Design System

In order to create a harmonious overall brand image that is systematically applied to all advertising media, it is helpful to follow basic design rules. These are based on a column grid that gives the design a systematic structure.

Basic principle Copy link to this element

In general, the design of advertising media across all channels is made up of essential standard elements: Visually, an emotional image is paired with an image that localises this specific feeling. In the text, the headline combination reflects the visual impressions. The vibe acts as a connecting element; the logo and URL round off the perfect brand presence.

The number of grid columns depends on the format. If there is no master template available for a particular format, you can use a template that comes closest to it. If this results in a logo in the wrong size, the number of columns must be adjusted accordingly.

For layouts, the master templates have to be referred to.

Most master templates consist of 4 versions that provide an overview of the various options. However, the arrangement can and should vary. Different arrangements convey a desired liveliness and lightness that support our “Lebensgefühl“ brand essence. The vibe can be just as lively.

The positioning of the large image should always be chosen according to the image content. This is to avoid that in combination with the centred Lebensgefühl lettering no important content is lost.

Vibe Copy link to this element

Our vibe symbolises a journey, a moment, a feeling. In the B2C sector, we know neither the beginning nor the end of the vibe. Because we are on a journey.

And we realise: This journey begins in the B2B area

The vibe is available in various designs and should be matched to the subject wherever possible.

Annual report Copy link to this element

The number of grid columns depends on the format. If there is no master template available for a particular format, you can use a template that comes closest to it. If this results in a logo in the wrong size, the number of columns must be adjusted accordingly.

To add depth to the layout, it is possible to double the vibe in the layout. The second vibe should be displayed twice as large (200%). This creates two optical layers that give the layout a more dynamic appearance. However, this effect should be used with caution.