A design system for all touchpoints.
KESSEL’s new corporate design revolves around an unusual primary colour that characterises the brand’s unmistakable face in all media. Thanks to “soft” guidelines, the design can be applied flexibly without losing its basic effect.
Basic elements
As to the basic elements of KESSEL’s corporate design, we stuck to the essential – from replacing the logo’s multiple colours with a single one to the reduced, bold colour palette to the characterful typography. In this way, KESSEL presents itself consistently, clearly and with a strong focus across all formats.
Photography & product images
Photos produced for KESSEL provide authentic insights into the company and the everyday life of the people who work for it. On the other hand, renderings that are impressively stylised in some cases and kept simple in others turn the spotlight on the products. The violet colour filter harmonises the basic appearance of different images.
Icons & graphics
Thanks to dedicated, minimalistic illustration styles, KESSEL’s icons, infographics and functional graphics convey information effectively even when it’s complex.
KESSEL print media are based on a modular layout system that makes it possible to design a rich variety of covers and inside pages slimmed down by means of white space. It does justice to KESSEL’s particular need to make complex information about products and services easy to grasp.
Digital
KESSEL’s digital publications are based on the same stylistic principles as print media (modularity, minimalistic appearance) and, furthermore, designed to guide users by means of intuitive interactions.
Get to know the digital look and feel on KESSEL’s responsive website:
Space
Object-based communication is regimented by dedicated, flexible design guidelines for buildings, fair booths, and company vehicles, respectively. With these, KESSEL carries its brand identity over into physical reality.
Video
KESSEL’s video productions follow uniform standards that regiment, among other things, film set architecture, renderings and animations as well as thumbnail designs for various types of videos – but that also leave enough room for creative ideas.
Advertising media
The design of KESSEL advertising media is characterised by great creative freedoms and interesting visuals that always leave enough space for insightful information about products and services. This way, the target audiences’ attention is deliberately drawn to individual brand messages.
Promotional items
KESSEL’s corporate design guidelines cover a range of complementary means of communication such as promotional items. In this, a distinction is made between mass communication and targeted interactions with specific groups of customers, employees, and partners.
