# Anchors for your audiences


Images and graphics are now so much more than just aesthetic elements: they are powerful tools that shape the identity of an organization or company. With a well-designed visual identity, you can speak directly to your target group – and at best leave a lasting (positive) impression.

## Anchor drops: creating the visual identity

A well-considered brand design is an effective instrument for attracting and maintaining customer loyalty.
Thinking it through requires strategic planning and clear objectives. Here are important steps to develop a **strong, consistent design** that effectively transmits the brand identity:

### Define brand core and target group {class=list}

Before you start designing, the brand identity should be clearly defined: What is the brand's mission, what values does it represent and what is the target group? A precise understanding of what the brand stands for and who it should reach provides the basis for every design element.

### Develop a striking logo {class=list}

The logo is the main feature of the brand. It should be simple, memorable and flexible – so that it works well on all types of media. A strong logo conveys the personality of the brand and remains in the memory of the target group.



### Choose your color palette wisely {class=list}

Colors trigger emotions and influence perception. The choice of color should reflect the brand values and stand out among competitors without overwhelming the target group. A limited color palette is usually more effective and creates a higher recognition value. I love being inspired by Lauren Wager and her book [»Palette Perfect«](https://buchkontor.buchkatalog.at/palette-perfect-9783791393612) – a practical guide with lots of design combinations. Definitely makes you want to go for color!



### Define the right typography {class=list}

Fonts play a major role in design and influence the brand image. Consistent typography ensures clarity and structure. The chosen fonts should be easy to read and emphasize the tone of the brand – whether it’s modern, classic, friendly, serious or playful – it must match the brand!



### Define visual language and design elements {class=list}

Photos, illustrations and other visual elements complement the design and ensure a consistent look. The visual language should also express the emotions and values of the brand and be used coherently on all platforms.
Whether minimalist, vibrant or maybe technical – it always contributes significantly to the overall impression.

### Create a smooth user experience {class=list}

Design also includes usability. A clearly structured and easy-to-navigate design – whether on the website, an app or in the product environment – ensures simple orientation and reduces frustration. The easier the interaction, the greater the users satisfaction and loyalty.

### Create a corporate design style guide {class=list}

A style guide documents all design elements and defines rules for their use. From logos and color schemes to fonts, imagery and spacing: This guide ensures that all marketing materials – online and offline – are implemented consistently and true to the brand.

### Evaluate and adjust regulary {class=list}

Brands grow over time, and so design should evolve with them. A regular review of design elements helps to ensure that your design remains fresh, relevant and appealing to the target audience.

## The brand’s visual anchor rope

In a world full of visual impulses, it is extremely important to stand out through strong design. Well-designed images and graphics not only make the brand more appealing, but also reinforce its message – guaranteeing advantages in the constant competition for attention. So to say, **strong design anchors the brand in the customer's mind.**

Therefore, if a company does not yet have a corporate design, we advise to do it »once and for all«. Create a corporate design style guide. And stick to it for all advertising activities and public appearances, because: **Corporate design is an investment in the future that guarantees a »return on investment«**, because the money spent on advertising and market communication is used more effectively. In other words, a consistent corporate design pays off - not only financially, but also in terms of long-term brand value and customer loyalty.