Harmonious, authentic and, above all, unmistakable – these should be the main characteristics of the way a company is perceived by its customers, staff and business partners.
And corporate design is the key to making this impression, the best examples of which will be pointed out by design professor Hansjerg Maier-Aichen during his tours of Tendence on 27 and 28 August.
Successful corporate design calls for a distinctive range of products and the associated visual communication, i.e., advertising materials, packaging, letter head, internet site and the company’s presentation at trade fairs.
“Today, appealing product design is not enough, even for small to medium-sized companies. Essential criteria for an effective overall identity include the basic philosophy and attitude of the company, the entire corporate design and, last but not least, a persuasive staff representing the spirit of the company without reservation”, says Hansjerg Maier-Aichen.
During his tours, he speaks with representatives of selected companies about their secrets of success, points out outstanding products and explains their innovative design quality. In addition to established companies, Maier-Aichen also pays attention to young designers, the ‘Talents’ who enrich the fair with their fresh ideas and creative energy.
“The concept of the fair – to mix new ideas and visionary potential of young designers with a proven range of products – is a complete success”, says Hansjerg Maier-Aichen, who not only teaches product design at the University for Design in Karlsruhe (HfG) but is also an internationally recognised designer and artist.