As long as humans have needed to create objects and commercial products, production has been guided by materials, manufacturing techniques, usability, and surrounding culture. Global competition and rapid industrialization have prompted manufacturing companies to examine their competitive advantages more closely. This reflection should be translated into concrete terms: I recommend documenting and compiling your competitive advantages into a comprehensive design guideline.

Document the Process and Benefit Yourself

A design guideline is a valuable asset for any industrial company that wants to stand out and position itself in the market through its designed and manufactured products. A guideline ensures that knowledge is passed from one person to another: even if staff changes, the shared vision remains clear. Buorre’s design team recently contributed to the development of ABB’s design guideline.

In the broader picture, reviewing your business, identifying your competitive advantages, and refining the details in the design process is wise. When a company invests thousands or even hundreds of thousands in manufacturing a designed product, the entire process should be carefully considered from start to finish.

Many companies have brand guidelines or broader digital design systems for marketing purposes. However, these often have a shorter lifespan compared to a design guideline, which can provide direction for a company’s design efforts for decades. Additionally, a design guideline facilitates natural dialogue with brand identity development, as design can reflect brand elements and vice versa.

What Does a Design Guideline Cover?

A high-quality design guideline is as comprehensive as needed: smaller companies might have a ten-page document, while large companies with extensive product portfolios might have several dozen pages. The design guideline moves from the business level to the company's products, their usability, and future goals. It involves identifying the purpose and essence of each product. Each product often has multiple features that aid and benefit the user.

Design helps to make these features visible and easier to understand. The guideline should clearly explain how and which shapes support the use of a particular product and ensure that there are no shapes that might interfere with the brand. It also guarantees that essential information is easily accessible on products: for example, knobs, buttons, technical specifications, QR codes, logos, and instructions should be available, easy to read, and consistent with the brand.

Simply scratching the surface is not enough; product design strongly influences the user experience. The shapes, lines, and angles of products are documented in the design guideline to reinforce the look and desired experience. A deep understanding of the product helps to identify even the smallest differences in user experience, which can be crucial for competitive advantage.

Wisely Utilized Design Strengthens Competitive Advantage

A design guideline is suitable for any design-focused company that wants to unify its processes and position itself relative to its competitors. Creating guidelines helps answer questions about whether the product or the company came first and whether the product or the company primarily guides brand perception. Regardless of the order, the product and the company form a complete picture: the market's perception of the brand.

A clear and consistent identity creates an image of what kind of company you want to be and what is communicated through its designed and manufactured products. When the message is clear, it stands out across various channels and reinforces perceived brand value—even for decades.

Would you like to develop a functional design guideline for your company? Let’s review your needs and create a comprehensive framework for your design processes and brand identity!