Branding

A possible subline to the logo or a short explanation that is set independently and supplements the brand. However, this sentence or sub-sentence can also be part of a time-limited advertising campaign. Content can be a brand promise, for example, but it can also communicate the positioning of a range of services or the product benefits, a mission, vision or the unique selling point of a brand, says Wikipedia.

With a click dummy, the structure and some functions of a digital application can be tested before implementation and b.B. be adjusted. This creates a feeling for how the finished product (e.g. a website) behaves and feels before it is elaborately implemented.

Corporate design is also abbreviated to "CD" and is part of the corporate identity, but focuses on the visual character of a brand. Every colour, every script, every word has a psychologically demonstrable effect on the viewer. Feelings, moods and values that can be read in it must be determined in advance in a workshop in order to then determine the appropriate design elements as a corporate design. Rules are developed that define the handling of images, graphics and layouts. Corporate design also includes, for example, printed matter and, depending on requirements, signage, flyers, posters, brochures, annual reports, merchandise, stickers and the website or social media, which is usually the first point of contact for communication.

Corporate identity or "CI" is the complete character of a brand. Every color, every script, every word has a psychologically demonstrable effect on the viewer. Feelings, moods and values that can be read in this must be defined in advance in for example a workshop in order to then use the appropriate design tools such as corporate design, language, sound, etc. to set. In addition, rules are developed that define the handling of images, graphics, layouts, but also words and sounds. Corporate design (“CD”) usually includes, for example, stationery, signage and the website as the first point of contact in communication. The image is shaped and strengthened by the external appearance such as addressing the target group and choice of words, behavior in public and campaigns. How far a corporate identity is developed depends on many factors. This creates a complete visual and emotional picture - the character of a brand, based on the concept of corporate values and goals.

A content management system, or CMS for short, makes it easier for people to change content in the backend without having knowledge of coding. There is a user-friendly interface through which one can edit set content of the website. The majority of the website can thus be protected from unintentional editing or accidental deletion.

These are (some of the) possible color spaces in which we work and provide files or information. A rough distinction is made between analog (print) and digital, whereby the simplest classification would be: CMYK (cyan, magenta, yellow, key) is the color range in print and RGB (red, green, blue) that of screens. Within these, too, there are different profiles that are relevant depending on the application. For example, some printers have their print profiles in order to achieve the most accurate color reproduction possible (if you have a calibrated screen). To circumvent all these problems, there are color systems such as Pantone, HKS or RAL, which have their own code-based colors in order to be able to reproduce them true to color regardless of location and product. However, these are also more expensive. There is an overview here and a great conversion tool here.

There are different ways to implement a print product and each has advantages and disadvantages. A budget usually decides what is feasible. Because the more complex a print, a refinement and a further processing is, the more expensive it is of course. To simplify it, one could say that in a small print run, the unit price would probably be cheaper with digital printing than with offset printing, for example. In digital printing, however, CMYK four-color printing is usually used and only a few machines or printers have the option of filling in a fifth special color (e.g. Pantone) or varnish (e.g. UV or relief varnish). However, this is possible and common with offset printing, since different colors are specially filled in and processed depending on the project. This also leads to higher production costs. Adjusting the machine correctly requires a lot of waste (defectively printed sheets of paper). In offset, you can usually print larger formats than in digital printing, unless a larger and also more expensive plotter is used. Printer-Care says: "The printing industry knows many different printing processes and techniques. (...) According to DIN 16500 there are four main printing processes: relief printing, gravure printing, planographic printing and screen printing. There are also the techniques of digital printing. The four main printing processes differ primarily through the surface structure of the printing forms and the associated type of ink transfer." The high pressure does not play a relevant role for us at the moment (e.g. more in the artistic field), the gravure is used for large print runs or very high-quality print products. Flat printing includes, among other things, offset printing. "Laser printing is also often regarded as an electrostatic variant of this method. Flat printing is very versatile and comparatively cheap. It is suitable for almost all prints from medium runs", writes Printer-Care. screen printing includes screen printing as well as the variants risography and flock printing. These direct printing processes are only profitable for small to medium runs, but have the advantage that they can be used on almost all materials and objects.

"A final artwork refers to modern design measures that affect the design of a layout, with the final artwork being the third step after the scribble and the draft." Thank you Laudert.

The backend describes the technical structure of a page in the "background", whereas the frontend describes everything that is visible.

Graphics and icons are mostly vector-based elements. With icons, it is possible to illustrate content and make it easier to understand without many words, to underline texts and increase readability, to loosen up layouts or to use them as a recurring element for brands and thus support recognition. Graphics are almost everything that visually belongs to a brand and is not a logo, writing, photo or icon. This includes, for example, shapes or lines in the layout and possibly even illustrations such as collages and other text-supporting means.

A logo is a quickly recognizable brand recognition feature that should be remembered for a long time due to its uniqueness or simplicity. It's the face of the brand, so to speak, although other factors also play a role. For example, a distinction can be made between a figurative mark, a word mark or a combination of both. There is either an independent graphic element as a logo, with or without an integrated name, lettering in the company font or a specially developed font, or a combination of image and text. In most cases, the logo is responsive, which means it is designed differently for different applications (print, web, app) or for different sizes in order to always ensure the best possible readability and recognition.

Merchandise can be anything that complements a brand as a product or can be used as an advertising medium independent of print advertising. Sometimes there are also gifts for customers on special occasions or purchasable items with the brand name. The possibilities are very diverse: socks, fan scarves, pullovers, DIY kaleidoscopes, beer, adhesive tattoos or stackable concrete blocks as candlesticks in the form of a logo are just a few examples (to be honest, from Toto itself). Apparently you can also grow fruit with your own logo.

The packaging design does not only concern e.g. the cardboard box that a product is in, but also the decision in which a product is delivered and how it is implemented, what material it is made of, etc. It can also just mean that an existing decision is still in need of a final design. An example of packaging design can be seen here.

Photos, videos and animations can support the visual language in addition to graphics and icons. They can be custom made or used from an existing collection (stock photos) by purchasing the license. What makes more sense depends on the project, goal, and budget. It is taken into account that the mood created by the photo is CI-compliant and that the desired values and feelings are conveyed again.

All of these products aim, even more than other print products, to draw attention very quickly along with many others. Here it is nice to focus on the implementation and to develop something special. Especially when it comes to invitations and sometimes also flyers, you can think of folding and printing techniques, consider digital interfaces or include a merch product - there are endless ideas.

In Responsive Web Design, "also called responsive web design in German or RWD for short, English responsive 'reacting'" writes Wikipedia, so-called breaking points are defined in order to always be able to display websites that function optimally from a technical and design point of view. This is because a design made for desktop computers would very likely not look or work well on tablets and smartphones - elements would be displayed too small, usually too wide, things would be cut off, mouse-over functions would disappear, etc. The more breaking points, or breaking points, are established or programmed into a design, the smoother and better the website can adapt to the particular device. For example, in portrait mode, various horizontally aligned areas of the website would align vertically, sliders would perhaps be swiped rather than tapped on mobile, fonts would be larger, spacing smaller,... But these are just examples. To see in the application here!

There is also responsive design in logo design: depending on the application, there are ideally different logo versions, so that both very large and very small logo representations look good, are readable, the space is used, and so on. An example of this can be seen here.

Retouch is a video or image processing before the final result.

This is a simple representation of the website with the necessary elements and an overview of the sitemap (structure, links, subpages). The next step is the implementation of the interface, i.e. the defined corporate design design rules are used or a design is freely developed.

Search engine optimization ranges from smaller, technically relevant settings to extensive analyzes and marketing campaigns. There are important factors to consider in development in order to get the best possible listing as a website on search engines like Google.

The stationery is designed according to CD rules and can either consist of just a fixed letterhead or as a complete template for common font programs (e.g. Word, Pages). Normally, all relevant information about the brand can be found here: Logo, contact (email, telephone number, address), business form and, at least for invoice templates, bank details, tax number, VAT ID, etc. A possible slogan can also be used here.

Typography is the study of writing. It's not just about creating new fonts, but also knowing about existing ones. A distinction can be made between Grotesk (also called sans serif Linear Antiqua) and Antiqua, although strictly speaking there are other definitions (e.g. the serif Linear Antiqua, the Egyptienne or Slab). If one can speak of classic use at all, it is more common to use a serif font for larger amounts of text, such as a book, and sans serif for headlines and mostly smaller representations in digital applications for the sake of readability. But that is only very roughly said and fortunately everything else is also conceivable. There are also so-called broken fonts (e.g. Fraktur), non-proportional fonts (also: monospace), handwriting or cursive fonts, etc.

Like other areas of corporate design, the choice of font also has an emotional impact. Associations play a role here, but so does the handling of a font, its expression and, last but not least, legibility. Fonts can appear strong and loud, self-confident and serious, reserved and delicate, modern and technical - everything is possible and must be considered when choosing the right corporate font for a brand. A project with a concise house typeface can be found here.

The user interface design includes the design of the visible elements of an interactive application, e.g. website, app or user interfaces (of machine software, kitchen appliances, etc.). "User experience" is generally understood to mean the user-friendliness of an application, which also includes, for example, scrolling behavior and the sensible structure of a website. The goal is to create a positive user experience. An ongoing example of UI and UX design can be seen here.

Similar to color theory, there are also differences in print and digital application, although there are vector and pixel-based graphics for both areas. Graphics also mean logos, as well as illustrations or other representations. However, no photos or videos, which are only pixel-based. Each file format has its advantages and disadvantages: jpg and png can also be used for digital applications, as can svg, but only the latter is vector-based and therefore scalable (can be enlarged without loss). In contrast to the jpg, the png has the advantage of displaying transparency. A jpg can also be used for printing with the right color space. The vector based equivalent is the eps file. For example, logos are often passed on as such because they can be placed and scaled on any product.

The web design is created based on various factors. Usually there is a concept briefing that includes all the requirements. These can be, for example, the size of the page, but also the page structure with the navigation, features such as automatic social media integration, displays of weather apps or map services, but also special features such as the desire for storytelling, i.e. the more exciting experience of content, or animations. Once the budget question has been clarified, a screen design can follow. This is a simple representation of the website with the necessary elements and an overview of the sitemap. The next step is the implementation of the interface, which means the defined corporate design design rules are used or a design is developed freely. "User experience" is generally understood to mean the user-friendliness of an application, which also includes, for example, scrolling behavior and the sensible structure of a website.