Banks, for example, have a myriad of different offers and services - loans, accounts, business and residential deals that can number in the hundreds, if not thousands. The only way they can present this information to customers without overwhelming them completely is via creation of a logical visual hierarchy. In essence, it allows the brand to be accessed more effectively, creating a relationship of recognition and trust, whilst leveraging sub brand products and services with a strong link to the master brand.
Segmenting a visual branding design can be done through the intelligent use of:
Neighbourhood Energy, one of Australia's most reputable energy companies, needed to combine their products and services under one master brand, with visual consistency applied across all the sub brands. Charles Elena Design, a leading Melbourne branding studio, were tasked with the project, and created a visual branding design which used colours, graphic devices and imagery to guide the reader through the product and service hierarchy.
A consistent colour pallete was used, with similar hues reflecting the interconnected nature of the brand. Visual design elements were kept identical, with small changes in colour reflecting the status of sub brand products. The graphic devices and colours present a consistent focus to the customer, making the overall master brand the focal point, with all sub brands clearly identifiable within the hierarchy.
Kelly Sports, one of Australia's leading sports educators, required a visual branding design system to keep their main and sub-brands consistent, whilst providing allowances for franchisees to communicate to clients under the Kelly Sports umbrella. The Charles Elena Design studio took into account the myriad of services, programs and franchisee requirements, and designed a visual branding system that allowed flexibility within the framework of the brand.
The sub-brands must be related to their master brand through their design elements. If the branding design is too inconsistent or abstract, consumers may not connect the two, and the brand will lose potency. The best brands of our time depend on clear visual communication that reinforces the brand value. Charles Elena Design is a Melbourne design studio that understands the elements that produce a compelling visual brand. Call us on (03) 9663 5433 to discuss your brand today.