We lay the foundations of your corporate identity – for a holistic corporate identity.

Corporate Identity

The company as a personality – the corporate identity

The Corporate Identity describes holistically all characteristics of an enterprise, which make it individually and differentiate it from the competition. We strategically develop these characteristics – mission statement, philosophy and values – for companies, formulate them and translate them into a corporate design that makes the corporate identity perceptible.

Brand strategic aspects of corporate identity

The components that make up the corporate identity – corporate design, corporate culture, corporate behavior and corporate communication – are determined by the brand strategy. A clear strategy, which is reflected in all components of the brand identity, makes the brand recognizable and credible for partners, employees and customers. The following aspects are therefore indispensable for the CI:

Brand Purpose

The brand purpose describes the intrinsic motivation of a company beyond its own purpose. Nike’s purpose in itself, for example, is to produce sportswear and shoes. The purpose of the brand, on the other hand, is to enable everyone to become an athlete. The brand purpose is becoming more and more important for corporate identity: consumers and employees of the younger generation increasingly value purpose. More about Brand Purpose

Brand Values

A clearly defined framework of values provides internal and external orientation, in day-to-day business as well as in major decisions. This is the touchstone by which messages, products and campaigns are measured to determine whether they correspond to the corporate identity. More about Brand Values

Brand positioning

The positioning of a brand is also an expression of corporate identity: it shows where the brand is positioned in the market. In order to keep the brand promise, it is essential to include existing potentials and resources in the positioning. More about Brand Positioning

Brand architecture

The brand architecture helps to either clearly distinguish individual brands from each other or to let them pay off against each other, depending on the context of already existing brands in the company. It is also the yardstick for determining which brands fit the corporate identity. More about Brand Architecture

Brand name

The brand name is often the first point of contact with the brand, even before the target group knows anything about services or products. We create names that convey the right feeling for the respective corporate identity, stimulate curiosity and remain in mind. More about Naming


A Claim manufactures as concisely as possible a reference to the brand promise. A successful claim can make a significant contribution to brand awareness and perception – and thus become a veritable instrument of value creation. More about Claiming

In the brand workshop we define the core elements of the corporate identity

In our Corporate Identity process, the first step is to develop the brand-strategic basis for the Corporate Identity in a workshop. Together with our clients* we identify in one day purpose, values, positioning, target group needs, look & feel and thus the basis for the corporate design.

Markenworkshop Personae
Markenworkshop Teilnehmerin

Corporate design makes the corporate identity visible

We transfer the brand-strategic basics of the Corporate Identity into a Corporate Design. The Corporate Design or CD is the visual expression of the corporate identity. At first glance, it makes tangible what the company stands for – with an interlocking design system.


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


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

Corporate Design Elemente Bildstil

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

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.


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

Corporate Design Elemente Beispielen

The corporate design elements are used in all digital and analog touch points – from the website to the corporate architecture. Thus, the external appearance significantly shapes the way the company is perceived by outsiders: Customers, suppliers, partners and potential employees.

Culture, behavior and communication complete the corporate image

Corporate identity is often used synonymously with corporate design. In fact, however, the Corporate Design is a component of the Corporate Identity, namely the visible component. How Corporate Design and strategy behave as elements of the Corporate Identity to each other, can be described with the picture an iceberg: Only a part of it is visible above the surface of the water, the majority of the iceberg lies below the surface.
In the case of persons, the appearance would correspond to their respective appearance and behavior in public, their clothing, their gestures, what someone says and what he or she recognizably takes a stand on.

All in all, the corporate identity has the goal of building a strong corporate personality. Outwardly it contributes to profiling and differentiating the company from other market participants. Inside it provides in the transferred sense for the fact that all in the boat in the same direction and in the clock row. In view of the tough competition for qualified employees, a clear corporate mission statement with which people can identify is becoming increasingly important for employer branding.

Corporate Culture

The corporate identity is supposed to create a “we-consciousness” inside by establishing a corporate culture, the corporate culture. This includes

  • values
  • standards
  • behavior

They are designed to ensure that organizational members act and decide on the strategic direction.


Corporate Communication

Describes the communication strategy of a company. Corporate Communication encompasses all communicative activities, both internally and externally.
The goal here too is to create a clear corporate identity image of the company. One instrument for this is the corporate language. With its tonality and specific language rules of the company are established.

All in all, the corporate identity aims to build a strong business personality. Internally, in the figurative sense, it ensures that everyone in the boat is rowing in the same direction and in tact. Externally, it helps to profile and demarcate the company from other market participants. In view of the tough competition for skilled workers, a clear mission statement that people can identify with is increasingly gaining in importance for employer branding.

Corporate Behaviour

Corporate Behaviour regulates the behaviour of the company and its staff both internally and externally. This includes:

  • the leadership style
  • the way colleagues treat each other
  • the behaviour of employees towards outsiders
  • the behaviour of the company towards the media and the public

Above all, the last point is that corporate behaviour and corporate identity concept are coherent in order to generate the desired image among the public, customers, the press, or potential employees. This also includes dealing with criticism.

Corporate Identity – Our services

Are your self-image and external image in harmony? We help you efficiently gain clarity about the identity of your company – be it in times of upheaval or start-up. In creative formats such as brand workshops, we identify with you values, USP, formulate vision/mission, define a positioning, and develop a mission statement that matches company goals and target group needs.

Who is your company?
Let’s find out.

    Ansprechpartner Helder Design

    Dr. Birgit Joest


    030 403 664 76