Design = intentions + drawing
“Design is an activity involving a wide spectrum of professions in which products, services, graphics, interiors, and architecture all take part.” (ICSID)
Design and branding: design is a link in the chain of a brand, or a means of expressing brand values to its different publics.
Design and corporate strategy: design is a tool for making a strategy visible.
Source: Borja de Mozota, Brigitte: Design Management.