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VdS Schadenverhütung – Corporate design

Versatile and easy to use: The new corporate design of VdS Schadenverhütung.

Complex brands – especially with a multitude of communication media and channels – require an orchestrated brand design. A modular corporate design was developed for VdS that takes every eventuality into account. Whether digital or analogue, moving image or space. The sender is always clearly recognisable and a uniform corporate design is guaranteed. The sender is always clearly recognisable and a uniform corporate design is guaranteed.

Logo

In the future, the company logo will always stand on a white, variable surface, which quotes the shape of the word-picture mark with a rounding.

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Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Logo – Positionierung – Illustration – Mastertemplates
Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Logo – Positionierung – Illustration – Mastertemplates

Subbrands

Endorsed Brand

Subbrands

Endorsed Brand

Iconography

A comprehensive icon set was created to support the categorisation of the main business areas (level 1) and the respective specific range of services 2) across all communication channels. In addition, a reduced version is provided for smaller image sizes. The application possibilities are versatile. Whether in the corporate website, for the classification of product brochures, or as a segmentation of the range of services within the VdS product offerings.
Umfangreiches Corporate Design – VdS Schadenverhütung – Brand Design – Iconset – Ikonografie

Visual language

Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Bildwelt – Interface Design – Farbklima – Unternehmensfotografie – Vorher
Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Bildwelt – Interface Design – Farbklima – Unternehmensfotografie – Nachher

The image pool was unified through blue branding. This visually brackets different image sources and additionally increases brand perception through the uniform colour climate.

As a further component of the new corporate design, a linear extension of images was introduced. These act as a bridge from image to form elements and underline the technological claim of VdS.

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Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Bildwelt – Interface Design – Farbklima – Unternehmensfotografie – Lineare Illustration – verlängerung

The linear, illustrative image extensions give the imagery a unique selling point and visualize the technical background of VdS.

„

One of the central optimisation steps is the strengthening of the brand colour blue. In future, this colour will be used in all communication measures and will strengthen the brand perception in the long term.

Alexander Willuweit
Managing Director / Creative Director,
CRENEO

Colour world

Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Design – Corporate Website – Bildwelt – Farbwelt – Farbklima – Unternehmensfotografie – Mann Tests Labor
#003e90
RGB | 0 62 144
CMYK | 100 85 0 0
#007ec3
RGB | 0 95 170
CMYK | 95 60 0 0
#51aee2
RGB | 0 126 195
CMYK| 85 40 0 0
#76beea
RGB | 38 153 214
CMYK | 75 25 0 0
#51aee2
RGB | 81 174 226
CMYK / 65 15 0 0
#76beea
RGB | 118 190 234
CMYK | 55 10 0 0
#373a3b
RGB | 55 58 59
CMYK | 10 0 0 90
#6c6e6f
RGB | 108 110 111
CMYK | 5 0 0 70
#8d9091
RGB | 141 144 145
CMYK | 5 0 0 55
#a1a5a7
RGB | 161 165 167
CMYK | 5 0 0 45
#c6c6c6
RGB | 198 198 198
CMYK | 0 0 0 30
#e0e2e3
RGB | 224 226 227
CMYK | 2 0 0 7
#f0f1f2
RGB | 240 241 242
CMYK | 1 0 0 7

Illustrative infographics

As a further new design tool, illustration guidelines in two-dimensional and linear form have been defined for the visualisation of complex topics. These are used statically or, in the future, animated in the environment of digital media.

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Promotional diagrams

In an advertising context, diagrams and charts are designed in a more complex way and are optionally supplemented by illustrations.

Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Website – Illustration – Infografiken – Werbliche Diagramme
Corporate Design Bestandteile – VdS Schadenverhütung – Corporate Website – Illustration – Infografiken – Sachliche Diagramme

Factual diagrams

In the factual context, the structure is more reduced and easier to control.

Certificates

VdS issues a large number of certificates and test certificates every year. In the course of the new corporate design development, CRENEO was commissioned with the revision. On the one hand, a differentiation between VdS and PROVE certificates had to be made and on the other hand, it had to be ensured that different languages and information could be displayed in the new layout. CRENEO also supported the subsequent porting of the finished guidelines into the SAP system.

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Secondary design element

An additional secondary brand element was developed for selected communication media.

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