Case Study
Brand Hierarchy
Region 9 Head Start Association provides assistance to head start programs for vulnerable children and their families. It consists of the states of Arizona, California, Hawaii, Nevada, and many more parts of the USA. My job was to recreate the logos of sub-brands of R9HSA using the concept of branding hierarchy.
My Role:
Graphic Designer
I worked solo on this project and relied on physical papers for rough sketching and then used Adobe Illustrator to make these designs digitally.
Timeline:
Dec 2020 - Jan 2021
Research:
It's a government-funded organization. This organization works to help economically disadvantaged families. Their aim is to help children get a good education from the start. Their work area is very big, and they have multiple sub-brands to help children in different ways. It consists of Conferences, Training West, Partnerships, Member Seminars, Networks, etc. Region 9 is in the states of Arizona, California, Hawaii, Nevada, and the Pacific Region territories of American Samoa, Commonwealth of the Northern Mariana Islands, Federated States of Micronesia, Guam, Republic of Palau, and the Republic of the Marshall Islands.
A simplified representation of the brands and sub-brands which gives an idea of their different works and categorizations. I also color-coded them based on the category of sub-brands since it is also a good practice to follow while creating a brand hierarchy. Denoting sub-brands and brands with similar colors creates a sense of connection.
Client Interview:
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Client was more inclined toward having logos in different shapes representing the sub brand or if it could be icons that represent the demographics of the sub brand where they were based out of.
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Simplify the entire logo cluster.
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Sub brands can be differentiated using different colors.
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There are many brands like Coca-Cola, Morzila Firefox, FedEx etc which follow a similar type of branding hierarchy.
A total of 24 logos (re-designs and new designs) following a specific brand hierarchy and creating a proper harmony between them so that it looks like they belong to the same organization. Each logo should resonate with the sub brand and the design should be inclined with the work that particular sub brand does.
Design:
Below are the final, polished designs of the brands and their sub-brands.
Learnings:
It was my first project where I had to create a brand hierarchy, which was a lot more complicated than I thought it would be. I learned to more successfully create working brand hierarchies, effective and to-the-point communication with clients, and also polished my hands on Adobe Illustrator.