In brief: Corporate design is the visual form of an organisation’s identity: the use of logo, colours, typography, photographs, layout and their application across individual touchpoints.
How I use Corporate design in practice
In practice, with Corporate design I separate the creative idea from the communication task. First, it must be clear who is speaking, what they offer and why it should be trusted. Only then do I add surprise or emotion. I evaluate the result by the quality of response and subsequent behaviour, not only by visibility.
What to watch out for
Attention is not the same as trust. Corporate design can provoke reactions while weakening the brand or attracting an unsuitable audience. Watch out for claims without evidence, manipulative urgency and a format that overshadows the offer itself.
Questions for decision-making
- Whom exactly does the message help, and in which situation?
- What one meaning should a person take away?
- Which proof supports the main promise?
- How will we capture a quality response, and what will follow?