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Jedes Corporate Design braucht eine gute Story. Und es muss einfach anwendbar sein.
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Der Auftritt einer Marke ist immer der Spiegel ihrer strategischen Positionierung und unternehmerischen Werte – verändern sich diese, ist es auch an der Zeit, das Corporate Design zu hinterfragen. Und auch wenn alles gleichbleibt, schadet ein kritischer Blick auf die eigene Darstellung nicht: Denn Markenwerte stehen immer im Kontext der Gesellschaft, in der sie kommuniziert werden. Möglicherweise haben sich die Assoziationen der Zielgruppe zu bestimmten Werten verändert und machen eine Neujustierung des Auftritts notwendig.
Kurzum: Wenn man einen etablierten Markenauftritt anfasst, braucht es dafür gute Gründe. Veränderung um der Veränderung wegen machen wir nicht. Denn ein Design, das eine Marke erfolgreich über Jahre hinweg begleitet und Trends überdauert, ist ein Merkmal der Beständigkeit, das wir nicht vorschnell über Bord werfen. Daher gibt es immer wieder Projekte, bei denen wir das Design nur behutsam schleifen, wir jedoch Unternehmen dabei unterstützen, es leichter in der Anwendung zu machen. Wir begrenzen Regeln auf das Minimum des Notwendigen, stärken aber etablierte Brand Codes. So ermöglichen wir Flexibilität in der Anwendung und mediengerechte Kommunikation an jedem Touchpoint.
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Corporate Identity
Corporate Design
Brand Architecture
Logo Design
Corporate Type
Visual Language
Graphic and Icon Style
Corporate Fashion
Corporate Language
Nomenclatures
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Sound Branding
Digital Experience
Motion Design
Naming
Design Applications
Templates
Design Guidelines
Corporate Literature
Stationary
Signage
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„Der größte Fehler, den Marken machen können, ist, dass sie sich an anderen orientieren – und dabei die Kraft der eigenen DNA übersehen.“
Norbert Möller,
Executive Creative Director, Peter Schmidt Group
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