Corporate Design / Corporate Identity

In order to help one's company market itself properly and make new contacts, some design classics such as the letterhead and business card, but also little extras such as company stamps are part of this category and a frequent component of an (initial) corporate design.

Not only it is important for designers and those who follow them to define concepts for the design, but also to establish values and guidelines that the company wants to embody. The design of information, for example brand books, and facilitates subsequent cooperation with new employees and customers, and of course designers who operate with a corporate design and identity.

In most cases, design professionals not only visualize a product or corporate design artifact, but often collaborate with other projects to complete a company's look and feel. These can vary depending on the size and establishment of the company. To illustrate, this section brings together a few process examples.

As part of corporate identity, the positioning and behavior of companies also counts. How do they want to appear, what do they want to embody and how do both individual employees and the company as a whole behave? Designers can help to visualize such concepts and guidelines and make them easy to understand.

This also includes the area of business etiquette. Internal and external company guidelines, i.e. codes of conduct, can be very useful in service centers, for example, to ensure a smooth flow of communication through to the resolution process. Designers can implement such "codes of conduct" in both typographic and video formats to promote a unified corporate approach, which they can integrate and apply at various levels.

Corporate Design

... is the overall appearance of an organisation or a company. It is composed of several individual parts and contributes to branding, recognition and differentiation from other market participants.

Components:

• Signet/logo (word and/or figurative mark)


• Typography and/or corporate typeface


• Visual language (image motifs, key visuals)


• Colour harmonies

Examples of use:

• Business stationery: letterhead, business cards, stamps


• Print communication media: brochures, flyers, posters, advertisements


• Digital communication media: Websites, banners, social media


• Outdoor advertising: building signage, signage systems, vehicle signage


• Corporate/professional clothing


• Trade fairs and exhibitions


• Promotional items, merchandise

Due to the growing number of media and forms of communication, CD is increasingly designing and developing concepts for applications. This means that especially in the field of corporate design, the conceptual work of the designers is the decisive feature of their work. Based on these conceptual design manuals, graphic, communication and web designers create the concrete, occasion- and media-related objects.

Corporate Communication (CC)

The totality of corporate communication consists of

• public relations,


• internal communication and


• market communication

and takes place on the directed (who), temporal (when), content (what) and formal (where) levels.

Synonyms

Corporate communication, integrated corporate communication, public relations

Note

In the VTV Design, individual components of CC are assigned to different design areas and groups. There is a separate area for the service Text, which is particularly relevant here.