The corporate design of the architects’ practice gmp von Gerkan, Marg and Partners translates the practice’s philosophy which centers on the ideas of simplicity, variety and uniformity, distinctiveness and structural into a visual language. The emphasis is on reduction based on plausibility and a natural understanding. It takes into account the principles of the inherent connection between material and form, uniformity of material and restraint in form. Any surplus decorative elements that do not relate to the function of the medium are avoided. The ideal is to design things so simple that they are long-lasting in terms of function and time.