In an environment where brands must connect, stand out, and evolve with clarity, corporate design becomes a strategic asset. It’s not just about aesthetics—it’s about identity, consistency, and purpose. A well-defined corporate design allows a brand to express itself coherently and be easily recognized, regardless of the channel or context.

In this article, we explore the real impact of design on brand perception, the elements that truly make a difference, and how concrete examples—such as the EFE case—demonstrate that design is far more than a logo: it is a strategic statement.

What Is Corporate Design, Really?

Corporate design is the visual expression of a brand across all touchpoints. It includes the logo, color palette, typography, photographic style, illustrations, signage, uniforms, digital assets, interfaces, and more. Its goal is to ensure that every interaction a person has with the brand is consistent, clear, and emotionally resonant.

Good design doesn’t just communicate who you are—it also reveals how you think, what you value, and where you’re headed.

According to a study byAdobe and Forrester, brands that invest in creativity—and therefore in design—significantly outperform their competitors in revenue, growth, and audience loyalty. And this isn’t limited to large corporations. The most memorable brands, from disruptive startups to established institutions, place design at the core of their strategy.

Why Invest in Corporate Design?

1. A Memorable First Impression
   Design is the first thing people notice. 94% of first impressions of a brand are linked to visual design (Stanford Web Credibility Research).
2. Consistency Builds Trust
   A brand that looks consistent—and good—across all formats conveys professionalism, solidity, and attention to detail.
3. Tangible Differentiation
   In markets saturated with similar offerings, design allows brands to occupy a unique visual and emotional space in people’s minds.
4. A Reflection of Identity and Purpose
   How a brand looks says a lot about what it stands for. Design aligned with strategy communicates values clearly and authentically.

Key Elements of Corporate Design

1. Versatile logo: adaptable across sizes and formats without losing identity.
2. Distinctive color palette: conveys emotion, builds recognition, and aligns with brand personality.
3. Strategic typography: reinforces tone and character.
4. Comprehensive visual system: beyond the logo, design defines how stories are told through imagery, icons, illustrations, and materials.
5. Robust brand guidelines: ensure consistency, especially for brands with multiple teams or channels.
6. Digital design (UX/UI): websites, apps, and platforms must reflect visual identity while supporting the user experience.

Case Study: EFE and Its New Identity

The State Railway Company (EFE) faced a fragmented brand identity: different railway lines with disparate visual styles, unaligned messaging, and low brand recall.

The challenge was clear: unify, modernize, and reposition the brand as a trustworthy organization deeply connected to people and territory. To achieve this, EFE partnered with BBK Group, specialists in strategic design.

From redefining brand architecture to developing the visual system, BBK created a unified identity applied across signage, trains, corporate materials, and digital platforms. The impact was clear:

Design Is Transformation

Memorable brands don’t happen by chance. They are built through conscious, strategic, and coherent decisions. Corporate design is not just a communication tool—it is a transformation tool.

At BBK Group, we have supported brands such as EFE, Walmart, and Clínica Santa María in transforming their visual identity to build experiences that connect, inspire, and endure.

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