We have developed a unique approach, through which even complex families of technical products can achieve high visual brand recognition. With our CPD method, you can make the appearance of your brand unmistakable.

Held+Team’s Corporate Product Design (CPD – a registered trademark of Held+Team) represents a unique method of enabling a family of technical products, regardless of complexity, to achieve a high degree of visual brand recognition. The structured procedure developed by us comprises much more than the selection of color and a logo position as is the case with traditional corporate design guidelines.

Our proprietary CPD is likewise not restricted to the formal definition of radii, arcs or other formal manifestations, because these only create a unique look in rare cases. The imitation of such simple, formal elements is nearly always possible – without infringing intellectual property rights! Our approach goes much ‘deeper’ – into the functionality of products and product families. How they are handled as well as how they are perceived through the senses of touch and hearing. After a detailed analysis and preparation of a brand’s current product range, we develop a “common denominator” which creates brand recognition and may be systematically complemented with additional features over time.

The result is an image, defined in guidelines, for all products of a brand, including a Graphical User Interface and packaging, of course. In conclusion, the features will represent brand values and strengthen brand recognition over years and decades. A brand is an essential element of the corporate value these days – another reason why this method is important – particularly for complex product programs in medical technology. This method is especially helpful when an acquired company must be visually integrated in an undertaking and thus have to be perceived as “one brand” by customers. For understandable reasons we cannot reveal any more detailed information on our process here. However, experience gathered in the execution of numerous projects has confirmed the meaningfulness of this in each case. More than 50% of our sales volume is generated by the development and support of CPD projects.