Design Analysis

Design analysis means identifying criteria for the development of a corporate design. kleiner und bold differentiates two major areas:

1. Technical criteria
An inventory of the main customer contact point and media that will later feature the corporate design both provide measurable design requirements, such as necessary scalability (extremely small/large images), technical reproduction requirements, applicable colour charts (RAL, HKS, Pantone, RGB), the need for b/w reproduction, or special features such as embossing, logo animation or punching.

2. Communicative criteria
This involves an analysis of the design elements from an existing product design that may need to be referenced, as well as an overview of and differentiation from the CD parameters of competitors. The translation of the emotional brand values from the positioning is decisive for the design direction of the new corporate design. These can be derived and interpreted in decisions on the alternative use of visual parameters.

Further information: Basic elements