A brand architecture is the structure of brands within an organization. It defines the different levels of branding within the organization and how they relate to and support each other.
Durham College uses three relationships within the corporate brand.
Areas falling within the core brand use a single name, key messages and visual identity across all their activities and this is how they are known to all their stakeholders.
Example: School of Business, School of Integrated Studies, Advancement office
The brand extension is closely aligned to the core brand, yet the endorsement from the core adds credibility to the brand extension in the eyes of consumers. This strategy allows the organization to operate other offerings to differentiate their different product groups' positioning.
Example: Continuing Education, Alumni Association
Sub-brands are offered to the public, and the core brand gets little prominence but can be used where appropriate.
Example: Durham Lords
A brand extension is closely associated and aligned to the core of Durham College brand, but has subtle distinguishing characteristics. The brand architecture has been created in consultation with the Durham College Leadership team. Please see below for an example of how the logo should be used with Durham College's brand extensions (e.g. Alumni Association, Continuing Education department, etc.).
The Durham College logo should always appear first and on the left-hand side when used in conjunction with guest logos. Guest logos should also always be the same size or smaller than the Durham College logo and are required to follow the clear space requirements outlined in the Logo specifications section.
For single colour applications, the logo must be printed in black (100 K). Guest logos can be printed in additional corporate colours if desired. With four-process colour treatments, the Durham College logo must be printed in the CMYK equivalent of PMS 341 C and black (100 K).
Please note: The core brand of Durham College includes all academic schools and their associated programs and services.
