Brand Design

1. Definition

The Graphic Design (Brand Design) is a form, activity and possibility to visualize conceptual correlations and to bring them into a graphic/ visual form.

It uses the possibilities of the typography, the fotographic and illustrative image composition, the color and the different materials and formats.

As a Brand Design it should visualize the brand of a company and increase the recognition value. Therefore it is the Corporate Design and a part of the Corporate Identity.

2. What is a „good“ graphic design?

There are many factors, that make a graphic design a good one. Although “taste” is mostly subjective, there are basics, that have to be taken into account to create an aesthetically appealing graphic design.


We have a few notes for orientation

  • the creativity of the designer and the functionality of the result are crucially
  • New typography/ functional typography (developed by Jan Tschichold) 
  • International Typographic Style

The science of visualization of data uses furthermore knowledge about

The most important thing for the visualization is the selection of the method. Prof. Dr. Werner Gaede identified 12 visualization techniques, that base on the syntactical as well as the semantical connection between text and image.identifiziert.


Inspiration can be found furthermore here:

  • create your own board on Pinterest and pin design trends

  • Identify design trends online
  • Orientation along the style and work progress of famous graphic designers
  • develop your own/ personal pattern for a “good” graphic design and live by it

3. What does the Corporate Design include?

Basic elements

1. Logo or Signet/ word and figurative mark (Branding)

Image or symbol (ideogram, figurative mark, signet) and lettering (typogram, word mark).

2. Corporate Graphic Design (communication and graphic design)

3. Corporate Typography 

Corporate typeface – a fitting and consistent typeface for the company and the company’s identity.

4. Corporate Picture (moving and static images)

A fitting and consistent imagery (photos, graphics, illustration) and symbols (icons) for your company and your company’s identity.

5. Corporate Color 

A fitting and consistent color climate/ concept for your company

Common color catalogues are::

6. Design guidelines in the form of a CD-manual​​​​​​​

7. Implementation of a CD into the workflow of a customer
You will need a well thought out concept for the implementation of the CD into the workflow. 

Furthermore (and mostly up to the customer’s wishes):​​​​​​​

  • Corporate Fashion (work clothes, company clothing)
  • Corporate Industrial Design (Product design)
  • Corporate Architecture 

Tip (german content) is a good information source for everything relating to graphic design. You can receive expert knowledge about and graphic design.

4. Layout principles

The four principles of professional graphic design

Proximity, orientation, repetition and contrast


Principle 1: Proximity

Elements, that belong together content related (image and caption), should be arranged spatially in proximity.

Principle 2: Orientation

No element within a design should be arranged randomly. A consistent orientation of the elements enforces the affiliation.

Principle 3: Repetition

Chosen design elements (for example color codes) should be repeated within the design. The repetition enforces the recognition value of your design.

Principle 4: Contrast

(Two) elements, that should not be similar, can be differentiated drastically. This builds up a clear hierarchy and a differentiation of more and less important content.

5. Design grid

Golden cut

The split ratio of the golden cut for design, art and architecture relates to nature.

Fibonacci spiral 

It is an approximation of the golden spiral created by drawing circular arcs connecting the opposite corners of squares in the Fibonacci tiling.

Rule of thirds

Is a design rule for photography that leaves the golden cut ajar.


Überprüfen Sie anhand unserer Checkliste, welche Komponenten des Markendesigns Sie noch für Ihr Unternehmen benötigen.