Why we think big and realise brand presences with attention to detail
When a client says, “I need a new logo,” the question behind it is usually, “Who am I, and how do I communicate that to my clients?”
Corporate Design sorgt für ein einheitliches, visuelles Erscheinungsbild und trägt maßgeblich zur Identität einer Marke bei. Es braucht daher auch viel mehr als “nur” ein Logo, um die Darstellung, das unverkennbare Erscheinungsbild eines Unternehmens, zu transportieren: Farbklima, Signet, Typografie, Layout, Infografik, Illustration, Fotografie, Video, Animation, Sound, Medienauswahl u.a.m. ergeben einen Gesamteindruck, mit dem die Marke für Ihre Kunden sichtbar und erlebbar wird. Multimedial.
Brand development: Questions about questions …
The heart of the corporate design is, of course, the brand. When designing the brand mark, far-reaching decisions are made for the overall appearance. The decision on typography alone says a lot about the company and its positioning:
- Which style of writing makes the right statement – historical, humanist, geometric, handwritten, scribbled, modernist, coded …?
- Which letterforms support the statement – uppercase, lowercase, unicase?
- Which detail shapes are appropriate – sharp-edged, rounded, playful?
- How should the font be set – right-aligned, left-aligned or lord-centred?
- Should the logotype also be used as a house font?
Which writing systems are then necessary – Latin, Cyrillic, Hebrew, Arabic …?
The details matter
Almost every emotional statement can be typographically reinforced – or counteracted. And once the right font has been found, we already ask the next questions: Which colour promotes the statements? Is a signet, a figurative mark, meaningful, necessary and desirable here? Does the sign harmonise with the typography? Does the brand need to be supplemented with a claim? And so on …
This may read as an exaggeration, but it is essential on the way to the goal: although the viewer with an “untrained eye” does not consciously notice many details in the split second of perception, this does not mean that they are not effective. It is precisely the details that have a major influence on the image of a brand. Loosely based on Charles Eames: The detail is the design!
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