The word or prefix “sub” connotes so many different things.
It can be GOOD, like a delicious sub sandwich or a substitute teacher (if you’re the student). Or it could be BAD, like something that is sub-par or a substitute teacher (if you’re the teacher).
Today we’re talking about a good sub: the sub-brand. For an example, let me introduce my client Resource Depot. For nearly 20 years, this extraordinary place has tackled Palm Beach County’s growing waste problem by rescuing unwanted and excess materials, turning waste into wonder. And now, for their 20th anniversary, I’m working with them to brand this milestone and create sub-brands for some of their programs and campaigns.
Seen above on the left, is the main Resource Depot logo, with the addition of the anniversary recognition. In the middle is the sub-brand for TreasuRE, a separate section of the main marketplace where you’ll find some one-of-a-kind, new to you treasures as well as new packaged items at a fraction of retail. And to the right is the sub-brand for ENF., the new campaign to educate Palm Beach County that we all have ENOUGH and can make do with what we have and buy less.
How do we know they are sub-brands? They both contain branding elements from Resource Depot’s main identity, including colors, fonts and textures. This is critical when designing these types of logos for programs, divisions or campaigns under a larger umbrella.
The good news: if your brand already has a properly developed identity, you’ve got a blueprint to start from and can get creative immediately. If not, it’s time to get busy. When you’ve got all of the elements in place to make your brand professional, recognizable and adaptable, you’re cooking with gas.
Is your brand and potential sub-brands where you’d like them to be? If so, I’d love to see your examples. If not, I’m happy to have a conversation to see what you might need to move forward. Either way, you can email me here or call me at 561.578.7019.