Corporate Design

Position and message define what a company stands for. Corporate design ensures that this clarity becomes visible and usable.

Corporate design is often reduced to colors, logos, and typefaces. For us, it is something else: a visual system that simplifies decisions and reliably translates identity into everyday practice.

What this module is really about

Corporate design does not first answer the question “What should it look like?”, but rather:

• How does our position become recognizable across all media?
• What visually belongs to us – and what does not?
• Which design decisions will no longer need to be discussed in the future?
• How does our identity remain stable even as content, channels, or markets change?

Good corporate design provides orientation:

• for customers
• for employees
• for external partners
• for future decisions

It is not a rigid rulebook, but a resilient framework.

Our role

We do not develop corporate design in isolation, but as a consequence of position and message.

As design consultants, we work:

• conceptually and precisely
• with high standards for clarity and practical applicability
• always with your company’s everyday reality in mind

We develop:

• visual core principles
• clear design logics
• understandable rules

And, if desired, we support implementation by internal teams or external partners.

What changes afterward

After working on your corporate design, you are able to:

• delegate design decisions with confidence
• communicate consistently, even with changing contributors
• grow or evolve without losing your identity
• use design as a leadership tool, not as a permanent construction site

From Practice

Lufthansa — Brand Relaunch As part of Lufthansa's brand relaunch with new environmental design by Frog Design, BFG translated the new brand identity into a fully-fledged inflight magazine — visually consistent, bilingual, and emotionally aligned with the repositioned brand. Design as a system, not a one-off solution.

"From logo and corporate design to website, photography and print materials — a coherent overall image. The collaboration was pleasant, reliable and professional. I recommend Friedhelm Ott without reservation."

Dirk Isselbächer, Rolli Mobil & Service

The foundation: Position & Message

Corporate design without strategic clarity is decoration. Position and Message clarifies what you stand for – corporate design makes it visible.

—> To Position & Message

Keeping systems in motion

A visual system is only as strong as its performance in everyday use. Process Support ensures that your corporate design rules remain resilient during change.

—> To Process Support

Filling systems with content

Corporate design creates the framework. Content and Communication fills it with life – consistent, clear, and effective.

—> To Content & Communication