What is Corporate Design?
Corporate design is a part of corporate branding, alongside corporate identity and corporate communications. It comprises the visual and linguistic staging of the brand and serves to make the identity and values of a company visible. Good corporate design is characterized by authenticity, flexibility and recognizability.
Benefits of Corporate Design
The corporate design serves to express the brand personality. It visualizes and communicates the brand strategy, identity and values, it creates differentiation from the competition and recognition at all touchpoints with the brand. All brand and design elements – brand name, logo, claim, colours, shapes, fonts, images and tonality – create a recognisable and consistent brand experience.
Good corporate design creates identification with the brand in the target group and thus serves to build long-term customer loyalty. In addition, it also has an internal effect by creating identification with the corporate brand among employees, thus contributing to employee loyalty.
Corporate Design Process
The complete corporate design process consists of five phases: briefing, analysis, strategy, creation and implementation.
The briefing is the cornerstone for every corporate design project and the key to successful cooperation between the company and the agency. In the briefing phase, the company provides the design agency with all important information on problems, project goals, project background, timing and specifications. You can download our 12 tips for the perfect briefing and a free briefing template HERE.
Every corporate design project begins with an extensive analysis phase to capture and evaluate the status quo. The analysis serves to answer the most important open questions. How are the brand and design currently perceived? Who is the target group? How does the brand stand in competition? Which trends can be observed and how do they influence the brand? Are there weak points in the current customer journey? To clarify these central questions is absolutely necessary to gain important insights and to derive recommendations for action for strategy and design development.
Corporate design should always be based on a clear strategic foundation. Before the design process begins, the brand must be clearly positioned. In workshops, the agency and the company work together to develop the brand identity, brand values and unique selling propositions and formulate a clear and trend-setting strategy. Vision, mission and a creative guiding idea inspire the design team and are the guiding principles for the design of the brand identity.
In the design phase the visual identity of the brand is developed. It includes all design elements that are required to create an integrated brand experience. For this purpose, all contact points are combined in a Brand Universe and the respective requirements of the touch points and the corresponding need for action are shown. Typical brand and design elements in corporate design are
- Brand name
- Colour system
- Visual language
Every idea is only as good as its implementation. At the interface between design and production, the greatest care and professionalism is required. At the end of every corporate design project, brand books and binding design guidelines should therefore be created to ensure consistent implementation of the new brand identity.
An online design management platform, or CI Portal, is particularly recommended for large or decentralized companies that operate internationally. Here, all information, templates and design elements are made available on a central platform. In this way, all players, from website programming and social media to corporate communications and PR, access the same resources and create a uniform brand presence across all channels.