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Corporate Design: What´s next?
Many decision makers have the firm conviction, Corporate Design is Corporate Identity and vice versa. And one must have a Corporate Design, so everything looks same and good.
Many advertizing agencies have the conviction that Corporate Design breakscreativity. They feel so restricted that they don´t feel able to create anything.
Both are right and thereby a wrong picture of Corporate Design and its function is mounted. Because Corporate Design is still a philosophy from times, as graphic constantness stood for a large, financially potent enterprise, which could afford extensive achievements within the range relating to crafts. In the age of computer generated frameworks Corporate Design is not longer reserved by strong companies, but also garage companies can arrange their means of publicity at smallest expenditure in uniform appearance. Corporate Design as "central theme " is no more a privilege. (But the agreement of Corporate Design with Corporate Identity.)
Today creativity makes the difference .
If all enterprises can hold on a Corporate Design, it is the substance
of the messages, which separates the chaff from wheat.
Communication must convince. That however only succeeds , if it acts convincingly.
For good advertizing agencies Corporate Design is not a barrier, but it
makes the actual task easier.
The creative ones must not be occupied with battlegrounds such as writings
and colors , but can concentrate on the substantial : To communicate the
co-ordinated message as convincingly as possible with the optimum medium
price performance ratio.
The Lünstroth Brand Advisors are moderators: On the one hand they
offer an analysis and optimization chances for an ideal fit of Corporate
Identity and Corporate Design, on the other hand they compile a topic
pool, from which convincing communication can be developed more easily.
