Brand identity and Corporate Design are the cornerstones of every successful company. They determine how your company is perceived from the outside and expand not only the visual appearance, but rather the entire relationship with your target audience. Understanding the differences between Corporate Identity (CI) and Corporate Design (CD) is crucial to create a strong and coherent brand presence. Here you will learn not only what the difference is, but also practical tips on how to optimize the development of your brand identity and design.
Key Insights
- Corporate Identity is the identity of your company, while Corporate Design represents the visual appearance.
- Well-thought-out brand positioning is crucial for the purchasing behavior of your target audience.
- When hiring an agency, you should ensure full usage rights and the possibility to edit the results.
- Choosing specialized service providers for trademark registration is important to ensure optimal brand protection.
- Create a dynamic Corporate Design Manual that provides essential knowledge and materials for your team.
Step-by-Step Guide
Difference between Corporate Identity and Corporate Design
First and foremost, it is important to clarify the difference between Corporate Identity and Corporate Design. Corporate Identity encompasses the entirety of a company's appearance, including values, vision, and employee interactions. It is what your company represents and how it is perceived. Corporate Design, on the other hand, solely refers to the visual appearance, expressed through the logo, fonts, colors, and visual language. These visual elements must be consistently used across all company communication channels to create a unified image.
Learning through Comparison
An illustrative example to clarify is examining companies offering similar products but being perceived differently. For instance, there are toy companies that can attract completely different target groups through their online presence and design. While one company uses an authentic and modern design, another targets a price-sensitive customer group. Design significantly influences the purchase decision and the overall brand experience. Thus, it is important for your Corporate Design to align with your mission, vision, and values.
Tips for Hiring an Agency
If you want to hire an agency to implement your Corporate Design, there are some important points to consider. Firstly, make sure that the agency's results can be fully utilized and edited. A legal clause in the contract guaranteeing you exclusive, unlimited usage rights is essential. Additionally, the right to edit the results should be clearly defined in the contract. This provides you with the necessary flexibility for future adjustments.
Logo Design: Functionality and Versatility
A practical example: When creating a logo, ensure that it can be applied in various sizes and backgrounds. A good logo works well on both light and dark backgrounds and meets the requirements of different print formats. It should also be easily readable in very small formats. Therefore, it is recommended to create different logo variants in the presentation to demonstrate their versatile use.
Trademark Protection and Choosing the Right Partner
If you want to register your brand, ensure that you engage a specialized law firm for trademark applications. This ensures that your registration is complete and correct. Often, many classes can quickly become involved under which your brand should be protected. Careful planning and elaboration by an expert increase the likelihood that your brand is reliably protected.
Creating a Corporate Design Manual
Once your Corporate Design is established, creating a Corporate Design Manual makes sense. This manual serves as a guideline for all employees and ensures that all communication and marketing materials are consistently designed. However, it should not be static! Keep it dynamic by including print parameters of important printed materials, making future applications easy and error-free.
Summary
The distinction between Corporate Identity and Corporate Design is crucial for brand development. With tips on hiring an agency and brand protection, you are well equipped to develop a strong and consistent Corporate Design. This way, nothing stands in the way of your company's success.
