Corporate – what?
Author Kurt Schauer
We saw how a well-thought-out corporate identity creates non-verbal communication - and the power of a strong, consistent brand presence. What has changed? Companies no longer just "publish" but communicate via a variety of channels. Welcome to the age of "corporate media".
Asking questions, creating designs
As creative designers, we can make a decisive contribution to corporate communication, especially in the area of corporate design. We still consider developing a well-founded concept to be the core task of an advertising agency. In close cooperation with the client, through thorough research and our know-how, we create the basic framework for a meaningful corporate design (CD). We identify the brand core, the unique selling point, the "USP" - and from this a visual concept is created. 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.
Corporate design elements
Corporate design consists of various elements that are logically based on the company's identity. For many, a concise and memorable logo is the symbol of a successful corporate design. But the 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 here 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 will stay in the memory longer and will be more easily recognized by the viewer.
In addition to defining font and color for print, web and spatial applications, imagery is now considered to have a much greater impact. Why? - Communication is becoming ever more fast-moving! An image speaks to the viewer emotionally in a fraction of a second and is known to say "more than 1.000 words". We ensure a consistent photographic style with authentic situations and models as well as exciting perspectives. This is how we create emotion and identity - and stay in the mind.
Classic stock material can rarely meet these requirements. The widely used 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 available to designers, developers, secretaries or suppliers on a web platform. A well-thought-out appearance serves all internal and external target groups as a guideline for expressing the company's identity.
From Corporate Design to Corporate Media
We often see a need for action in companies that goes far beyond simply creating a corporate design. To truly portray the overall image of a company, it is not just about visual elements. The tone, the so-called "tonality", plays a crucial role. How does the company greet its employees and visitors? How does it speak to me? Perhaps not just with words, but also through unique architecture and a functional, intelligent guidance system. How can a benefit-oriented mindset be enriched by meaningful and stylish communication?
At KAOS, we asked ourselves these questions early on and have been bringing our holistic approach into discussions with our customers for years.
In a nutshell: Corporate Media
- consistent 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 in the context of integrated communication. The more professionally the media is designed, the stronger and more credible it appears to the various target groups. What must not be forgotten in the age of social media: well-functioning corporate media not only offers exciting and relevant content, but also a direct line to the customer - both in the B2B and B2C areas.
"Storytelling" since 1992
They tell a story. We get these stories out of our customers and tell them all the more impressively. We look at and understand companies holistically and provide clear guidelines. And we have been doing this successfully since 1992.
Any questions?
Anett Auerswald
Agency Management/Director of Arts
