Skip to content 
Design your brandCorporate identity and branding: clearly explained
Imagine two cafés: Both have fantastic cappuccino, nice staff and are located in the same street. But one of them immediately draws you in – with its coherent design, clear logo and the feeling you get when you enter. Days later, you remember not only the coffee, but also the color of the cup, the look of the menu and the way the café speaks online. And you’ll go back again.
What do we learn from this? It is not only the product, but also the branding that influences the purchasing decision – in other words, how a company presents itself visually, linguistically and atmospherically. Corporate identity is the basis for this: the self-image that is visible to the outside world.
As a branding agency in Nuremberg, we translate the essence of a company into a visual narrative – turning a logo into a story, a design into recognizability and consistent communication into a feeling.
Corporate identity vs. branding: the difference
Corporate identity (CI) is the overarching self-image of a company – values, design, language and behavior. It is typically documented in a brand guide (strategy) and style guide (design rules).
Branding makes this self-image visible and tangible: in design, tonality, visual language and consistent communication. In short: CI is the concept, branding is the implementation.
What is part of corporate identity?
The CI includes, among other things:
- Corporate design: logo, colors, typography and design elements for a consistent appearance.
- Corporate communication: communication style via website, social media, print, etc.
- Corporate Behavior: Values, culture and lived interaction in customer contact and internally.
- Corporate Sound & Smell: sensory elements such as audio logos or room scents for emotional anchoring.
When these elements fit together, a strong CI is created that creates recognizability, trust and identification.
What does branding do?
Branding is the deliberate creation of a brand with character and voice – across all touchpoints. A good logo only works in the context of a coherent narrative.
Visual storytelling: design with meaning
Every brand has a story. The goal is not “a logo”, but a tangible visual identity that triggers emotions, provides orientation and sets the tone for everything else.
Examples
Apple: Corporate identity at its finest
The modern apple logo is recognizable worldwide. Minimalism, clarity and a consistent aesthetic characterize products, packaging and stores. Campaigns such as “Think Different” focus on the user experience – consistent, emotional, recognizable.
Il Gelato: More than just delicious ice cream
In Nuremberg Il Gelato different people and lifestyles come together – this lively togetherness became the guiding principle. The flexible logo works both vertically and horizontally and in different color variations. Italian vintage touches without kitsch: fresh, charming, high-quality. The entire CI was implemented – from menus to ice cream signs and neon signs to T-shirts – for an inviting look with strong recognition.
Why not a logo generator?
Automatic generators often deliver generic characters with no reference to identity. A logo should be more than just a pretty symbol – it must reflect the brand character.
- Recognition on all channels
- Trust through consistent communication
- Employee loyalty through clear orientation
- Standing out from the competition through profile instead of uniformity
- Effect even on first contact
Conclusion
Anyone can have a logo – a strong brand is created through consistent corporate identity and well thought-out branding. If you want to grow and be remembered, you need an identity and a good, visually compelling story.
Ready to sharpen your brand?
Talk to us. As a branding agency in Nuremberg, we develop a CI that suits your company – for a uniform, authentic appearance.
