Design management: Managing visual identity

Companies change. A visual identity programme must be maintained and developed over time. To ensure a coherent visual identity, design should be managed. Otherwise the overall look and feel can be blurred. Some organisations need tight design management, in others no or very little control is necessary.

Once a new or redesigned visual identity is launched questions from all corners of the organisation rise. Change of looks can make people feel uncertain. Often our clients need tools to communicate the ideas behind the new visual identity. Tools for keeping the visual language steady. And instruments that ensure that new elements are in line with the overall identity.

A tool for maintaining the look and feel of the visual identity programme could be an online brand guide where employees can learn about the identity of their workplace and download relevant guidelines, templates and design files.

Kontrapunkt has developed processes, design management tools and online brand guides for a large number of corporations and organisations.

To learn more about design management and why we think it is an important issue, please refer to our presentation of design management and online brand guide cases (PDF, 524 Kb, 11 pages, Danish only).