YOUR DIGITAL IDENTITY
Especially online, the digital surface on websites, apps, social media, or blogs is the first thing a potential customer notices of a company. This first impression is decisive whether a prospect becomes a buyer. This succeeds when the corporate identity is reflected in the visual design. Find out in our blog post what the differences between corporate identity and corporate design are and why corporate design is more than just a logo design.
CORPORATE DESIGN VS. CORPORATE IDENTITY – WAS IST WAS?
The terms corporate identity and corporate design are often used synonymously, although strictly speaking, they do not mean the same thing. Both terms are equated with the visual aspects of a brand: colors, shapes, fonts, logos, symbols, layouts. However, the design of a company only results from its identity. Ideally, the design is a representation of the business culture, worths, as well as attitude. In addition to the corporate design, two other aspects belong to a strong corporate identity:
- Corporate communication (with which voice does a company speak and how is internal and external communication carried out?) and other things
- The corporate behavior (how does a company behave towards customers, service providers, and the public?).
These three aspects form the core of a company and determine its external perception and brand identity. Ideally, all aspects should result in a rounded picture and contribute to one another. The external perception determines the image of a company. If there is a break in what she says and what she does, it is perceived as a breach of trust.
WHAT DISTINGUISHES A GOOD CORPORATE DESIGN
Corporate design is the identity poured into a shape. In order to develop a coherent visual overall picture, it is necessary to include all aspects that make up the corporate culture. A design consists of much more than a logo. For a professional designer, the target group of the company is playing an important role. Because good corporate design is geared towards the user. So on the one hand it is about presenting the company concisely and on the other hand, it is about reaching the customer target group. This means that not all aspects of corporate identity have to be incorporated into the design, but only those aspects that are particularly important for the target group.
THE CORPORATE DESIGN IN THE DIGITAL WORLD
On websites and blogs, in particular, the design is the first thing that catches the user’s eye. Here it is decided in milliseconds whether the user will find what they are hoping for. A company also wins a user through sympathy. Large, friendly images generate emotions and make the user linger longer on a website than plain text.
The conscious use of colors, imagery, and structuring elements in the layout of a website guides the user without having to think twice. The web surfer has one requirement: he wants to get to the information he is looking for quickly.