A crucial step in building strong brands is creating a strong alignment between the visual and verbal elements of the brand. The brand imagery, color palette, icons, typeface, and brand voice must all work in concert to create a solid foundation for the brand.
Recently, we created a logo family for the Business Resource Group at Thomson Reuters for internal use across the enterprise. This involved developing six logos to represent distinct interest groups, while conforming to the corporate brand standards. We spoke with Cleveland Design Creative Director Jenny Daughters to get her thoughts on the challenges and solutions involved when creating “internal brands within a brand.”