We’ve come full circle here, because the basis for this is a modular design principle. This is exactly how it becomes possible for machines to read, interpret and implement design. The technology behind it is invisible to the user. The Brand Creator uses artificial intelligence and content from very different sources to create a medium. Our own script language SPML (Strichpunkt Markup Language) translates Strichpunkt design know-how into machine-readable algorithms and creates individual media using mass models from physics. The result: perfect print PDFs, PNGs or film snippets that always match the corporate design 100%.
This is our way of designing brands. A modular design system inspired by atomic design, developed in a media-neutral way but thoroughly digital at its core. Put simply, it is about developing different, coordinated design modules. These modules can be combined in the best way to suit any purpose. Recognisability does not come from the repeated use of the same design, but rather from the consistent use of the modules.
As few rules as possible and perfectly balanced modules that can be easily and quickly added in the future provide more room for creativity.
Each type of media also has other requirements. From digital and print to 3D and motion, modular design can be used and scaled for the touchpoints of today and tomorrow.
Modular design considers not just appearance, but also animation, function and interaction with modules all the way up to technical implementation.
modular brand experiences
A modular design system in the form of an open tool kit makes it possible to design customised and very different DFB brands, such as for the association itself, the DFB-Pokal, the Nationalmannschaft or the DFB Akademie, while still making the connection between the brands clear.