Corporate Design

The term corporate design [ kɔ ː pəɹɪt di'zaɪ̯n ] (CD ) or corporate appearance means a part of the area of ​​corporate identity ( corporate identity ) and contains the entire, uniform image of a company or organization. These include primarily the design of communication tools (word mark = company logo | image = sign company logo | word -picture mark = combined company logo ), but also the design of business stationery, advertising material, packaging, websites, and product design. Likewise, the common design for workwear in the fully integrated appearance can be included. However, the related term often wrongly synonymous logo denoting only one element of corporate design and is therefore ungeigneet to describe the "concept of a unified and comprehensive corporate appearance ". With corporate design is for a business, a suitable character set system that can be used to achieve a consistent and positive image of the company to the public, and the same high level of awareness ( recognition, brand awareness ).

Content

The aspects of the uniform appearance must be observed in respect of publication on the internet. It is important for permanent recognition particularly that CD must also be observed at the relaunch of web properties. This means that the advertising constants remain constant during the revision of web pages and therefore corporate colors, font, and other basic motif appropriations must be maintained strictly.

The corporate design often also found in the internal communication media use, so that employees identify with the company and help the company's image to the outside. It is spoken in this context of the correspondence between entrepreneurship and corporate gesture.

Principle

An important principle of corporate design - such as industrial design in general - is the normal form follows function. In addition to the recognition of the practical benefits must be guaranteed. A typeface should be about not only recognizable, but also easy to read. Additionally, it should not create additional problems - for example, in the layout or translation workflow or when passing on to customers. The corporate design is a guide with which, in the context of corporate communication a uniform appearance is to be ensured. This must be carefully considered, as with all business decisions, the importance and weighting.

Implementation

In order to ensure the most efficient implementation of corporate design, each basic visual elements and describes some examples are documented in the form of a corporate design manual and made ​​available to users (such as employees, partners, printers, advertising agencies ) are available. Here, the character guidelines should be in the foreground are (example: Coca -Cola bottle - Over the decades, significant changes in permanent recognition ).

Objectives

The design of all elements of corporate design is done under a unified point (advertising constants) to achieve a recognition effect in every contact. This usually means that the company's colors, as well as the company logo or another ( for example, geometric ) basic motif are located on all means of communication (usually also at a similar position and in a similar arrangement ). Also part of the corporate design can be consistently used a font ( typeface ). Together everything should lead to a visual context of each company.

Elements

The corporate design is composed of different elements. These include:

  • A meaningful and suitable logo with high recognition value usually forms the basis of the visual appearance. It is usually from a stroke ( typogram, word mark ) as well as an image or symbol ( ideogram, figurative, Signet ).
  • The typeface (s) referred to an appropriate corporate identity typeface. It includes appropriate fonts for body copy, logo or awards.
  • The imagery includes the selection of meaningful images, symbols and motifs. Specially selected images are referred to as keyframes ( key visuals ).
  • A color concept describes a selection of specific colors. They are recurring in the logo, the text and other design elements reused.

Ideally, all of these design guidelines are laid down in a corporate design manual that everyone - the company and its service providers - serves as a guideline for the implementation of corporate design.

Applies the corporate design for all media and publications of the company.

  • Letterheads, business cards and stamps
  • Flyers and posters
  • Websites
  • Banners, signs and flags
  • Outdoor Advertising

History

As the inventor of the corporate design to Peter Behrens, who introduced 1907-1914 as artistic adviser for the AEG for the first time a unified corporate appearance.

Flyer (pamphlet)
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