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.
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.
UC ANR brand architecture
Download the brand architecture here.