What does a corporate design include and what does a small business really need?

In short: A corporate design consists of logo, colours, fonts, imagery and the rules for how these are used on print media, the website, signage and social media. Small businesses don't need an 80-page manual. A style guide with just a few pages and cleanly set-up templates is far more useful day to day.

What building blocks make up a corporate design?

Logo with variants

Main logo, landscape format, compact mark, versions for light and dark backgrounds, plus minimum size and clear space.

Colours

One main colour and two to four secondary colours, with exact values for print (CMYK, Pantone) and screen (RGB, HEX). Without the print values, the red on the leaflet looks different from the red on the sign.

Fonts

Usually one font for headings and one for body text. Check the licences for web and print, and define a fallback font for Word and PowerPoint, otherwise every employee builds their own version.

Imagery and graphic elements

Which photos suit you? Add to that shapes, lines or icons that make you recognisable, even without a logo.

Applications

Business cards, letterheads, leaflets and brochures, presentations, social media graphics, the website and signage.

What does a corporate design look like in practice?

For Zahnärzte am Stadtpark in Vienna, I created a CD manual . Since then, Leaflets, Flyers and print media have been produced on the same basis, faster and without debates about colours.

At Comdion , the visual identity ranges from business stationery to an advertising banner and fleet branding. It is the interplay of all these elements that makes the business recognisable on the street.

What does a consistent brand presence achieve?

• Recognition: Anyone who has seen you once will recognise you again.
• Trust: A coherent image comes across as reliable, especially for doctors, law firms and tradespeople.
• Speed and cost: New advertising materials are created faster because the rules are already set.

What does a small business really need?

In my experience, this is enough to get started:

• Logo package with all variants
• one page with colours and fonts
• Templates for business cards, letterhead and a presentation or social media template

Everything else grows along with new applications as they come up. Defining everything at once often means paying for rules that are never needed.

Frequently asked questions about corporate design

Do small businesses need a corporate design too?

Yes, in a lean form. Small businesses in particular benefit, because every later advertising material becomes easier and more affordable.

Corporate design or corporate identity?

Corporate identity covers the entire self-image, including values and communication. Corporate design is the visible part of it.

Can I develop my existing design further?

Yes. Often it is enough to define colours and fonts and refine the existing logo.

Would you like to make your brand presence consistent? Write to me or book a free initial consultation directly. Find out more about my services at Logo design and corporate design.