Corporate Design

Corporate Design as the visual expression of a company’s identity (CI) is much more than make-up or polish for the surface. On the contrary, it is a very powerful way to visualize the company’s performance, its approach to product and service quality, ones roots, tradition and company values.

When we finally understand the intricacies of a company, we are able to convey this “information” adequately and with an experienced eye for quality, to create a unique visual presence. It is not necessary to re-invent the enterprise. But it usually has to be distilled, focused and clarified. This includes:

Style Guide & Brand Book

Considering the overall goals (strategy), we guarantee visual consistency across all advertising and communication measures. The corporate design is being defined in a style guide or brand book:

Corporate design relies to a large extent on consitency to be recognized. The rules need to be clear and crisp - the flexibility is usually limited. But rules can sometimes be bent or even broken, if done right. It's an art to do this the right way.

Risks of a weak appearance

The influence of a sophisticated visual appearance and its effect on the corporate image (particularly on quality and service) of an enterprise must not be underestimated. This concerns potential customers, banks and investors, public sector contractors and politicians, future employees and PR.

A weak visual appearance uses logos inconsistently, “creatively extends” stationary, business cards and PowerPoint presentations, incorporates random images of low or inconsistent quality and usually pays no or little attention to the quality, structure and usability of the website. All this eventually undermines the general attributes of the corporate identity (especially professionalism and competence) and damages the image of the enterprise.