1. Clarity & simplicity

A strong brand is kept clear and simple so that it is easily recognized and understood. Complex or cluttered designs can be confusing, while simple and concise elements make it memorable.

2. Consistency

The brand should be applied consistently across all communi- cation channels - whether on business cards, websites or in advertising materials. 

Consistency creates trust and ensures that the brand is easily recognized.

3. Memorable color palette

In addition to the logo, colors play a central role in corporate design. Choosing a unique and well-coordinated color palette that matches the brand identity helps to convey emotion and make the brand visually distinctive.

4. Typography

Choosing a consistent and distinctive font that fits well with the brand personality can have a big impact on perception. 

The typography should be legible, memorable and emphasize the brand image.

5. Elements

Beyond color and typography, individual brand elements can also contribute to a brand image with a high recognition value. This can be a special illustration style or a special visual world, but it can also be the interplay of grid and white space, which gives the brand a special character.

6. Flexibility & adaptability

A strong brand must be flexible enough to work well on different media and formats, whether digital, in print or on products. At the same time, it must remain modern and adaptable in order to remain in the future without losing its core identity.