Corporate Identity or Why Today Everything is Important
Things were simpler in the good
old days. Tasks were executed in their natural
order – just as a
movie does not end before its climax and popcorn
is not sold before actors are cast.
Today, processes occur almost simultaneously, a
fact that makes the tasks of a design office much
more demanding. While the mission statement is being
defined, the name must be developed, the basic elements
of the corporate design must be laid out, and the
appropriate language for the company must be found.
It is only when all of the various elements are precisely
coordinated that we obtain a consistent company image.
Much like the making of a movie.
No matter how famous the director is, if just one
actor performs poorly, or if the editing or the soundtrack
is not right, then certainly you will not find viewers
on the edge of their seat. And if the screenplay
is not right it is useless to even begin.
As a design office we have worked
on behalf of many large and small brands. No matter
whether we’re designing
a trade show stand for Mercedes-Benz or the entire
identity of the Pinakothek der Moderne, or whether
we’re developing only the new trade mark for Saturn
or explaining the complex business of biotechnology
on behalf of GPC, our concept is always the same:
"Deep Design" or
For us as a design office the
focus of work results from the respective proximity
to the brand. Hence,
our tasks always have something to do with revealing
an identity, even in cases where the relevant object
is limited. To this extent there is nothing that
is unimportant. We work out ways of expression, which
reflect the essence of a company or institution authentically
and holistically. We try to make its specific "character" visible
by means of a precise aesthetics.
The fact that the processes
of "identity formation" are
becoming more and more complex demands a high sensibility
and intensive cooperation with the client. On account
of our insistence on conceptual consistency, we are
sometimes regarded as "irksome" – but that
is a price we are willing to pay. For it is our claim
not only to advise, but as partners to take a step
or two together with our client.
We have called our concept "deep design",
a term that is now familiar to most of our clients.
To make visible, to question, to inspire, to accompany,
and to demand – this has also characterised our work
for two large firms in the media business. One of
the firms was KirchMedia, now insolvent. The other,
ProSiebenSat.1 Media AG, has held a work relationship
with us for nearly eight years now – a testament
to our successful cooperation.