CRE&NEO meets CO&CO
In the current issue of CO&CO we are present with one of our latest works alongside other well-known design agencies. For each issue, one participant is asked to write a “short message”. We had the honour this time. Enclosed you can read the whole article:
Good brand design increases brand value
The brand is the highest good of a company and the core of every good brand design. It serves as an anchor and point of orientation in an ever more complex and diversified brand world. At the same time, brands have to change continuously in order to meet the ever-changing challenges of digitalization. Creative agility ensures multifunctional design in a wide variety of communication channels.
The brand designer is becoming increasingly important in this context. He ensures that the brand moves visually or adapts to the new conditions without diluting the relevant and important brand core. Good brand design guarantees a homogeneous appearance across all customer touchpoints. In addition to the purely visual alignment of a brand, the multisensory experience is becoming increasingly important. Seeing, touching, hearing or smelling are fixed components of a contemporary brand design.
At the same time, good design serves as a vehicle to create customer confidence and strengthen the positive perception of the brand. The rigid corporate design model is a relic of bygone times. Today and especially in the future, well thought-out design concepts and design implementations must offer room to breathe.Good brand design therefore means:
Stringent on the one hand and highly flexible on the other.
Refreshingly new and simply familiar.
Touch the meta-level and stay in the beta stage.
Raising awareness of the value of good design among brand decision-makers in start-ups, medium-sized companies and corporate groups has top priority. Because good design creates differentiation from the competition and at the same time builds and/or expands brand values.
This results in positive monetary effects. At this point at the latest, corporate decision-makers should recognise and promote the value of good brand design.
CRENEO – New Creativity
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