-known agencies for clients such as Amnesty International, Gore-Tex and Huawei, before founding the BRANDING AGENCY HELDER with Dr. Birgit Joest. Maurits den Held is a jury member of the DDC.

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    Maurits den Held

    030 403 664 76

    studio@helder.design