Corporate design comprises several elements: the logo in its various versions (colour, single-colour, for dark and light backgrounds), a defined colour palette with exact colour values, chosen brand fonts, a consistent image style and templates for business stationery. All of this is captured in a style guide (also called a «brand manual»), so everyone involved – printer, web agency, staff – applies the specifications consistently.
Corporate design is part of the broader corporate identity (CI). While CI covers a company's entire self-understanding (values, communication, behaviour), corporate design is its visible, creative expression. A strong, consistent appearance builds trust and professionalism – whereas an inconsistent presence with three different logos quickly looks amateurish.
The process starts with a briefing and an analysis of market, target audience and competition. The agency then develops design concepts, presents variants, refines the chosen direction and finally delivers the finished files plus a style guide. For an SME the process takes about 3 to 8 weeks depending on scope.
Costs vary widely. A logo alone with simple requirements often costs CHF 800 to 2,500 in Switzerland. A full corporate design with logo, colour and font system, stationery and style guide usually runs between CHF 3,000 and 15,000, considerably more for larger brands (without guarantee).