Logo design vs. corporate design

The logo is the heart of a corporate design or branding. But is a logo alone enough?

Logo Design

The practical example for this article is June Randall dressmaker, a client of mine from England who runs a small but excellent tailoring business. Here's the logo I created for her:

Since Ms. Randall also needs to communicate with the outside world somehow, she needs at least a website and a business card, as a kind of "basic" setup. There's a logo, but otherwise no specifications regarding fonts, colors, or other design elements. A business card could, for example, look like this:

For example, the website could look like this:

Corporate design

And now you see June Randall dressmaker once again; not just with a logo, but with a holistic corporate design behind it. The values that are supposed to be conveyed are top quality, great craftsmanship, "the good old days," elegance, and individuality that you simply can't buy off the rack.

Corporate design includes well-balanced colors, fonts, secondary style elements, and a clear organizational principle. All of this is summarized in a clear corporate design manual.

Here you can see the business card. To better convey the quality and feel of handmade items, the business card was printed on 250g handmade paper.

And here you can see the website:

The website is deliberately designed as a scrollable one-pager to ensure simple and intuitive operation.

Let's be honest

Which tailor would you entrust your clothes to?

As you can see, everything is seamlessly integrated. The holistic corporate design elevates June Randall dressmaker to a professional level, inspires trust among existing and new customers, and conveys a consistent, coherent message.