7 Ingredients Of Good Corporate Design

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It’s hard to define design. We have a broad range of definitions to choose from: design refers not only to graphic design, but to design strategy, too. It is used in a variety of industries, such as engineering, architecture and Web design.

This means that design is not just graphical in nature (which is a form of visual artistic representation), but also the planning of processes to achieve certain goals. Large corporations clearly understand this and incorporate every form of design into their strategy to achieve success.

For a good corporate design, we need to be aware of two main elements, which can be further broken down into a total of seven “ingredients”:

  • design, as in artistic representation (logo, typography, colors), and
  • design strategy (brand, quality, community, culture).

1. Logo

Popular Logos

Typically, a logo is designed for immediate recognition. Users often identify a corporation by its logo. Just look at the above images: the names of the companies should immediately pop into your head.

But a logo is only one aspect of a company’s brand strategy. It helps, of course, to differentiate a company from its competitors, but a great logo doesn’t mean anything until the brand makes it worth something. If you’re given the task of creating a logo for an organization, create an abstract image that is clean, simple and carries very little meaning until the brand of the organization adds that meaning. You can read more about the importance of logo design in Seth Godin’s article1.

2. Typography

A well-proportioned, clean font can make all the difference on a website or even a corporate flyer. Good typography creates that “There’s something about that” feeling in people’s consciousness.

One of the most successful fonts that can be seen everywhere (signs, buildings, planes, etc.) is Helvetica. This is the King Kong of typefaces, and it’s more than 50 years old. Helvetica changed the world of typography. It showed typographers and graphic designers that simple is good.

Helvetica Typeface2

Helvetica Typeface3

Helvetica Typeface4

Large corporations tend to adopt clear sans-serif typefaces. A typeface should reflect the company’s image and beliefs. If a company is a little conservative, then it should use serif typefaces, such as Times New Roman: these typefaces reflect classical designs. With the help of large typography, an organization should enhance the motto or message delivered to its users.

All website text, not just for corporate websites, should be readable. A Web designer should take into consideration the different browser rendering engines; text fonts are not displayed the same across browsers.

With large corporate websites, usability plays an increasingly large role in typography design. A company should also care about its users with disabilities who can only read with the help of a screen reader, etc. It isn’t always a good approach to embed text in images and not include <alt> tags, because screen readers can’t read the text. Sadly, the majority of large organizations are still struggling with this issue.

Also consider the following links to resources on corporate typography:

3. Colors

A graphic designer usually should be careful when designing the visual identity of a large corporation. We should take into consideration different color combinations, color meanings and color theory.

The corporate color scheme that the designer chooses makes a strong statement about the organization and how it does business. As with all of the other seven elements, colors should emphasize the philosophy and strategy of the corporation.

Xerox Website Screenshots8

Adobe InDesign CS4 Website Screenshots9

Microsoft Website Screenshots10

Research conducted by the Institute of Color Research11 reveals that all human beings make a subconscious judgment about a person, environment or item within 90 seconds and that that assessment is based on color alone. This demonstrates the important role of colors in corporate graphic design.

Enter the world of color harmony and palettes. There are lots of useful online tools for creating beautiful, appealing colors, such as COLOURlovers12, which showcases color trends and palettes.

One particular tool is interesting for the technological point of view behind it. Apparently, our brains did not evolve to see or appreciate the concentrated and saturated colors that are considered “basic colors.” Our eyes evolved to see natural and sophisticated colors that rarely clash with each other.

Consider the following links for more detailed color theory:

4. Brand

Brand is the definition of corporate business. The name of an organization can also serve as its brand. Brand value reflects how a company is perceived in the marketplace. Brand identity communicates an organization’s strategy in a universal way to target audiences.

Branding is not about getting a target market to choose one corporation over its competition, but about getting prospects to see the corporation as the only one that provides a solution to their problems.

A company should lay down brand objectives from the beginning. These are the organization’s characteristics, and they must reflect the organization’s philosophy, processes, image, etc. A strong brand builds credibility and motivates clients.

Further reading:

5. Quality

Quality is one of the most important elements. It defines a company through its policies, procedures and responsibilities to its users. A company that offers quality products or services has a great chance of bringing a user back not just once but many times over.

Quality should be reflected in every aspect of a corporation: how it does business, the kind of products or services it produces, how it handles its prospects and clients. The same is true for the corporation’s website design, too.

The following screenshots do indeed reflect quality:

Apple Computers Website Screenshots17

BBC Website Screenshots18

Adobe Illustrator CS4 Website Screenshots19

Ford Motors Website Screenshots20

And not quite so memorable designs:

HP Website Screenshots21

Allianz Website Screenshots22

Bank of America Website Screenshots23

6. Community

Many large corporations tend to neglect this aspect of their business. The first large company that recognized this important element was Apple. It created a dedicated, enthusiastic community around its products, which eventually paid off in the long run.

It’s not an easy task to form enthusiastic communities and to leverage that power. A company should always keep in mind that without quality products or services, it can’t project a positive image to its user base.

One way of forming a community is by recruiting company product evangelists. Evangelism is a form of word-of-mouth marketing in which a company nurtures customers who strongly believe in the company’s products, with the result that these customers actively promote them and try to convince others to buy and use them. These people often become the key influencers in the community, and because they’re not paid or affiliated with the company, they are perceived by others as being credible.

Let’s take Apple’s example and find out the three steps of creating a community:

  • As a first step, which is the most important one, it creates quality products that are targeted to a specific audience.
  • It encourages customers to meet and share, as is the case with iPods.
  • It focuses on specific key aspects of the product and associates them with the company’s philosophy. In Apple’s case, that aspect is a better user experience.

7. Culture

When speaking of culture, one shouldn’t take it to mean community. Culture is the tastes, manners, knowledge and values that are shared and favored by the community. If a corporation has communities formed around its products, it doesn’t necessarily mean that these communities have a healthy culture. In fact, a bad culture can ruin a company’s reputation with future prospects.

Microsoft is, sadly, a good example of bad community culture. This culture is mainly the result of the company’s policies and how it has nurtured its community. On the other hand, Apple created a relatively healthy community by enveloping its products in mystery and rumor. Think of the long lines in front of Apple stores around the US, Europe and even Asia, anxiously waiting for the iPhone. The customers even called it the iLine.

Waiting for the iPhone24

Waiting for the iPhone25

In recent years, not only have cultures formed around Apple products, but subcultures have, too. Subcultures around product rumors have resulted in many websites, such as MacRumors.com26 and AppleInsider.com27.

Footnotes

  1. 1 http://sethgodin.typepad.com/seths_blog/2007/06/logos.html
  2. 2 http://fawny.org/blog/images/GiantHelvetica_MovingVan.jpg
  3. 3 http://fawny.org/blog/images/GiantHelvetica983.jpg
  4. 4 http://www.sitestone.eu/wp-content/uploads/2007/07/newyork-subway-helvetica_450x338shkl.jpg
  5. 5 http://helveticafilm.com/
  6. 6 http://www.smashingmagazine.com/2008/03/20/60-brilliant-typefaces-for-corporate-design/
  7. 7 http://www.emblematiq.com/blog/to_anti_alias_or_not_to_anti_alias/
  8. 8 http://www.xerox.com/
  9. 9 http://www.adobe.com/products/indesign/
  10. 10 http://www.microsoft.com
  11. 11 http://www.ccicolor.com/research.html
  12. 12 http://www.colourlovers.com/
  13. 13 http://www.worqx.com/color/
  14. 14 http://en.wikipedia.org/wiki/Color_theory
  15. 15 http://www.designerstalk.com/corpid/
  16. 16 http://www.mpccorp.com/about/media/styleguide_mpc.pdf
  17. 17 http://www.apple.com/
  18. 18 http://www.bbc.co.uk/
  19. 19 http://www.adobe.com/products/illustrator/
  20. 20 http://www.ford.com
  21. 21 http://www.hp.com
  22. 22 http://www.allianz.com
  23. 23 https://www.bankofamerica.com/index.jsp
  24. 24 http://flickr.com/photos/jseita/2659657425/
  25. 25 http://flickr.com/photos/veroyama/2656236842/
  26. 26 http://www.macrumors.com/
  27. 27 http://www.appleinsider.com

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György Fekete is a Web developer with 5 years of experience in Web design and development. He is the founder of Primal Skill Ltd., an established Romanian Web design and development studio.

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  1. 1

    Vitaly Friedman & Sven Lennartz

    October 6, 2008 2:09 pm

    Please respect Smashing Magazine and our Smashing community. If you comment on the post, post your ideas, remarks or suggestions. All comments with “first”, “second”, “third” etc. will be marked as spam and removed.

  2. 2

    I 100% totally agree on the Quality one and especially the Font one. But it’s a shame that loads of people (and designers) disagree on that… or are AFRAID to go for that (font) :(

    About the logo:
    Once the logo is well known, it is not directly ‘good’. Those 3 logos are promoted with millions, maybe billions of money, that’s why we remember their names.

    • 3

      I don’t think he was saying that. I think he meant that the stylized iconic logo is a blank slate that the corporation then places its branding onto. Yes it should speak the company but being less detailed and specific it allows for developing branding as well. Did I make any sense there?

  3. 4

    Very interesting post, however it’s a shame you didn’t elaborate more on the “Quality” aspect. It can be subjective but there are some guidelines today that determine general “quality” level for a website.
    I do agree with typography being very important, especially when branding, the older fonts seems to be the best most of the times as they are far more “readable” and wont go out of fashion after 10 years.

  4. 5

    5. Quality ??

    Fun is a noun, not an adjective. It cannot have comparative or superlative forms.
    “Funnest” and “Funner” are just abominations. Is this form of illiteracy meant to be cute? Appealing?

    • 6

      If you check that in most modern dictionaries you will find that funner and funnest are indeed under fun as an adjective specified as informal. Language is a constantly evolving thing, whether you like it or not. This isn’t the first time informal language was used in advertising and I promise you it won’t be the last.

      Nice try though…

  5. 7

    Sorry to be particular (nice article, though!) but I agree with Doug117. Funner and funnest don’t translate to “cute” for me — illiterate is more like it. :S

    • 8

      Yes I caught that too. meant to appeal to a very young crowd? Remind us of very small childhoods?

  6. 9

    A web designer/development shouldn’t write about Corporate Design just as a branding expert/communication designer shouldn’t write about Web Design.

    One of the few low quality posts at SM.

  7. 11

    Another article stating the obvious. A nice although brief summery that may help a student considering becoming a designer. Perhaps we should mention that Apple were caught populating an iLine with actors to hype up their product. Thanks for contributing anyway.

  8. 12

    While I always appreciate a post that isn’t simply a compilation of other people’s designs, I felt this post largely didn’t explore the topic at hand. “Quality” is nothing more than a handful of screenshots saying “this is quality,” but doesn’t explore why. Beveled corners? Gradients? These are the overused style elements we designers declared deceased in 2007. Just as wanting is the exploration in “Community,” which is paper-thin. The only example it gave was that there’s a community of people who like Apple products, but it’s never made explicit how that relates back to Corporate Design – the topic the article was supposed to talk about. There are several other instances where this felt thrown together.

    I appreciate the free articles Smashing, but this is one of the few articles where I felt like it cost me more time than it was worth.

    • 13

      I was a bit confused by the differences between the ‘quality’ shots and the ‘not so memorable’ Besides fewer colors and more text I didn’t see that big a difference. Is there something I missed?

  9. 14

    Cute :)

    I think the author kind of mixed up Corporate Design and Corporate Identity – well, the border between may be smooth, but a CD does not define by logo, color & Helvetica – I wish it was that easy ;)
    The rest of it are parts, and I have to emphasize – only parts! of the CI. Insofar I would absolutely agree with Alfons.

  10. 15

    While I agree that Apple has done a tremendous job developing a following with specific, functional products, I’d call it a stretch to say that they are an example of creating a community. In fact, one reason Apple fell behind Microsoft in the early days of the personal computer revolution was Microsoft was far more transparent in reaching out to developers to create third-party applications. To this day (speaking from personal experience here) Macintosh developer documentation is still spotty at best- Microsoft Developer Network is a tremendous resource for all level of programmers. Apple creates mystique and intrigue around their products, and is notoriously tight lipped before and after product releases. A community has grown up around 1 Infinite Loop, but seemingly in spite of Apple.

  11. 16

    “If a company is a little conservative, then it should use serif typefaces, such as Times New Roman: these typefaces reflect classical designs.”

    Oh my. Such a bad advice stated so definitively. How do you define conservative? Almost every business (corporate) is conservative by the nature of it being a business. They want control over their appearance and public image.

    Times New Roman… there are much better serif typefaces out there… really, anything else.

  12. 17

    I’m with Silos, what an incredibly over-simplified explanation of typeface choices. Plus it’s almost suggesting “Pick Helvetica!! You’ll be successful!!”. Tip – as great as the documentary was, there are other typefaces.

  13. 18

    Long Beach Web Design

    October 6, 2008 8:15 pm

    Another great article. I really like apple’s website. It is so clean, the typography is great, and the product shots are striking, as well as their use of vibrant colors.

    I hope I can accomplish that one day as well with my site

  14. 19

    How can you miss National Geographic?

  15. 21

    Somewhat surprised GE wasn’t mentioned in this article…

  16. 22

    Best article for weeks. I’m really impressed.

  17. 23

    Interesting as usual, but “MPC Corp Guidelines (PDF)” not found ?!?

  18. 24

    A good read. These could be applied to any website, of course. I like the central premise. Design isn’t graphical at all – it’s all about decision and structure.

    Some of the linked–to research is a bit dubious: I’m sure the Institute of Colour did find that colour is very important!

    Also, an explanation of why some websites are ‘quality’ would have helped: I grudgingly accept that the Apple website does exude it, but the BBC has a pig’s ear of a front page (a better example would be BBC News, where the fantastic content really is allowed to shine through). I also rather like the HP site: it’s pretty easy to use.

  19. 25

    Very informative.. thanks a lots..

    can you please fix the link : Brand >> MPC Corp Guidelines (PDF)
    to
    http://www.mpccorp.com/about/media/styleguide_mpc.pdf

  20. 26

    great post! i’m trying to design more corporate sites with strong branding for a client of mine – TIM – what do you guys think? Look at the 4 sites on the top nav and do you think they all tie it well together?

  21. 27

    Good Morning,

    I assume that when you build up a company where you are offering services and have your customers, the points that György he has to make perfect sense.

    I didnt like the article that much since it didnt really ask itself that much “but what if….”. György, you cleary did give a nice summary of what should get appreciated when just building a company from scratch. A community for example is really important if there is a large cooperation that sells products. But then again, I would predict that Microsoft really neglected customers. Microsoft just dealt with the monopoly game as they have been doing for years. Apple just revolutionized their products so that we as customers have the “fuckiing sweet” reaction and do want to know more about.

    I didnt like the article that much again because it superficially described the formulae for success of a company. Design and some more design in every aspect + community.

    have a beautiful day.

    Bruno

  22. 28

    “A web designer/development shouldn’t write about Corporate Design just as a branding expert/communication designer shouldn’t write about Web Design.

    One of the few low quality posts at SM.”

    As a graphic designer. I think it’s important for web designers to get their heads around corporate identity. Nowadays if you can’t brand a company and follow that branding through all online and offline media; you aren’t doing your job properly. At the very least, if you are branding a company, the brand guidelines you set should explain, in depth, the typefaces, colours and corporate message for any potential website. If you think a communication designer and a web designer are two different entitys then you, and your clients both have a big problem.

    Great post Smashing.

  23. 29

    err, come on men, this is not good article, why so because you tell us with 7 ingredient but how?? you dont explain that. its look like you write article in rush. sorry bro. but this is low quality article. we have respect that reader of smashing not that stupid. :)

  24. 30

    Great post!
    It raised my knowledge about branding a lot!

  25. 31

    Justin (www.DotNetMushroom.com)

    October 7, 2008 12:36 am

    I think that this post covers more or less the essential to start off. What I would add is that as most things in life there is a continuous process of tweaking and making amendments to “go with the times” – such as re-designing logos, corporate imagery and slogans, website re-design etc. This can be an interesting followup to this post. Thanks a lot guys for the useful information !

    DotNetMushroom

  26. 32

    What a terribly misleading article. This kind of post is why I’m losing faith in Smashing Magazine.

    As I glanced briefly through the Primal Skill portfolio, it became very apparent that György Fekete is dangerously under qualified for writing articles regarding branding. And some of the statements in this article more than prove this.

    The very fact that logo, typography, colour, community and culture have been regarded as separate from a brand is mind boggling. As Jo stated before me, these things are merely parts (and not all the parts) of a brand.

    Quality is something that is essential in any business that is to be successful, small or large, regardless of industry and sector. It is not a design style.

    I could go on, but most of the issues have already been pointed out.

    Poor show, SM.

  27. 33

    @ Pete, your totally right bro. The Graphic Designers are those people who plug the wires into the heads of people. We are the ones who are supposed to know about branding Companies with the image, message and Emotion they want to transport to their end customers. Pretty much responsibility that many people will mess up if they get the “ingredients” rights but in a mess of technical, psychological thinking. Only because youve got a microphone does not mean that you can fucking sing I think.

    Its nice that someone actually thinks about the subject: “what does a company have that makes it successful?” Uhh brand and Identity seem fairly close and yes they are but you need more then that. You need to know how to make a Logo to make a Good one. You need to know what Group of people you are looking for who will buy your Products. You even need to take all these technical Geeky things like this misterious language called XHTML and make something out of it that is driven to the right direction.

    What is the right direction? What is the wrong one? There is none because it is always a matter of believes and wishes. You want to cash in and become a millionaire? work your ass of, work in a market and be special. That could also be my ingredient to success. The article Mr. Fekete wrote is interesting because he talks about something that is important in our social environment as Graphic Designers. It would be cool if the author would have given a more in detail opinion about the success of the industry instead of just naming the ingredients.

    ohh and thanks smashing for posting an interesting article. What is your opinion about it?

  28. 34

    I agree with this post, totally!!!!

  29. 35

    #4 – ‘Fun is a noun, not an adjective’? A fun person, fun activities – what part of speech is ‘fun’ in those phrases? Please take time to explore the difference between ‘sounds weird to my ears’ and ‘grammatically incorrect’ – they are not interchangeable.

  30. 36

    I don’t want to beat a dead horse; just add my thumbs-down vote: Poorly thought-through article, with weak content and misleading suggestions/guidelines. Inexperienced designers should not take this as gospel whatsoever.

    The author is a weak designer and it shows not only in the article but in his portfolio as well.

  31. 37

    “Microsoft is, sadly, a good example of bad community culture. This culture is mainly the result of the company’s policies and how it has nurtured its community.”

    What?? Have you ever heard of computer gamers or computer programmers? How about the XBox?

    “On the other hand, Apple created a relatively healthy community by enveloping its products in mystery and rumor.”

    Wow, that’s so cool. The Apple “culture” that I tend to run into are a bunch of elitist douche bags at Starbucks.

    Just my perspective.

  32. 38

    Many thanks for the article. Totally agree with it

  33. 39

    Here’s a notion: “If you have to explain your logo, it isn’t working.”

  34. 40

    #30 “…A fun person, fun activities…”
    The word “fun” is commonly used this way but it is nevertheless incorrect. (And it sounds weird too, but that is off the point.)

    ‘Nuff said about grammar — the designs are fascinating and beautiful. I appreciate being able to see them.

  35. 41

    Thanks for the article.

  36. 42

    Meh. Echoing post #31 – I’m hoping that by pointing out this article has no value, it won’t happen again!

  37. 43

    I call this a pure Smashvertisement!

  38. 44

    Hey guys / girls thanks for the comments. I intended this article to be just an introductory for what I use when I design or develop for a client. It’s just a guideline for what is important.

    If I were to write all the elements in 100% details the content would easily fit in a book. There’s just so much information, so much things to learn that it would made this article rather long and boring.

    Also we cannot generalize the 7 elements, because for every website, for every client it’s different. It takes experience to achieve this. I’m not bragging about how good I am, oh no, I have a lot to learn, but if you ask me how to create a community around a product I could easily ask 100 questions about that product before I could say anything about community.

  39. 45

    I have to agree with many commentors here, that this article is very weak. The “ingredients” list isn’t bad but the explanations are terribly shallow, and Apple biased. Being an owner of many Apple products myself, I don’t dispute their overall company/product quality, but inferring that they, somehow, have perfected all these corporate designs elements is quite a stretch.

    These “ingredients” could be explored and analyzed at a granular level, as corporate design is a deep sea of visual design (logos, marketing, web sites), products, customer service and more, definitely not subject matter that can be explained well in a few short paragraphs.

    I have worked at several corporations and all are successful for different reasons, in most cases, if not all, branding had little or nothing to do with their success. How about a counter article showcasing and analyzing coporations that are (largely) successful despite having bad logos, marketing materials or websites? I’m sure there are many examples out there over which we could have a great discussion and debate.

  40. 47

    I appreciate Gyorgy’s attempt to capture what it takes to create a brand. It’s a complex task that requires strategy from the start, since branding is business strategy and design. This article however is woefully inaccurate. Dreaming up something abstract and then putting meaning behind it is not how one creates a logo. That is building a house then going back to put in all the electrical, plumbing, HVAC, and pouring the foundation.

    I run a small branding boutique and find that it is this type of thinking that clutters the landscape for clients. I am able to develop some code here and there to make websites, but by no means do I call myself a developer. Yet many people who develop claim that they do branding.

  41. 48

    very good tips, and perfect since we are in the middle of a redesign.. thanks!

  42. 49

    Corporate branding and corporate website design are two separate things that you don’t notice the seems when it’s tied together well. “Based on color alone people make a judgement in 90 seconds?” This statement is a bit vague. Sure people base a judgment on a logo based on its color, but what does 90 seconds have to do with it. Colors have moods in context. Colors can also tire you out if you look at the and their harsh. They can cause headaches and they can cause soothing environments. The right palette will make you want to eat more, dark greens if you didn’t know causes this statistically.

    I don’t know though this article doesn’t define the gap between corporate identity and branding and website design. But it’s still a refreshing look at a series of recently updated sites and their branding styles. There is some great work posted here as well. I especially like the simplicity and the underlying branding focus on color, it really emphasizes its use.

  43. 50

    very good tips, and perfect since we are in the middle of a redesign.. thanks!

  44. 51

    I think some of you people have brand and corporate identity confused. I agree this isn’t the best article on SM, but they defined what brand is perfectly. It is YOU who is confusing brand with corporate identity. A graphic designer can create a corporate identity, but a brand is created by the consumer and is their perception of the company and its product i.e. Coca Cola’s brand is delicious, fun etc. NOT the logotype, icon, corporate colours etc.

  45. 52

    I like few of them specially adobe illustrator and HP :)
    really nice. although the layout is very professional and business type but still alignments are great and placement. :)

    Roshan
    Freelance Developer

  46. 53

    web design company

    October 7, 2008 6:44 pm

    Good Points on Good Corporate website design.

  47. 54

    Smashing magazine lacks analysis, observation and critique. However it is good at being obvious and shallow. I mean really, color and fonts play an important role in design. WOW, i never thought that was the case.
    How about we just call it “good corporate design for the rest of us”. Pretty FUCKING weak!!!

  48. 55

    I hate to break it to you, but using Helvetica as a corporate typeface is suicide. The goal is to have a corporate IDENTITY not AMBIGUITY. An overused (but sill brilliant) font like Helvetica won’t distinguish a company’s text from your NY met subway signage, which is why many companies commission new typefaces for their corporate identities; So they don’t get confused with your regular shit.

    Not all san-serif fonts are the same and are like helvetica (please, go read up on a guy called Sir Erik Spiekermann?) and my god suggesting that “if the company is conservative, use a serif font like Times New Roman” is like telling someone to eat if they’re hungry.

    I didn’t get past point 2 of this article because it was just.really.shallow.

  49. 56

    Great post!

    We’re planning on putting up our own little company and this post will help us a lot!

  50. 57

    Nice intro to corporate design, Gyorgy. You touched on most of the important topics. As for bank websites, Allianz and Bank of America are pretty disappointing designs, as you pointed out. Nowhere as ‘premium’ as Mint, Natwest or even Bank of Scotland.

  51. 58

    Justin Leaf-Wright

    October 8, 2008 1:30 am

    Awesome Read.
    Thanks a lot for the Article

    http://www.leafydesignz.co.za

  52. 59

    Some of the responses here are a bit harsh, in my opinion. It seems there’s no way to win. If the author had gone into more detail, some would complain it was too long and could have been summed-up much the same way it was. Then we have the comments here that say the summary isn’t enough, and there wasn’t enough meat in the post.

    I think the article was written in a way to make you stop and think about the topics. It was clearly not written to be a step-by-step tutorial, because as the author said in his follow-up comments, that would be impossible.

    The only other comment I have is that though I am a Mac user, I could do without articles such as this using Apple as an example. It’s too easy. They’re really a remarkable company that nobody out there has been able to match the success of branding of – save for perhaps Nike. Using other companies may take a little more work, but it would also serve to provoke a little more thought by the readers.

    Just my 2 cents. I liked the article though!

  53. 60

    Christopher Ross (thisismyurl.com)

    October 8, 2008 5:11 am

    Sure, some of the advice here is ‘simplistic’ but judging by a lot of the people who call themselves “designers” out there, they could learn a thing or two from this advice. Thanks for the post.

    Chris

  54. 61

    Very poorly written article though it has some valid points.

    What is the objective of this piece? Are you trying to explain brand development with a heading like ‘Good Corporate Design’?

  55. 62

    Funny that the BBC example has some BIg empty area’s wich can be considered as mistakes, still you use it as a good example…

    really like this overview of important facts !

  56. 63

    I like the fact that you include the logo as a *part* of branding. I can’t begin to tell you how many people I talk to think that logo design and logo design alone is what you use to brand or re-brand a company. It is so much more than that, thanks for pointing it out!

  57. 64

    Fantastic!

  58. 65

    Good, I’m a beginer for design. I think this information help me to work!

  59. 66

    comment #32 – cracks me up…

    Did anyone see the autho’s website? how can he be talking about quality and such?

  60. 67

    As always smashing reading! I miss interaction design somewhere in the list though. A product or website can have all the right colors and materials etc. But if nobody can use it the brand will take the hit.

    /Företagsevent

  61. 68

    Good article, all these ingredidients are interesting. And I agree that Quality is the most important.

  62. 69

    nicetype.blogspot.com

    October 11, 2008 6:32 am

    If a company is a little conservative, then it should use serif typefaces, such as Times New Roman […] With the help of large typography, an organization should enhance the motto or message delivered to its users.
    You gotta be kidding. So basically every conservative company should adopt Times and set it in 72pt to get the message across, oh my. The rest of the article is really weak too.

  63. 70

    Thanks… really cool tips and trick.

    Gaeso admin,
    http://www.gaeso.org

  64. 71

    @ nicetype.blogspot.com: I wrote it should, not it must…

    It should choose a typeface which best describes the company’s philosophy.

  65. 72

    hopefully HP changes up their layout and design really soon because their products are of quite high quality. and also because my mom works there. lol.

  66. 73

    i build websites & this info will be very helpful. Thank you!

  67. 74

    Julievive Empasis

    October 14, 2008 7:18 pm

    i agree with the quality… quality really does matter. perfect selection of fonts for creating a corporate design is also important. With the color scheme it should be fit the brand.

    anyway… thanks for posting… it would be very helpful.

    Juricks2Web | Web Design and Development [Link]
    LazyMask | Clipping Path [Link]

  68. 75

    Excelent! Thanks again for the very well sourced information!

  69. 76

    nicetype.blogspot.com

    November 11, 2008 2:03 pm

    @Gyorgy, come on, you can’t kid me, all serif typefaces look the same. Times, Baskerville, Requiem, Swift, Newzald.
    Serif doesn’t mean conservative at all, but not to understand that isn’t bad. It’s bad to spread that nonsense.

  70. 77

    Im waiting for another post about Corporate Design on Smashing Magazine. I´m sure the next one will be better

  71. 78

    I think the only problem here is that most people think they could get educational information in internet with the same quality they could get in a university or some other place. This is not a bad topic, its just basic. Many smart brains felt pain with such simplistic solutions, and some other people just get what they wanted to get: information about design in a webpage.
    If you wanna be good just go to a university or some place, and/or work hard and study from people who´s very far from this null present space/time (yeah this is simplistic solution too!;)
    good luck

  72. 79

    I have to address the comments about Apple being grammatically incorrect by using the word “funnest” on their Web site. This, in fact, should be under the category of Culture in this article. Apple made their advertising mark with the headline, “Think different.” which was a play on grammar since technically it should be “Think differently.” This two-word headline alone has attracted a community of people that are intelligent, witty, have a sense of humor and willing to break the rules to have a little fun.

  73. 80

    Really nice advice here!
    Most designers need to know this before flying away their talented minds. Trying to bring more connections between business and design solutions are core part for each of the designers.

    I am learning everyday

    Blessings,

  74. 81

    i like the ipod because one of my favorite game is tap tap. I dont have a ipod but i played on my friends ipod.I real want one

  75. 82

    that’s a great source

  76. 83

    wow nice collection

  77. 84

    wow thats a eye crashing design

  78. 85

    Rokaiya Yeasmin Munni

    October 18, 2010 2:35 am

    Really good design inspiration.

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