Question

Topic: Branding

How-to: Multiple Logos That Tie Back To 1 Brand?

Posted bymthompsonon2/27/2009 at 12:23 PM ET 250 Points
Our school has several Centers and each wants its own logo or visual identity. They share some of the same audiences but often have more defined or broader audiences from each other.

In the past developing a Center's visual identity or logo was handled willy-nilly. Now that we're purposefully branding the school we are taking a closer look at how we develop the visual identities. We want them all to tie back to the bigger brand -- a branded house vs. a house of brands.

What have you done, or do you suggest, to address these disparate Centers which serve disparate audiences? How do you create a process and standards for creating visual identities that tie back to the big brand? To use a consumer example, one brand may produce shampoo and truck tires. They're in the same family and may share some audiences. Ultimately, however, they serve different audiences. Again, we're working with a branded house model.

Thanks for your counsel!
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  • Posted bywnelsonon2/27/2009 at 1:14 PM Accepted
    Maria,

    的网站,这是规律lt to imagine what your centers are. If the centers were tied to degree programs, one thing you could think of is to make an overall logo with parts that stand on their own. Put together, you have a fine logo for the overall school. Separately, each center's logo stands on their own, but can be assembled into the overall school logo. For instance, Social Work could be outstretched hands, Divinity could be a heart, Sacred Music could be an ear, Theology could be the head (symbolic of the mind), Master of Arts could be a bible, Ministry could be the mouth (with lines symbolizing talking or preaching), etc. Separately, they stand on their own and symbolize the main idea. Together, they are a person standing with outstretched arms holding a bible, spreading the word. It would take some creativity to get it all to look right, but a good graphics designer could do it.

    The logos, however, don't have to be so overtly symbolic. Logos are meant to be recognizable, mainly. Sure, they mean something. There was a story behind Lucent's circular swish. But I bet not many people knew (or cared) what it was. You could go with something with graphic designs versus physical symbols. Separately, they stand on their own and together, they fit into an overall logo. Given the main mission/idea for each center, a creative graphics artist could come up with some logos like this too.

    I hope this helps.

    Wayde
    I hope this helps.
  • Posted byk.pohlmanon3/2/2009 at 8:19 AM Accepted
    Another option would be to use a split logo. I work for a large company that manufactures material handling equipment. We have several product lines and have acquired a few established companies along the way.

    Our logos consist of a "rounded rectangle" with the main company name in half of it and the product or acquired companies logo in the other half.

    This allows us to continue the group's brand while maintaining the brand of the acquired business.

  • Posted bymthompsonon3/2/2009 at 4:43 PM Author
    Thanks for your great suggestions!
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