Brand Identity Essentials

59 Standards of Hierarchy

Strong programs are often about standardized treatments. Making two or more marks work together in a program often requires rules for maintaining the hierarchy of the relationships. These marks are almost never equal. One mark usually leads, and the others represent ingredient brands or product brands that are subordinate. Once the hierarchy standard has been defined, then determine the program pattern.

Ingredient brands have a right to enforce their program identity standards on the companies that use their ingredients. A well-executed program finds a way for ingredient logos to add to the program identity. Often, the ingredient brands lend credibility, like medals on a scout uniform.

Whether the lead brand is Mac-compatible ...