Sub-brand identities

What's in it

For each sub-brand: its name and how it sits next to the parent brand, a mark or lockup, the colours and type it shares or adds, and the voice notes that give it its own character. Each comes with identity files and guidance written to match your main brand guidelines.

How it's made

Sub-brand identities come out of our brand extension work. Where it is not yet clear how your brands relate, brand architecture comes first: what sits under the main brand, what stands apart and how each is named. Then we design each sub-brand from the parent system, borrowing what it can and adding only what it needs.

How you use it

Hand the files to the programme team or the agency running it, and they can start straight away. Launch materials, a microsite or a product screen all begin from the same base.

Because the sub-brands share that base, they are easier to build into one design system, so a new site or product reuses the components of your main one.