The assessment of the colors used and their correction plays a central role in branding. HearingPro’s colors are highly spectral and harmonious.

A paper mockup for the brand WUNSCHGUTSCHEIN. This brand should touch the heart while not being dominant.

In the area of design, a diagnostic second look is equally worthwhile. Is the brand presented consistently? Is it really relevant to the target group? Does fit in with the zeitgeist or is it merely tolerated?

Your advantage:

Before you make a major investment in producing assets (e.g. printing) and roll out the new branding, find out where any weak points in the design lie and how to solve them.

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Design appraisal as a second opinion or quality assurance

In the medical field, it is important to get a correct diagnosis as early as possible. This can prevent unnecessary damage or wear and tear. For this, many seek the second opinion of another doctor.

In the design field, it is similar. People judge brands with enormous speed, and thus the time to trigger buying impulses is short. A second opinion in design ensures successful placement in the actual real segment of the market. Also, people are surrounded and oversaturated with logos and brands. Inconsistent applications are perceived as of inferior quality, and so an initial positive impression can be “worn out”.

Is design a matter of taste?

Even though our inner voice will now say “yes”, it is not a matter of taste. Why? Because there are certain parameters and rules that control our perception. It is also possible to measure the success and error-proneness of design.


In this example you can see an application of the logo on a construction helmet, because for the operation of the company Dülk & Kosub, the brand must visually stand powerful even in such challenging environments.

In addition to digital applications, in most cases a brand must also be strong in a real-life environment. Hear you see a facade with the logo of LIBAKO.

Test factors in design appraisals (analysis of brand DNA)

When preparing a design evaluation, the first step is to analyze the brand DNA. The following questions outline the process:

  • Does the brand really activate the target group?
  • Does the design meet the current zeitgeist?
  • Is the design too focused on the zeitgeist?
  • Do cultural groups feel irritated?
  • Is the design understood?
  • Could the profit be increased?
  • How many new customers have been acquired since implementation?

The goal is always a healthy brand, because people notice whether or not it is actually strong – and healthy brands live on, sometimes far longer than people do.

Design Appraisal

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Case Studies



Rebranding an SEO – SEA agency

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Dülk & Kosub

Specialists for sewage treatment plants

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