24. March 2015

Most will already have heard of corporate design, yet the question may remain what all the fuzz is all about. Corporate design is one of the pillars of corporate identity. Others include corporate communication, corporate behavior, corporate philosophy, corporate culture, and corporate language. Corporate design, however, is the guiding principle for the overall company presence.

Corporate design comprises all communication means both in print and online including stationary, business cards, company logo, advertising, brochures, and packaging. Corporate design also plays a major part in product development and appearance, as best seen in the guiding principles at Apple. It even incorporates the uniform appearance of employees and their clothes. An internet presence should similarly adhere and fit with the corporate design of a company.

The guiding principles of a corporate design can generally be found in the corporate identity manual available to employees, printing and advertising companies. Company colors and themes as well as image styles and fonts all form part of a corporate's identity. Keeping these aspects in mind and adhering to them throughout a company's activities increase the brand's recognition.

First and foremost, corporate design is influenced by one important rule: "form follows function". Corporate design is not only about a brand's recognition, it is principally about the user's experience; such as readability and access to information, products, and services. The message that is to be communicated needs to be instantly clear to potential clients and business partners. If corporate design fails to communicate a company's message, even the best design is rendered worthless.

Corporate design is as important for a brand's recognition as the entire corporate identity. Effective corporate design gives a company a crucial advantage
over competitors and ensures that it stands out from the masses.

Fazit: Don't save on corporate design; use it to succeed over your competitors.