Wir machen Marken zugänglich – durch Brand Design mit Gefühl und Verstand.

Brand Design: show what a strong brand is

We visually convey what the brand stands for: purpose, achievements, competencies, values. A successful brand design has the power to create a feeling for the brand at first glance: whether it is conservative or progressive, whether it stands for craftsmanship or digital expertise, whether it is sustainable, exclusive or inexpensive, and above all: whether it fits me as a consumer, my value system and supports my self-image. It’s important to us that the brand design evokes the right associations in order to connect with the right people.

With brand design, we create potential for identification and projection surfaces with regard to the competence, attitude and promises of brands – internally and externally. We differentiate the brand visibly and tangibly from other market participants. The appearance therefore significantly influences the brand perception of the specific target group(s): customers, partner companies, potential employees. This makes brand design an important strategic instrument contributing sustainably to the success of a brand.

Brand Design vs. Corporate Design

The elements, tasks and goals of brand design or branding are fundamentally similar to those of corporate design. We enhance a brand by making its personality, its values and its brand promise visually and emotionally accessible. Companies can be brands themselves, or they can have different brands in their portfolio. For this reason, we differentiate between corporate design and brand design.

Brand design vs corporate design

Elements, tasks and goals of brand design or branding are basically similar to those of corporate design. It’s about charging a brand by making their personality, values and brand promise visually and emotionally accessible. Companies can be considered brands themselves or can have different brands in their portfolios. For this reason, a distinction is made between corporate design and brand design.

Essential brand design elements

Brand design is much more than “just” a logo. In order to create an image with the target groups, it is about creating a design system that makes the brand tangible.

The image or symbol by which people optimally identify a brand at first glance, even if the brand name is not visible. MORE ABOUT THE LOGO


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

We are branding specialists.


Brand design makes brands emotionally accessible

A successful translation of the brand profile into a brand design helps to classify the brand at first glance – whether it is luxurious or accessible, innovative or conservative, provocative or discreet – to make the brand as distinctive as possible and to differentiate it from the competition. When we talk about brand design, we are therefore not only talking about what the brand looks like, but also how you experience it, how it works, what the first impression is and how it feels. The aim of every brand design development is for us to awaken the right associations with the brand before even a word has been said about the actual services and products of the brand.

“A brand is a person’s gut feeling about a product, service, or company.”

Marty Neumeier, The Brand Gap

In the struggle for attention, good brand design helps to align to the brand and thereby sell its services and products. By visually translating the brand personality, the brand design strengthens its competitiveness – regardless of the size or branch of the company.

A great lover Branding Comic von Marty Neumeier

Two design routes

On the way to a perfectly tailored corporate identity, We create two design routes. These always reflect the identified brand personality, but do so in different ways: e.g. through different color combinations, typography, or the word-picture mark. On this basis, we enter into discussion – and successively arrive at the final brand design.

Brand Design at first glance

Overview of frequently asked questions

  • What is Brand Design?

    Brand design includes all visual elements that give visible expression to the brand personality and convey what the brand stands for.

  • What does brand design include?

    The main elements of brand design are the logo, a color and font concept, the visual language, the iconography style and other brand key elements, which together form a constant, recognizable design system.

  • How does brand design differ from corporate design?

    Companies can be brands themselves or have different brands in their portfolio. For this reason, a distinction is made between Corporate Design and Brand Design.

  • Why is Brand Design important?

    Brand Design creates identification potentials and projection surfaces regarding the competence, attitude and promises of the brand – internally and externally. Brand Design is important to create the right associations with the right people and to differentiate noticeably.

  • What does the brand design process look like?

    Based on strategic content – through a briefing or a joint workshop – different design routes are created that reflect the brand personality in different ways. Through an iterative process, we successively arrive at the final brand design.

  • How long does Brand Design take?

    The brand design including the strategic concept takes about 8-12 weeks. Depending on the scope, it can sometimes be faster.

  • What does Brand Design cost?

    The costs depend on the effort, which can vary depending on the project scope. The relevant factor is whether there is a strategic basis for the brand design or whether it is developed jointly.

We put brands in the right light

We support you in turning your company into a brand. Based on the brand personality, the mission statement and the target group expectations, we develop a brand design that brings brand and people together.

Connect people to your brand.
Let’s start.

    Ansprechpartner Helder Design

    Dr. Birgit Joest

    Strategy Director

    030 403 664 76