We make brands accessible – through brand design with emotion and understanding

Brand Design: show what a strong brand is

The task of brand design is to give visible expression to the brand personality. The aim is to visually convey what the brand stands for: purpose, services, competencies, values. A successful brand design therefore has the power to create 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 sustainable, exclusive or inexpensive, above all: whether it fits me as a consumer, my value system and supports my self-image. That is why it is so important that brand design awakens the right associations in order to avoid cognitive dissonance.

Brand design thus creates identification potentials and projection surfaces with regard to the competence, attitude and promise of brands – both internally and externally. It differentiates a brand visibly and noticeably 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 that can make a lasting contribution to the success of a brand.

Brand Design vs. Corporate Design

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

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

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.


Das Bild oder Symbol, anhand derer Menschen eine Marke optimalerweise auf den ersten Blick identifizieren, selbst wenn der Markenname nicht zu sehen ist. Mehr zum 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.


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 to bring the brand and people together.

Connect people to your brand.
Let’s start.

    Ansprechpartner Helder Design

    Dr. Birgit Joest

    Strategy Director

    030 403 664 76