Brand Architecture

“No man is an island,” the saying goes, and the same applies to brands: no brand exists in a vacuum, divorced from contextualizing or profiling elements. Connections, relations, contexts – these form the backbone of a brand’s architecture. And these are the elements with which we help you decide which brand model is best suited to your company’s structure and portfolio. Be it an Umbrella Brand, House of Brands, Branded House, Company Brand, Brand Family, or Sub-Brand, we define the relations of the brands to and amongst each other.

Corporate Brand

Corporate Brand

The main brand communicates also on the product level.

Result: Maximum impact of the main brand.


Branded House

Branded House

An umbrella brand defines the brand identity. The differentiation to the subordinate brands is kept to a minimum.

Result: Maximum integration. Each subordinate brand’s image directly strengthens the umbrella brand.


Sub-Brand

Sub-Brand

The main brand generates sub-brands that possess a strong relationship to the main brand.

Result: The sub-brands strengthen the main brand but cannot be independently profiled due to the dominance of the main brand.


Endorsed Logo

Endorsed Logo

The main brand unites independent brands under its umbrella. Each independent brand features the main brand as a prominent part of its logo.

Result: The independent brands profit directly from the image of the main brand while maintaining the highest possible level of independence.


Endorsed Design

Endorsed Design

The sub-brands assume certain design elements of the main brand (e.g. color, typography, select shapes/forms or name components).

Result: The relation between the brands is evident. The sub-brands profit directly from the strong visual similarities to the main brand and the other sub-brands.


House of Brands

House of Brands

The sub-brands assume certain design elements of the main brand (e.g. color, typography, select shapes/forms or name components).

Result: The relation between the brands is evident. The sub-brands profit directly from the strong visual similarities to the main brand and the other sub-brands.


Hybrid

Hybrid

The main brand is simultaneously a product brand, functioning on the same level as its other subordinate product brands, the appearances of which are completely independent.

Result: The recognizability of the product brand contributes to the main brand and vice versa.


House of Families

House of Families

The main brand unites under its umbrella independent parent brands that, in turn, serve as the main brand to subordinate product brands identifiable through shared design elements.

Result: The parent brands are not identifiable as belonging to the main brand. Through the similarities in design, the product brands and parent brands profit from one another.