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Design for enterprise brands
20. Century was shaped by industrial companies. These industries created
a first basis of the public recognizability by visual conciseness.
The first uniform signets and logos shaped enterprises and it turned out
that this recognizing was effective particularly with products, which
were next the consumer. Like food or - so near that it even inhaling it
- cigarettes.
These products have only few positioning characteristics; what can shape
it above all, is their packing. Thus the typographic organization developed
as guidance medium of the mark styling. Since there was still no scientific
analysis of the mechanisms of styling on its embossing abilities regarding
the consumer behavior, the market decided evolutionary on the success
of the mark organization. The choice of the style was subjected to the
coincidence; if it was successfull, it has been "brand styling".
In the meantime the connections are investigated; also the neurology contributes
its part to understand the mechanism "brand".
Brand design is not a cavorting place of graphic genius any longer, but
an interaction of mark architects and designers arranging intuitively.
We merge this process into the strategic mark development. Starting point
is the consideration that purely abstract mark guidance models are to
be judged only with difficulty, if copywrited and visual elements and
thus the communication barness can not be experienced at the origin of
all considerations.
Daily practice shows that for mark guidance ideal-proves decisions on
high enterprise level are met. Management consists only rarely of marketing
and communication experts however.
There are rather frequently generalists, whose time is limited. Therefore
the Lünstroth advisors prefer the principle of illustration by applied
brand design with complex mark models. Because a decision can be made
fast and well-foundedly, if everyone knows, how the results will look
later in the conversion.
