4. CORPORATE DESIGN
• Corporate design refers to the appearance of a company.
It refers to all visual elements of a company such as
LOGO, TYPOGRAPHY, ICONS, the COLOR SCHEME,
visual language and others, e.g. key visuals. It should not
be confused with CORPORATE IDENTITY, which
includes corporate behavior, corporate communication
and corporate culture in addition to corporate design.
• The goal of a defined corporate design is a visually
consistent appearance that conveys the special features
of the company and thus differentiates it from the
competition. The consistent application of the company’s
characteristic elements strengthens recognition, which in
turn contributes to brand awareness.
11. BENEFITS
The central task of a corporate
design is to give the company or
brand an individual personality. As
with the first encounter with a
person, certain characteristics
allow conclusions to be drawn
about the value attitude – both
positive and negative. The
corporate design provides
orientation for potential customers
who come into contact with the
company: they can quickly decide
13. CORPORATE DESIGN
The corporate design process consists of five phases: 1.
briefing, 2.strategy, 3. creation and 4. implementation.
1. Briefing
A corporate design brief is a written document that
summarizes an overview of the goals, requirements and
framework of a design project. It is intended for external
partners such as agencies. In addition to the strategic goals
and reasons for rebranding, an effective design brief
includes a project overview with key data, such as budget
and timing, defines the target audience the company is
addressing, lists the companies that are among the
competition, and documents the brand personality or
mission statement.
14. CORPORATE DESIGN
The corporate design process consists of five phases: 1.
briefing, 2.strategy, 3. creation and 4. implementation.
2. Strategy
The basis for corporate design development is the
substantive and strategic development of an individual
brand strategy. In this step, one defines the personality of
the brand, its BRAND VALUES and goals. Always in view
are the wishes and expectations of the target groups one
wants to address and the competitors on the market.
15. CORPORATE DESIGN
The corporate design process consists of five phases: 1. briefing, 2.
strategy, 3. creation and 4. implementation.
3. Creation
The creation phase includes the actual development of the corporate
design elements:
LOGO
Typography
COLOR SCHEME
Icons
Key visual
IMAGERY
Layout system
Which design elements express the character of the brand? Which
colors and shapes visualize e.g. joy, security or digitality? Which
typeface makes approachable and which exclusive?
16. CORPORATE DESIGN
The corporate design process consists of five phases: 1.
briefing, 2. strategy, 3. creation and 4. implementation.
4. Implementation
Implementation and brand guidelines
Once the corporate design has been successfully
implemented in practice, the rules for the use of all
corporate design elements are recorded in the corporate
design manual, also known as BRAND GUIDELINES or
style guide. Clearly defined and binding guidelines enable
efficient processes and prevent visual arbitrariness that runs
counter to consistent brand management.
18. PLATE NO. 4.1
Direction: Create a logo which
pertains to INCS Arts Club. You
can freely design your own logo.
Use sketch pad or 1 whole sheet of
A4 size bond paper. The most
outstanding work of the logo
making will be opt for official logo
of INCS Arts Club.
