Brand Architecture

A brand architecture shows how an organization and its products/services are related for the purposes of communicating about the brand. UC ANR’s brand architecture is a hybrid of the “House of Brands” structure. This means that we have a diverse brand family under UC ANR, similar to Proctor & Gamble shown below, and we feature sub-brands (UCCE, 4-H, IPM, RECs, etc.) over UC ANR when appropriate for the audience.

Diagram showing three types branding architectures: Branded House, House of Brands and Hybrid

This does not mean, however, that the UC ANR brand should be left out. There are also some instances where the UC ANR brand should be primary over sub-brands to build awareness of the overall statewide network and its impact (e.g. legislative or media outreach).

Hybrid architecture in action

The more we lead with the UC ANR brand and tell the story of the overall value of the division, the more our audiences will build an image in their mind that UC ANR = the sum of our programs and services. At minimum, include the UC ANR logo and the following boilerplate language in every communication product: 

UC Agriculture and Natural Resources brings the power of UC to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, nutrition, economic and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu.

 

What is a logo and why do you need one?

A logo is a visual symbol of a company or organization for identification and recall. Logos should be memorable, simple and timeless. Chaotic or complex logo treatments distract from the effectiveness of communications.

Organizations with complex brand architectures often choose to employ wordmark versions of logos and similarly constructed logo symbols in order to eliminate visual clutter in cobranding:

UC Berkeley departmental logos

UC Davis departmental logos

Effective brand strategy includes presenting a visually uncomplicated brand in order to promote awareness and recall with key audiences. Our shared goal of raising awareness of the value of UC ANR as a whole has implications for co-branding. Despite the visually cohesive system our graphic designers have created, materials coming from ANR can sometimes look like “brand soup” and confuse our audiences. It is important to follow the visual style guide to properly brand your materials.