Dürr Corporate Design is based on three distinct design elements: Re-Frame, Quick-Link and Big Type. The reduced design language of the elements allows their free and flexible use. This enables the creation of informative, playful and striking designs that nevertheless appear uniform and always make it clear that they come from Dürr.
Table of contents
Design elements – Big Type, Re-Frame and Quick-Link – these elements make it possible to recognize our brand in design terms.
The big typography stands for our self-awareness and mission consciousness, our technology leadership, conviction and attitude. It is the striking complement to the conveyance of detailed information. It is used either for powerful keywords or for statements.
Big Type – A Big Type is short and concise, but immediately noticed due to its size (A). The statement is longer and more expansive (B). It can be a quote or a punchy statement. Both variants can fill the format, but also be shown scaled down to suit the layout.
The Re-Frame stands for focusing, re-thinking, a passion for detail, and questioning. The design element encompasses certain details in the layout or holds content together. It is flexible in size and shape, and adapts to requirements.
Formal Re-Frame – The formal Re-Frame frames and accentuates either the entire contents by moving to the edge of the format (A) or by emphasizing individual elements through focused framing (B). These elements can be images or texts or both.
Offset Re-Frame – The offset Re-Frame focuses on certain areas of an image by extending beyond the edge of the image (A). If we were to speak about a sequence of images, the Re-Frame would be “temporally” ahead of the image. This can also extend beyond the edge of the medium and thus remains open for the content of the next page (B).
Connecting Re-Frame – The connecting Re-Frame combines free elements. It sits in front of or behind them, thus creating a connection between the objects without constricting them. It symbolizes systems, processes and content-related connections.
The Quick-Link stands for connection, cohesion, emphasis and linking. It structures the layout, serving as an eye-catcher and anchor for viewers and readers. The Quick-Link connects elements such as image and text to each other or anchors an object to the edge of the medium.
Edge-bound Quick-Link – The Quick-Link is mostly edge-bound and overlaid with text (A) or image elements (B).
Moving Quick-Link – The Quick-Link can be used as a connection between two elements that should be linked in terms of their content. It can link an image and a Big Type (A) or two images.
Use of Quick-Link – The edge-bound Quick-Link can be placed anywhere within the blue area. Only one Quick-Link may be used on a page or double page.