Corporate design – more than just appearances: Every CD presents a minor dilemma: it ensures brand identity and recognition, but it also imposes restrictions. We focus not on the “what” but on the “how”: relationships are more important than forms.

Classic corporate design is like a tattoo: a permanent mark for recognition.

Future-proof CDs are like “decals”: instructions for movements that can and should respond to different environments.

Example: For a chess game, it is not particularly important whether the squares are square or circular, black and white or green and yellow. The pieces don't even have to be “real chess pieces.” As long as the game follows the movement patterns, it's chess, and we recognize it as such.

We don't see a CD as a formal set of rules, but as a visual algorithm: structures for identity, leeway, entertainment, surprise, and fun.

— Focus open design variables on relationships and movements rather than shapes

— Align colors, fonts, and shapes with the day after tomorrow

— Open up space for constructive distortions: Distortion surprises and arouses curiosity