Service · Brand & Authority
Corporate identity for technical B2B companies.
In technical B2B, a corporate identity has one main job: to convey credibility and competence so that a buying committee trusts the company to deliver a complex project reliably.
In short
Corporate identity covers a company's visual identity: logo, typography, colour system, imagery, the handling of technical illustrations and the templates used every day. It is based on the brand strategy. The result is brand guidelines and a template package your team applies on its own. Duration: four to eight weeks.
Definition
Corporate design is the visual part of corporate identity: logo, typefaces, colours, grid, imagery and design rules. It translates the brand strategy into a recognisable appearance across all media.
01 · Starting point
When a new corporate identity makes sense.
Many technical companies have an appearance that has grown over the years. Each department has its own templates, the website looks different from the trade fair stand, and data sheets follow a third logic.
Externally, this looks less professional than the company actually is. For a buying committee looking for a supplier for a multi-year project, that is a relevant signal.
A new corporate identity is not always a complete fresh start. Often a revised colour system, clear typography and consistent templates are enough to turn separate pieces into a system.
Typical occasions
- Repositioning or a new brand strategy
- Integration after an acquisition or merger
- Inconsistent appearance across media and locations
- A website relaunch or trade fair is coming up
- Internationalisation with new requirements
02 · Scope
What a usable corporate identity includes.
Existing logos are reviewed and only replaced for a substantive reason. Recognition has value.
- Module 01
Visual identity
Logo review and refinement where needed, typography, colour system with contrast check and grid logic.
- Module 02
Imagery
Rules for photography, illustration and technical visuals such as sections, diagrams and exploded views.
- Module 03
Applications
Presentations, proposals, data sheets, trade fairs, social media, job ads and email signatures.
- Module 04
Brand guidelines
A compact rulebook with examples and clear limits so employees and providers can work without asking.
03 · Approach
Five steps to the new identity.
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01
Analysis
Inventory of all media and templates in use, competitive comparison and alignment with the brand strategy.
- Current state review
- List of requirements
-
02
Design
Two to three design directions shown on real applications rather than empty mock-ups. Decision on and development of one direction.
- Design directions
- Developed visual identity
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03
Applications
Rolling out to the ten to twenty most important applications.
- Template package
-
04
Brand guidelines
Documenting the rules with examples and counter-examples.
- Brand guidelines
- File package
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05
Roll-out
Briefing of marketing, sales and providers. Step-by-step changeover by priority.
- Roll-out plan
- Briefing
04 · Deliverables
What you have in hand at the end.
| Deliverable | Format | Everyday use |
|---|---|---|
| Visual identity | File package | A consistent appearance across all media |
| Brand guidelines | PDF, 20 to 30 pages | Rules for the team and providers |
| Template package | Office and design templates | Daily use without an agency |
| Imagery | Rules with examples | Briefing for photography and illustration |
| Roll-out plan | Prioritised list | Gradual changeover without disruption |
Frequently asked
Frequently asked questions about corporate identity.
Does our logo have to change?
How long does the changeover take?
Can you merge two brands after an acquisition?
Who produces the photography?
Further reading
Relevant next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.