Partners and agencies interpret the brand differently
Without clear guidance, ads, social media and presentations drift apart.
Services · Branding
Corporate identity
Corporate identity: rules and components that help your team and suppliers represent the same brand. Compact, practical and designed for digital use.
- Contents
- Colours, fonts, imagery
- Scope
- Concise rather than 80 pages
- Duration
- Around 3–5 weeks
- Optional
- Templates & website
Corporate identity helps everyone speak the same brand language.
When more than one person communicates, your identity can drift: different shades of blue, fonts and image styles. This looks unprofessional and weakens recognition.
A corporate identity (CI) defines how your brand looks and sounds. I make it deliberately compact and practical: a clear system with examples rather than a manual nobody reads.
Does this sound familiar?
Web and print do not match
Different colours and fonts dilute your identity. A system creates consistency.
New employees do not know what is allowed
Without brief, understandable rules, uncertainty and questions multiply.
What a corporate identity includes
Logo usage
Variants, minimum sizes, clear space and permitted backgrounds.
Colour system
Primary and secondary colours for screens and print, with contrast guidance.
Typography
Heading and body fonts, sizes, line spacing and hierarchy.
Image style
Photography and graphics guidance: subjects, mood and editing.
Layout principles
Grids, spacing and examples of common applications.
Dos & don'ts
Concrete examples of correct and incorrect usage to make the rules practical.
How a useful identity system is structured
Concise, not a novel
Guidelines are only used if people can grasp them quickly. I put the key rules on a few pages, with detail available when needed.
Digital and print
Colours, fonts and grids are defined for web, social media and print. I check web fonts and contrast beforehand so the website and accessibility work together.
Templates save time
On request, I apply the identity to presentations, letterheads, social media templates or a website design system. The rules then need not be interpreted from scratch every time.
A living system
Brands evolve. I build systems that can accommodate new products, channels and colour variants without losing their core identity.
From review to finished system
-
Review 1 week
Assess existing materials, channels and applications: what works and what does not?
-
Build the system 1–2 weeks
Develop and test colours, typography, imagery and layout principles.
-
Deliver the guidelines 1 week
Clear rules and examples, with files and assets.
-
Application (optional) As needed
Implement templates, websites or social media designs.
When corporate identity is useful
A good fit if
- Several people or suppliers communicate on behalf of your brand.
- You use multiple channels: website, social media, print and advertising.
- You are planning growth and want to maintain consistency.
Probably not a fit if
- You do not yet have a logo and first need a wordmark or symbol.
- You want a brand manual running to hundreds of pages.
Corporate identity questions
Corporate identity is a company's sense of itself and its consistent public presence. In design, the term usually refers to the visual system of logo, colours, fonts, imagery and layouts, also called corporate design.
Corporate design is the visual part. Corporate identity also includes values, communication and behaviour. In practice, CI is often used for the whole system.
It depends on scope and applications. You receive a fixed-price proposal after the introductory call.
Usually 3 to 5 weeks, depending on scope and feedback turnaround.
It becomes useful as your website, advertising and social media grow or external partners get involved. Solo businesses also benefit from clear rules.
Yes. I can implement it as a web design system to keep pages consistent.
Why es.design
01
Custom-built, never off the shelf
Every website is built for your business and your people – no themes, no templates, no 08/15. Powered by Storyblok, Vercel and Supabase.
02
100% personal
One contact for strategy, design and build – no account-manager ping-pong.
03
Fixed price, clear scope
You know what you get and what it costs before we start.
04
Local, digital everywhere
Studio in the Odenwald, projects across the region and beyond.
Ready for a first-class web project?
Free 30-minute intro call – no pitch deck, no obligation.
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