The demands aimed at brands, products and services are versatile and highly branch-specific. However, all such demands share one essential aspect – they have to be met. In order to fully meet a demand, one first must understand it. In order to understand a demand in all its facets, we take it apart. In concrete this means: we analyse our customers; their business history; strategies; target markets and potential target groups of these markets; technical restrictions and financial possibilities; as well as the competition. Only such an approach allows for the identification of content, range of functions, distinguishing features and stylistic elements to form the starting point of the implementation of design. Our conclusion: in end effect, good design is little more than the result of a solid research and analysis phase. Design is never arbitrary.