How to Build a Logo: Brand Architecture
Often times cities, towns, and counties will ask for a logo that adapts to multiple departments and represents various areas of service.
Do we need one logo?
Do we need a group of logos?
After asking a few discerning questions, we can determine if it is more appropriate to make a family of logos, create one adjustable logo, or create one main logo. Ultimately, it depends on your needs, but here are a few ways to classify the difference between these three options.
Just The Two of Us (Or Three Or Four)
A family of logos works best when there are separately funded entities within an organization that generate revue. Having distinguished logos are important for the community to know they serve as part of a greater organization, but separate divisions. Take Transfort for instance, the public bus system for the City of Fort Collins. Their fixed route service had been established, but new bus services joined the Transfort family that were unique enough to warrant a unique BUT complimentary identity.
System Wide Representation
A logo that adapts to different services is ideal for cities or counties that have to represent different departments. In this situation, it’s important that people recognize the larger organization, but can identify unique differences.
Room For One
Often times there will be a service so unique it will need enough differentiation to warrant its own brand. This can be seen in economic development, utilities like power and water, and other community services.
If you’re looking for more information, brand resources, or to ask a branding related question, feel free to reach out. Slate has developed over 15 brands for municipalities and public sector organizations. Our goal is to help you engage your citizens to improve your community.