Krauss-Maffei Corporate Design
Excerpt:
Introduction
A corporate design (CD) is a set of design elements that, systematically used, create a distinctive and coherent visual identity for a company or other organization. Repetition and consistency strengthen the impression and help to build up a complete corporate personality – the corporate identity.
A corporate identity (CI) has many components, with the visual identity among the most important. The corporate design is responsible for creating and maintaining this visual element. By always repeating the same set of carefully selected and distinctive visual signals, we make sure that people will recognize the company, our brand and what we stand for.
This corporate design manual defines elements – such as typeface, colours and proportions – for use on products, in paper-based communication and in the new electronic media. It sets out the framework for achieving a clear and coherent corporate design that will have a positive impact on the corporate identity. These design rules are mandatory throughout the company. (…)
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Krauss-Maffei Corporate Design
