Brand Design

For sure: It has to be beautiful.

Brand design and corporate design play an essential role in shaping a company’s image and identity. Effective brand and corporate design should be able to communicate the company’s values and goals to the target audience clearly. In this essay, we will discuss the requirements that brand and corporate design should meet.

First and foremost, brand and corporate design should be visually appealing and aesthetically pleasing. It should capture the essence of the brand and communicate its values through a coherent visual language. The design should be unique and instantly recognizable, enabling customers to distinguish the brand from its competitors.

Additionally, brand and corporate design should be versatile and adaptable. A good design should work across various mediums, including digital and print, and be scalable to suit different applications. It should also be flexible enough to allow for updates and modifications without losing its core identity.

Moreover, brand and corporate design should be relevant to the target audience. It should resonate with the customers and create an emotional connection. The design should be tailored to the customers’ preferences, lifestyle, and needs, aligning with their values and aspirations.


Furthermore, brand and corporate design should be consistent and cohesive. It should convey a unified message across all touchpoints, including packaging, advertising, website, and social media. Consistency in design reinforces brand recognition and builds trust and credibility.

Another important requirement of brand and corporate design is that it should be authentic and honest. The design should accurately reflect the company’s values and purpose, without making false claims or exaggerating the product’s benefits. Customers value authenticity and transparency, and misleading design can lead to distrust and disillusionment.

Lastly, brand and corporate design should be memorable and enduring. A good design should have a lasting impact on the customers and leave a lasting impression in their minds. It should evolve with the brand over time, but still retain its original essence and identity.

In conclusion, brand and corporate design should meet several requirements to effectively communicate a company’s values and identity to the target audience. A visually appealing, versatile, relevant, consistent, authentic, memorable, and enduring design will create a strong brand image and resonate with customers, leading to brand loyalty and increased sales.

For a company, a design that looks just good is clearly not enough. Companies are in competition. Their decision-makers are responsible for the profitability and success of the company in general.
Therefore, corporate design can’t rely on appearance any longer, but it must actually become design in the Anglo-Saxon sense: It must work.
Above all, a design should motivate employees and focus on the corporate brand. And it should generate pride in the own company and it must be a signpost that illustrates the unique position of the company in competition.
In practice, the implementation plays the decisive role: Successful corporate design is consistently and internationally feasible.
It should therefore work across cultures and media: Intercultural competence is required. (That’s why at Lünstroth, not only designers and computer scientists work, but also an anthropologist.)
Lünstroth Corporate Identity develops cross-cultural and cross-technology designs and translates the identity “fitting” for all countries and devices into brand experiences.

Corporate Brands can increase their market shares dramatically by boosting their reputation.

Not only the greater economic success is relevant but the better image regarding employer branding.

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