With the development of the offer there is a question of what should be common and what should be separate. Identification can organize relations between the company, services and product lines.
List relationships before character design
Start with the list of names used by the company. Select which means enterprise, service, product, series or periodic campaign. The recipient should not guess whether he is watching separate companies or parts of one offer.
Not every new name needs its own logo. Sometimes it is enough to record and organize the category. A separate character may make sense, but the decision should result from the relationship and way of selling, not just from the desire to diversify the graphics.
Find out what to connect the individual lines
Common may be typography, information layout, photography or the way the main brand is placed. Differences help to recognize the application of the product and the group of recipients. A balance must be found between the similarity and the easy distinction.
For example, three series of equipment can use the same card composition and different series markings. They do not need to look like three unrelated stores so that the customer can choose the right line.
Check the hierarchy on several media
Test the system on the website, presentation and material concerning a single product. In any case, the recipient should recognise the proper name and its relationship with the company.
In the evaluation, ask:
- which brand is the most important in a given view;
- whether the names are not competing with each other;
- whether similar products can be distinguished;
- whether the new series will fit in the system;
- whether the team understands the rules of signing materials.
Save rules for adding consecutive names
The development of the offer should not start the project from scratch each time. Specify when an option of the existing system is created, and when a separate strategic decision is needed. Leave examples of application and the person responsible for order. brand character i use of identification in the team.
