What exactly is corporate design?

The importance of corporate design in today's business world should not be underestimated. A well-thought-out and consistently implemented corporate design can strengthen a company's image, increase brand awareness and boost customer confidence in the company or organization. It should ensure that the company stands out from its competitors and emphasizes its uniqueness.

In an age where consumers are faced with a multitude of brands and messages, a strong and consistent corporate design can help a brand and product stick in the minds of consumers. It can help consumers to remember the brand, build an emotional connection to it and ultimately prefer it.

However, a well thought-out corporate design is not only important for the external image. It can also make an important contribution internally. For example, it can help employees to identify more strongly with the company, which in turn can increase their motivation and commitment.

Corporate design explained simply

Corporate design is the visual appearance of a company. It is the way in which a company presents itself to the outside world and includes all visual aspects such as the company logo, color scheme and typography that are used to clearly identify the company and convey its message. Corporate design is more than just the logo - it includes everything that is visible from the outside and contributes to recognition - in other words, the identity of the company.

The term "corporate design" is part of the overarching term "corporate identity" (CI). While corporate design focuses on the visual aspect (color and form), corporate identity encompasses the entire presentation of a company, including its values, culture and communication.

Examples of successful corporate design

There are numerous examples of companies that have successfully implemented a strong and consistent corporate design. One of them is the technology giant Apple. The company is known for its minimalist and elegant design, which is reflected in all of its products and marketing materials. And, of course, for the characteristic apple on its products. Through this consistent and unique design, Apple has built a strong brand identity that is recognized and appreciated by consumers around the world.

Another example is the Swedish furniture chain IKEA. With its distinctive blue and yellow logo and clean, functional design, IKEA has built a strong brand identity that sets it apart from other furniture retailers.

What are the goals of corporate design?

A good corporate design aims to create a consistent and uniform appearance that increases recognition value and encourages the target group to identify with the company. By selecting specific design elements, a strong visual identity is created that matches the corporate philosophy and appeals to customers.

In addition to improving recognition, an effective corporate design also helps to improve corporate communication and corporate behavior, as it helps to clearly communicate the company's message and promote a positive image of the company.

What are the elements of corporate design?

The elements of corporate design are diverse and can vary from company to company and brand to brand. However, CD is not an isolated concept. Rather, it is an interplay of several elements to create a coherent and consistent image.

Corporate design components

• Logo: The logo is often the first thing that comes to mind when you think of corporate design. It is the visual face of the company and should reflect the brand personality and values. Examples of iconic logos are the bitten apple of Apple Inc. or the curved golden M of McDonald's.

• Color palette: The choice of colors is another essential element of corporate design. Colors can evoke certain feelings and associations, and the right color choice can help communicate the desired brand message.

• Typography: This refers to the fonts a company uses in its communications. The right font can have a strong impact on brand perception and should be chosen carefully.

• Visual language: The type of images, graphics and illustrations a company uses also contributes to the design of its brand identity.

• Business stationery: These are physical materials such as business cards, stationery and brochures that should consistently use the brand design.

  Web design: In today's digital world, creating an appealing and consistent website is an essential part of corporate design.

• Packaging design: If a company manufactures physical products, the design of the packaging is another important part of the corporate design.

• Corporate apparel: For companies that use uniforms or work clothes, the design of those clothes can also be considered part of the corporate design.

All of these elements work together to create a unified and recognizable brand identity that is consistent across all touch points. The process of creating the corporate design requires strategic thinking, creativity and a deep understanding of the brand and its target audience.

Corporate design colors/color concept

Colors play a decisive role in corporate design. They convey feelings and emotions and can strongly influence the image of a company. A company's color concept is often defined in its design manual and should be used consistently in all applications.

Corporate design typography

Typography is another important component of corporate design. It includes the choice of font and font style. The fonts used by a company should always be easy to read and consistent in all applications.

Corporate communication

Corporate communication refers to a company's communication with internal and external stakeholders, for example customers, suppliers, employees or shareholders. It is central to promoting a positive image and trust. A consistent corporate design helps to convey a uniform message and increase the effectiveness of communication.

Corporate Behavior

Corporate behavior encompasses the behaviors, norms and values of a company. Positive behavior strengthens the corporate image and promotes long-term success. Corporate design can support this message by using visual elements that reflect the company's values.

How do you create a good corporate design?

The corporate design process usually starts with defining the corporate identity and the target group. The various design elements are then selected and created on this basis.

A professional agency can help create an appealing and effective corporate design. The experts have the necessary knowledge and experience to create a design that effectively communicates the company's identity and appeals to the target group.

What is a corporate design manual?

A corporate design manual is a guide that contains all of a company's design guidelines. It ensures that the corporate design is applied consistently, regardless of the person creating the design or the medium in which it is used.

The advantages of a corporate design manual

A corporate design manual has many advantages. It ensures the uniformity of the design and thus improves the recognition value. It also makes work easier for everyone who works with the company's design, as they know exactly which elements should be used and how they should be applied.

The disadvantages of a corporate design manual

However, a corporate design manual can also have some disadvantages. It can impose restrictions that can limit creativity, and it can take time and resources to create and keep up to date.

What is the difference between corporate design and corporate identity?

Although the terms corporate identity and corporate design (CI, CD for short) are often used interchangeably, they refer to different aspects of a company's corporate identity.

For example, a company that focuses on sustainability would include environmentally friendly elements in both its corporate design and corporate identity. In corporate design, this could include the use of natural colors and shapes, while corporate identity would also include company policies and practices related to sustainability.

Conclusion

In conclusion, corporate design is a very important part of a company's strategy that can help to strengthen its image, increase brand awareness and ultimately boost the company's success. Although creating and implementing an effective corporate design can be a challenge, the effort can pay off in the form of a stronger brand and a stronger bond with customers.

Working with a professional agency can help select the best design elements and create a consistent and appealing corporate design. Although corporate design is an important part of a company's image, it should always be in line with the company's overall strategy and values. Only in this way can a corporate design develop its full effect and contribute to the creation of a strong and uniform corporate presence.