CorporateDesignHandbüchern

Corporate design is the visual dimension of a company’s corporate identity. It coordinates logos, color palettes, typography, imagery, and graphical elements into a cohesive system that is applied across communications, products, packaging, signage, and digital interfaces. The goal is to create a recognizable, consistent brand presence that communicates the organization’s values and position.

A corporate design program is typically formalized in brand guidelines or a brand book. These documents specify logo usage, color values, typography, grid systems, imagery style, and layout rules, and they outline how the design should be implemented by employees and external partners to maintain coherence.

The practice emerged with the rise of modern branding in the 20th century and has since become a standard approach for large and small organizations alike. Effective corporate design aligns visual identity with corporate strategy and culture, ensuring that all channels convey a unified message.

Process-wise, development usually involves brand strategy, stakeholder input, design exploration, and selection of a core identity, followed by the production of guidelines and a rollout plan. Ongoing governance, audits, and periodic updates help the design stay current with markets and technology.

Benefits include stronger recognition, consistency, and efficiency in communications, as well as increased customer trust. Potential drawbacks are the costs of maintenance and the risk of rigidity if the system is not allowed to evolve.