Brand Architecture

Brand Architecture

Brand Architecture is creating an extension of an already established brand. It is related to the company, but is under an 'umbrella'. This way the establishment is more focused into the specific categories in its selling.  Brand Archetetire can be small scale or a corporate scale such as FedEX. (Mostly corporate companies, as it's dealing with larger numbers).

Brand architecture is of importance to have in a corporate company as it organizes the establishment. Using FedEx as an example. When we think of FedEX we think; reliable, convenient, inexpensive but not cheap, and sophisticated. 

                                                                                     
                                                       The following is the brand architecture of FedEX 

FedEX Corporation 

Express

Ground

Freight

Custom Critical 

Trade Networks 

Although their brand is always FedEx, they have different expansions detailing which part of the company one would deal with.


An average person sending a package would probably use FedEx Ground, while a business would use Freight, Custom Critical or Express depending on the load.  Depending on the company, using FedEx, they would deal with different sections of the company to specially meet their needs of the service itself.


I personally admire FedEx for their design and brand. The brand consistency stands, as there is only a simple colour change in each logo differentiating the section of the company. Not enough brands keep it consistent with their identity, which is a disadvantage. 


FedEx - you did it right. The brand architecture is clear, concise and organized.


Samantha