Corporate – what?
Author: Kurt Schauer
We have seen how a well-thought-out corporate identity creates non-verbal communication – and what radiance a strong, consistent brand presence possesses. What has changed? Companies no longer exclusively „publish“, but communicate via a multitude of channels. Welcome to the age of „Corporate Media“.
Ask questions, create designs
As creative designers, we can make a decisive contribution to corporate communication, especially in the area of corporate design. We still regard developing a sound concept as the core task of an advertising agency. In close collaboration with the client, through thorough research and our know-how, we create the framework for a meaningful corporate design (CD). We identify the brand core, the unique selling point, the „USP“ – and from this a visual concept emerges. We make this visible – and are convinced that it fits. In this way, we express our way of thinking in a well-thought-out corporate design.
Elements of Corporate Design
Corporate design consists of various elements that are logically based on the company’s identity. For many, a concise and memorable logo is the epitome of successful corporate design. However, original components such as colors and fonts are increasingly becoming the focus of communication. „Typographic Branding“ in particular is gaining importance in print and online media, which are often overloaded with symbols and icons. It gives brands more character across all channels. Important questions in this context are:
- Which fonts convey the company’s values?
- How are these used?
- Which colors are assigned to the fonts?
If these elements are used skillfully, the brand remains in memory longer and is more easily recognized by the viewer.
In addition to defining fonts and colors for print, web, and spatial applications, visual language is now attributed a significantly greater impact. Why? – Communication is becoming increasingly fast-paced! An image emotionally appeals to the viewer in fractions of a second and, as is well known, „says more than 1,000 words.“ We ensure a stringent photographic style with authentic situations and models, as well as exciting perspectives. This is how we create emotion and identity – and stay in mind.
Classic stock material can rarely meet these requirements. The widespread corporate design manual with application examples for:
- Letterheads, business cards, and stamps
- Flyers and posters
- Presentations
- Websites
- Banners, signs, and flags
and more
is increasingly being replaced by flexible and holistic design systems. These definitions are bundled and accessible on a web platform for designers, developers, secretariats, or suppliers. A well-thought-out visual identity serves all internal and external target groups as a guideline for expressing the company’s identity.
From Corporate Design to Corporate Media
For many companies, we often see a need for action that extends far beyond the mere creation of a corporate design. To truly reflect the overall image of a company, it’s not just about visual elements. The tone, or „tonality,“ plays a crucial role. How does the company greet its employees and visitors? How does it speak to me? Perhaps not only with words, but also through unique architecture and a functional, intelligent wayfinding system. How can a user-oriented mindset be enriched through meaningful and stylish communication?
At KAOS, we asked ourselves these questions early on and have been bringing our holistic approach to discussions with our clients for years.
In a nutshell: Corporate Media
- Uniform communication
- with EVERYONE
- across ALL channels
„Corporate Media“ refers to the continuous and periodic transmission of information for end customers, but also for employees, business partners, and more – across all channels. An absolute must-have within the framework of integrated communication. The more professionally the media are designed, the stronger and more credible they appear to the various target groups. What must not be forgotten in the age of social media: Well-functioning corporate media not only offer exciting and relevant content but also a direct line to the customer – in both B2B and B2C sectors.
„Storytelling“ since 1992
You tell a story. We draw these stories out of our clients and tell them all the more impressively. We view and understand companies holistically and provide clear guidelines. And we have been doing so successfully since 1992.
Do you have questions?
Anett Auerswald
Agency Director/Director of Arts
