One design principle for all channels
Whether it’s a brochure, website, poster, explanatory video or social media reel: we use a wide variety of channels to reach our target audience – in print, digital, video and animation. This is why we have adopted a design principle that allows for maximum creative freedom whilst ensuring a high level of brand recognition.
Variable areas
Flexibility, scalability, harmony and structure: instead of rigid rules, this design principle leaves room for functionality and creativity. Layouts can be easily adapted to different formats, whilst always retaining their distinctive KESSEL style – versatile yet true to the brand.
Colour scheme & zones
White or violet can be chosen as the base colour. In addition, the area can also be divided into zones. This is the basis for varied layouts that never fail to impress. You’ll find helpful design tips in the chapters on Page layout and Cover system.
Modular principle
The modern media landscape has many facets: from 16:9 screens to square posts and portrait-format online ads. We therefore work with design areas that can be flexibly adapted. But since all formats are based on the same modular principle, they still seem to form a coherent whole.
Zones & functions
The smart system is fast, simple and not tied to any particular medium. It consists of several zones: the Brand Zone forms the basis of every layout. The other zones can be added as required.
- Brand Zone: corporate colour, logo and slogan
- Product Stage: The place for product presentation
- Highlight Zone: Space for further information
- Picture Zone: Area for aesthetic imagery
Our system: structured & modular
Everything in its place. No matter what format.
Central design elements
Strong CI components. Unique look.
Bold colours
Our most important design element is our unique range of colours, based on violet and white. This is how we proudly stand out from the competition.
Clear typography
A consistent corporate font, a standardised font hierarchy, and excellent readability in every layout: our typography combines guidelines with flexibility.
Our communication: integrated & linked
Highly recognisable Across all media
Anything new so far? Right, let’s go!
If you have any queries regarding the corporate design or specific cases of its application, the helpdesk will be happy to assist: simply send an email to helpdesk@schmelter-branddesign.de