It is only natural for brands to expand their services and range of products throughout the years, diversifying their offers and expanding their audiences. This is a great sign of the growth of a company or the organisation but, with this expansion, a new layer of complexity is added to the visual representation of an entity. How can you differentiate between different sectors in a same portfolio? How can you make it clear that sub-brands are different, but still a part of the main brand?
The term ‘Brand architecture’ is used to describe describes the hierarchy within a company (or organisation), different groups and sub-brands. Europeana thrives with its numerous products, groups of stakeholders and projects, but this also entails a huge complexity for its brand, and requires different visual representations.
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