07.04.2023
Brand design is the creation of the visual and verbal elements that represent a brand. This includes the logo, colours, fonts, images and language.
An appealing brand design helps to set the company apart from the competition, build an emotional connection with customers and create a strong brand identity. It is important that the brand design is consistent and relevant to gain customer trust and position the company for success.
It is equally important to revise the brand design from time to time, as tastes and trends can change over time. If the brand design is outdated or no longer relevant, this can cause the company to lose its appeal to its target groups. Revising the brand design can help refresh the company, make it more modern and appealing, and better align it with the needs and expectations of customers.
However, a lot of tact is required when revising the brand design, because it must be ensured that the identity and values of the company are preserved.
For the revision of the brand design, we sat down with Sebastian Grazer and his team from BC23. On the one hand, they have a lot of experience in this field, and on the other hand, it was important for us to get a fresh, modern view from the outside.
Starting point
The starting point for the development of the visual identity and brand architecture was the modernisation process of Mechafin's brand website AG. As well as the creation of a common overarching brand architecture for Mechafin, Gimota and Otto Schoch AG. Captured in a corporate design manual that includes the following:
- Clear definition of the brand and brand elements
- Colour definitions
- Typography and font families
- Design elements, etc.
Brand Pattern - Picks up the iconography of the existing logo elements.
Business card design - with parts of the brand pattern
Catalogue design - picks up the iconography of the existing logo elements and combines them with key visuals.