Corporate Identity CI and Corporate Design CD

We create your corporate identity, or develop it further so that your company or your products
have the right image for your target groups.

What is CI?

In short, the external and internal presentation, and the symbolism of your company, that
should appear as a closed decision-making unit with distinctive personality and characteristics.

You can distinguish between different components of the CI. One of them is corporate design
which is mainly perceived as your company’s appearance.

For example symbols, colours, letter templates, business cards, product packaging,
work clothes, building design, etc.

A further characteristic is corporate communication, responsible for a closed and coordinated
occurrence in all external in internal disciplines.

For example advertising, occurrence and behaviour.

A little focused feature in daily life is the corporate behaviour, which defines how corporate
culture is lived. In terms of dealing with customers, leadership, the ability to work in a team
and a comprehensive and hierarchy free ability to take criticism.

A negative example is the Lehman Brothers Bank that went in bankruptcy in 2008. Where
there was no acceptance of legitimate criticism in the leadership given. Warnings according
to business operations of the middle management (Feb 2007) weren’t taken seriously.

The corporate philosophy includes an understanding of value levels. Elements such as
values, norms and roles have an important role here.

A negative example would be an aid organisation that only focuses on the marketing of its
name, but not the promised assistance that it promotes and gives in a corresponding frame.

The corporate culture is the implementation of corporate philosophy that has to be lived in
daily work.

In reality often a mixture (by not clearly assigned values) takes place. The superficial, not
completely defined corporate image (external image of the company) does not count to
the concept of corporate identity.