CS Round1

COPE Shetland

Visual Identity: Round 1

Brand Architecture

What is brand architecture?

Brand architecture is the organizational hierarchy of a company’s brands, sub-brands, products, and/ or services. It’s an integrated system of names, symbols, colours, and visual vocabulary that bring clarity to a brand portfolio.

The purpose of brand architecture is to bring your business’s offerings back into focus.

It can help you better cross-promote products and services—and regain control over how your brand is perceived by customers. From a design perceptive, it is also beneficial when considering and building brand identities.

Understanding brand architecture

Types of brand architecture

Branded house

A branded house includes a strong master brand (or umbrella brand) with a collection of product or service brands, each of which has a descriptive name that includes the master brand name.

Types of brand architecture

Endorsed brands

In an endorsed architecture, there is a parent brand (or endorser brand) and associated sibling brands (or endorsed brands) all of which have unique market presences. An endorsed strategy is one where you’ll find messaging like “Brought to you by…”

Types of brand architecture

House of brands

A house of brands architecture features a collection of distinct, individual brands under a parent brand that customers may or may not be aware of. The parent brand is primarily important only to the investment community.

Types of brand architecture Hybrid

A hybrid brand architecture framework is essentially some combination of the other architecture types.

A hybrid architecture is ideal when the existing brand equity of an acquired brand needs to be maintained, or when the system includes some level of nuance or complexity.

COPE’s Architecture

COPE’s Architecture

Hybrid

A hybrid brand architecture framework Is the best form for COPE and its sub-brands to thrive and connect to their respected target audiences.

The Shetland Garden Centre and Second Hand Shetland both come under as endorsed brands - allowing them to have their unique personality while still visibly being part of COPE.

Shetland Soap Co. is slightly different, having a wider reaching target audience than the others (tourists, hotels etc.) meaning that it will benefit more from having a brand that is separate.

Second Hand Shetland

COPE SHETLAND

Shetland

Garden Centre

Shetland Soap Co.

Branding COPE Shetland

The Brand: An Overview

Logo

The logo is constructed of rounded shapes, positioned in the shape of a C. The shapes are based on the ‘O’ within COPE, creating a level of consistency between the two. Also referencing the uniqueness of those who can receive employment opportunities.

Typeface

The Typeface used throughout the COPE brand and the rest of the Cope family is Roc Grotresk. A typeface with over 90 variations, meaning it can be used throughout all of the brands in a way that suits them individually whilst still being connected to each other.

Colour

The new colour palette keeps the navy blue that was used in the previous brand. An warmer off-white as been introduced to help the brand fee less corporate. Other colours have been tweaked and some introduced to make the brand feel less

Roc Grotesk

Brand Graphics & Shapes

Brand Language ...

CONNECT CREATE COMMUNITY CHANGE COMMITED CONTRIBUTE

Branding Shetland Grarden Centre

Branding Second Hand Shetland

Branding: Shetland Soap Co.