Case
Hochschulsport Campus Luzern
A brand that moves: identity, a platform for the brand guidelines, an online poster builder and a mobile sports programme – “Study. Meet. Move.”
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Corporate design
A visual identity with an idea and clear rules: logo system, colours, typography and applications – so the brand works the same everywhere, on screen, on paper and in space.
What corporate design is
Corporate design is the set of rules behind a visual identity: logo, colours, typefaces, grid, imagery and how they work together. It makes sure a brand looks the same on the website as in the annual report, on a poster or on a T-shirt.
Consistency is not an end in itself. It makes a brand recognisable.
From idea to form
Everything starts with a core idea: the thought that holds all design decisions together. Symbolism, colours, typography and imagery grow from it – which is why it all fits in the end.
Example TCS “Made Visible”: road safety not as a warning, but as a lifestyle brand. From this idea came the wordmark, a night-time imagery and a poster series that carried new motifs for three years.
Logo as a system
I do not develop a single logo but a logo system: base logo, horizontal variant, mini logo, clear space, colours and rules. The mark fits a poster as well as a browser tab.
Example Hochschulsport Campus Luzern: evolution to an italic, dynamic wordmark, strong cyan and the claim “Study. Meet. Move.” – documented in a brand book for web, print and merchandise.
Rules that work day to day
A good corporate design is strict enough for a consistent appearance and open enough for new ideas. Templates and an understandable brand book let the team keep working without a designer – for presentations, social media and publications too.
What it brings
- Unity: all channels speak the same visual language
- Recognition: a mark and a colour world that stick
- Efficiency: templates save time on every new application
- Handover: clear rules for team, agencies and printers
- Room to grow: a strong idea carries new applications too
How I work
- Understand: conversations, values, audience, review of the current identity
- Core idea: the thought that holds everything together
- Basics: logo system, colours, typography, grid, imagery
- Applications: website, presentations, publications, print, signage, merchandise
- Brand book and templates: rules, examples and files the team can work with
What you get
- Brand sprint: workshop, logo or refresh, colours, typography, guidelines
- Complete corporate design with applications and brand book as a website
- Brand guidelines platform for an existing brand
- Duration
- 2 to 8 weeks
- Production
- Myself; I build the brand book website myself
Elements I work with
- Core idea
- Logo system
- Colours
- Typography
- Grid and layout
- Imagery
- Templates
- Brand book
and more
Examples
- Cases on this page
- 3
- Fragments
- 7
Case
Matchd
Brand, platform and website bringing young tech talent and progressive IT companies together – designed like a magnetic field.
Case
Frankencoin
Brand, design system and dApp for the Swiss franc stablecoin: a Swiss cross made of pixels, calm natural tones and clear numbers.
Fragments
7Slides from presentations of these projects
Tell me about your identity: where does it fall short today, and where does it need to work?