The Brand Identity Process: From Analysis to Handover
Author: Matthias Wimmer · Published: April 24, 2023 · Updated: October 16, 2025
How is a Corporate Design developed strategically?
A corporate design isn’t created by chance, but rather through a structured process. This guide shows small and medium-sized businesses and startups how a design agency proceeds in five steps – from analysis to further development – and who is involved in the process.
A company’s visual identity is the face of its brand strategy. A successful corporate design must be carefully crafted to align with the company and its goals.
A structured process ensures that every step is well thought out and planned.
As a corporate design agency with over 20 years of experience in developing corporate identities, we would be happy to assist you in developing your corporate design.
5 Steps to Creating a Corporate Design
We use a structured process to professionally develop your corporate design: from corporate identity to a successful corporate image. Methodical – professional – digital.
1 Analysis
- Strengths and Weaknesses of the Existing Brand Identity
- Industry, Target Audience, and Competition
- Objectives for the New Corporate Image
2 Concept
- Company Values and Core Messages
- Brand Design Guidelines
- Creative Ideas and Concepts for the Brand Identity
3 Development
- Logo design that represents your company
- Creation of design elements
- Print and digital applications
4 Implementation
- Creation of the required files
- Implementation of the new design
- Documentation and training
5 Evolution
- Evaluation
- Adaptation and Optimization
- Maintenance and Further Development
1. Research and Analysis
The first step in the corporate design process is to understand the company’s identity. The goal is to translate the corporate identity and corporate design into a corporate image.
The process begins with a detailed briefing. You can use our briefing form to prepare.
What is your company’s DNA?
During the analysis phase, we work closely with you to get to know your company. We gain an overview of your company’s values, target audience, industry, competitors, and market. This forms the foundation for developing a corporate design strategy.
This information is crucial for developing a visual identity that represents your company and appeals to your target audience.
Result
- A clear understanding of your company’s values, personality, and positioning.
- Your company’s short-, medium-, and long-term goals.
- Insights into the needs and preferences of your target audience.
- An analysis of your competitors’ brand identities.
2. Strategy and Concept Development
Based on research and analysis, we develop a corporate design strategy. It establishes the fundamental criteria for the development of the new corporate design.
The Foundation of Corporate Design
Once we have a good understanding of your business, we begin developing creative concepts for your corporate design.
We design various approaches for your logo, typography, color palette, and visual language. This results in a distinctive and compelling brand identity with high recognition value.
We develop a clear direction for your corporate design that aligns with your company’s values, personality, and positioning. We also ensure that the design concept works effectively and visually appeals to your target audience.
Result
- A design concept that includes a color palette, typography, visual language, and other visual elements tailored to your business.
- Design concepts (mood boards) that are reviewed and evaluated in light of your goals.
Your direct contact for corporate design
Matthias Wimmer
If you’d like to learn more about working together, you can discuss a project directly with Matthias Wimmer.
Ready for a free initial consultation?
3. Corporate Design Development
Once the creative direction has been agreed upon, the design development process begins. This includes logo design, defining colors and typography, creating graphics, and establishing guidelines for visual language.
The Design Comes to Life
This phase involves refining the selected design concept. We develop all corporate design applications that make up the new brand identity. Together, we ensure that the new corporate design meets your expectations. We take into account how the design will be implemented across all platforms, including print, web, and social media.
This step involves the actual creation of your corporate design. We ensure that the corporate design is visually appealing, functional, and consistent across all touchpoints of your brand.
Result
A consistent and cohesive corporate design that reflects your brand’s personality, values, and positioning.
- A consistent corporate design that reflects your brand’s personality, values, and positioning.
- Logo design or logo redesign.
- Definition of fonts and typography.
- Development of a color palette.
- Definition of visual language and illustrations.
- Design of graphic elements and icons.
4. Introduction and Evaluation
The corporate design will be implemented across all relevant platforms – for example, on websites, social media, in printed materials, and on other channels. Guidelines for the consistent application of the corporate design across all platforms will be defined.
We document these guidelines in a simple and clear manner in a style guide or brand book. This makes it easier for users to apply the design and ensures consistent use of the corporate design.
Result
- Implementation of your corporate design across all touchpoints of your brand.
- We document the guidelines in a simple and clear manner in a style guide or brand book, as exemplified by our CD Guidelines.
5. Further Development of the Corporate Design
Once your new corporate design is in use, we’ll support you with ongoing evaluation and refinement. Your corporate design should continue to meet your needs and goals well into the future.
Consistency and effectiveness are guaranteed. This helps build brand awareness, loyalty, and credibility.
Result
- Ongoing evaluation and optimization of the corporate design.
- Building brand awareness, loyalty, and credibility.
Ready for a professional brand identity?
Whether it’s corporate design, a website, or animation: Let’s discuss, with no obligation, how we can effectively showcase your company.
Benefits of a Structured Design Process
Consistency
The result is a corporate design that is consistent across all platforms and creates a cohesive and recognizable brand identity.
Efficiency
A structured design process helps identify and solve design problems early on. This reduces the need for revisions and saves time and resources.
Communication
A clear framework for the agreements between the design team and the client ensures that everyone involved works toward a common goal and that the company’s vision is realized.
Positioning
A structured design process includes an analysis of the market and the competition. This is essential for creating a corporate design that effectively positions the brand in the market.
Our article “What Are the Benefits of Corporate Design?” explains the specific benefits that a well-thought-out corporate design can bring to your company.
Who is involved in the Corporate Design process?
To ensure the success of a corporate design process, it is important to involve various stakeholders. This ensures that the design aligns with the company’s brand strategy and overall marketing goals.
In addition, the project participants serve as advocates and ensure that the new corporate design is accepted and implemented within the company.
Marketing Manager
The marketing manager should lead the project and work closely with the design agency to ensure that the corporate design reflects the brand strategy and overall marketing goals.
Responsibilities include:
- Provide a clear briefing to the design agency that outlines the company’s brand strategy, values, target audience, and communication goals.
- Hold regular meetings with the design agency during the development of the design strategy to ensure it aligns with the company’s marketing goals.
- Approve the final design concept and ensure it aligns with the company’s overall marketing and brand goals.
- Oversee the implementation of the corporate design across all marketing channels and touchpoints.
Brand Manager
The Brand Manager is responsible for ensuring that the corporate design aligns with the company’s brand identity and values.
Responsibilities include:
- Collaborate with the design agency to ensure that the corporate design reflects the brand’s personality, values, and messages.
- Provide guidelines and examples for the brand’s tone of voice, visual identity, and core messages.
- Review and approve design concepts to ensure they align with the brand’s identity and values.
In-house graphic designers
The in-house graphic design department should work closely with the design agency to be involved in the development of visual concepts. It must later implement the corporate design across all marketing channels.
Responsibilities include:
- Collaboration with the design agency on the development of visual concepts.
- Input on the development of design templates to ensure consistency across all marketing channels and touchpoints.
- In-house implementation of the corporate design across all marketing channels, including print materials, digital platforms, and social media.
Web Developer
The web developer should be involved in the process to ensure that the corporate design can be effectively implemented on the company’s website.
Responsibilities include:
- Collaborate with the design agency to ensure that the corporate design is optimized for the company’s website and other digital platforms.
- Develop the website and ensure that the corporate design is effectively implemented.
- Ensure that the website is user-friendly and optimized for search engines.
- Monitor website analytics to identify opportunities for improvement.
Looking for a corporate design agency in Munich that can help you develop a new Corporate Design?
More insights on this topic:
What is corporate design?
Definition and Significance for Your Brand.
Learn more about corporate design here.
How much does corporate design cost?
How much does it cost, and what factors influence the cost?
Here you can learn more about the costs of corporate design.
Briefing for Corporate Design Projects
Are you planning a corporate design project but aren’t sure exactly how to get started?
Take advantage of our corporate design briefing.
Reap the Benefits of Corporate Design
Are you ready to take your brand to the next level? Contact us today to get started on your corporate design project.
We’d be happy to discuss how we can help you achieve your brand goals.