What had become the religion of the advertising industry some 20 years ago is today often neglected in digital mass communication, despite the high predatory competition. The corporate design, the visual appearance of a company, is one of the most important factors for media efficiency and recognition. Especially in market areas with high competition every euro counts for an effective customer acquisition. Customers must be able to distinguish offers at first glance and immediately recognize at all customer touchpoints who the sender is. For digital and classic print media alike. Because sticking out of the crowd is a significant sales advantage. In addition, media consistency creates something that quickly pays off in customer acquisition: natural trust.