The VdS brand architecture: one brand, many business areas

The VdS brand architecture defines who speaks. That is why the starting point was not a design question but a matter of structure: how do the individual business areas relate to the brand, and what holds them together? The answer became the foundation for everything that followed.

Principle

One logo as the binding element

VdS appears under a single logo. This makes the VdS umbrella brand the element that binds all business areas together. That sounds simple, but everything else follows from it. A single brand needs rules for how other brands relate to it.

Analysis

How two workstreams became one brief

The corporate design came first. Shortly afterwards, work on the corporate website began on that same foundation. One workstream defined who VdS is in the market. The other established what users are looking for on the website.

A separate analysis phase followed for the web presence. Its outcome was a brief. It set out the requirements against which every later decision could be measured: from finding content to maintaining it in the backend.

With that, the foundation was in place. The VdS brand architecture established who is speaking. What that sender looks like was decided in the next step.

The VdS brand architecture: one brand, many business areas

One logo as the binding element

How two workstreams became one brief

Back to overview

Next: Corporate Design

Similar project? Schedule a call

The VdS brand architecture: one brand, many business areas

One logo as the binding element

How two workstreams became one brief

Back to overview

Next: Corporate Design

Similar project? Schedule a call

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