It is time for a new kind of brand design.

Nico Wüst, Head of Design Systems at Strichpunkt Design, on a new way of designing brands.

Nowadays, corporate design is often rigid and inflexible, not ready for digital media and complicated to use. This is a real problem, because it means that modern design guides often stand in the way instead of helping the brand on the path to more power.

Brand design today needs more freedom and flexibility for lively variety and the applications of today and tomorrow. It is time to rethink.

Strichpunkt Modular Design

At Strichpunkt, we have found that we need a new kind of brand design. The result of extensive brand work with customers of all sizes across different industries is called ‘Strichpunkt Modular Design’.

To build an app you need completely different modules than when designing a billboard. However, we only use modules from the design system of the brand.

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.


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.


As few rules as possible and perfectly balanced modules that can be easily and quickly added in the future provide more room for creativity.


Modular design considers not just appearance, but also animation, function and interaction with modules all the way up to technical implementation.

From theory to practice

Whether it is Audi, DFB, DHL, Almdudler, Yello or Weltmeister, Strichpunkt is already working according to the principle of modular design for customers of all sizes.

The responsiveness of a company is crucial for its success. With modular design, brand managers can use synergies and actively promote the transformation of the brand.

Want to know more about our work for Audi? Click here

Audi — modular at all touchpoints

Audi’s new brand design has been developed from a digital perspective. The modular design system enables the Audi ecosystem to be implemented everywhere, from smartwatches to vehicle interfaces. Different components are used depending on the application. The result is more creative diversity and a consistent user experience across all touchpoints.

Want to know more about our work for Weltmeister? Click here

Weltmeister — modular interfaces

The goal here is to become the world’s first truly seamless mobility brand. Achieving this requires a user-friendly mobility solution of leasing, sharing, parking, gamification and community-building. For Weltmeister, we have developed a modular design system to enable a consistent user experience from cars to apps and services.

Want to know more about our work for DFB? Click here

DFB — 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.

Hello future — artificial intelligence in design

If you simplify and modularize everything, can you leave the work to a computer? Absolutely.

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 applications are very diverse and include:

Smart assistants that independently visualise results with the highest quality. 
Digital tools that automatically perform large quantities of format adaptations.
AI-assisted tools that slip into the role of graphic designer and build customised media within the company’s design rules for the user’s individual needs. 
Performance-optimised design that uses data to play the ideal messages and themes at the most successful touchpoints.

We are currently working on all these examples, and they show how many possibilities are on offer in a modular design system.

STRICHPUNKT DESIGN is one of Germany’s most awarded design agencies based in Berlin, Stuttgart and Shanghai. Follow us on Facebook, Twitter & Instagram to keep in touch with us and our latest work.