Design is a process, is a craft, is a thought, is a tool.
Design is also a strategic instrument for brand management, decisive for successful communication and often the market-deciding factor in the development of products and services.
CORPORATE DESIGN
One often finds the term 'corporate identity' used synonymously with corporate design. In fact, corporate design is an important core element for the impact and identity of a company.
However, corporate identity is more and more comprehensive.
Important aspects are: Corporate-Behavior—ways of acting internally and externally, Corporate-Communication—communication of the company, Corporate-Culture and -Philosophy—values and self-image of the company.
Together with corporate design, they form the corporate identity.
DESIGNMANAGEMENT
Design management is the combination of business processes and creative processes in product development, corporate communications and marketing.
Design management is an interdisciplinary task: As an interface between teams from different company divisions, as a planner and project manager in design processes, or as a knowledgeable companion to project managers and decision-makers.
The design manager is just as familiar with commercial requirements as with technical backgrounds and methods for team and project development.
DESIGN THINKING
Design thinking is an agile working method for promoting innovation, creativity and collaboration in the development of solutions to complex challenges.
The method is not limited to product or communication design tasks. Design thinking can also promote technical developments and innovations in the area of services.
Various methods are used to continuously test development directions and to correct them in time if necessary. Efficient structures for collaboration in interdisciplinary teams are also important. Here, design thinking complements other agile methods for project management.
Design in the sense of shaping is not optional. Everything we perceive has shape and form. These should be consciously chosen and communicated. Design has the task to combine form and function, intention and success in the best possible way.
