Logo Families/ecosystems


I'm doing a research for conceptual Logodesigns which should fit into a ecosystem.

I'm not sure if logosystems, ecosystems or logofamilies are the right terms.

I'm thinking about logosets like the Adobe Creative suite or the logofamily of the wikipedia foundation. Do you know any other Logofamilies like these two examples?

Thank you.

8/7/2013 1:29:00 PM

Accepted Answer

Family is a correct-ish term. There are various substitute terms available to describe branding and the many types of branding, but they all follow a general structure. The following infographic is a simple yet powerfully obvious example of some of the different types of brand sets (for want of a better term):

enter image description here

Taken from a report about managing brand architecture strategy when extending from B2B to B2C

8/7/2013 6:32:00 PM

Depending on what you're looking for, there are a lot of ways to achieve harmony in an ecosystem of products and/or services. As JohnB said in a comment and as you note, Adobe Creative Suite and Microsoft Office are great examples:

Adobe CS3 icons

MS Office 2010 icons

An example that came to mind was the case where sports blogging network SB Nation redesigned their logos. Below is a sample, but I encourage you to visit the post to see how disconnected they all were before and how unified they look now:

SB Nation logos

Logos are kind of like Icons

Icons are a lot like logos in terms of the design process. With logos, you're trying to reduce a brand, an idea, a product into something that's simple, memorable, and flexible. With icons, it's a similar story. So when a commenter pointed out that the SB Nation logos reminded him of Foursquare badges, he makes a good connection.

Therefore, it might be worthwhile to check out some icons families, like this one designed by Susan Kare:

Susan Kare icon sample

Here are some other icon examples that could inspire you.

An image on Wikimedia provides a nice infographic on the icon design process (Here's a link to the author Andaja's page...not sure which link will stick around longer.). I reference it for this particular part:

Made by Wikipedia user Andaja, licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

So, logos or icons that share a color palette, or a type of perspective, or a certain degree or method of abstraction will look more unified.

Identity is more than logos

Sometimes the logo stays the same, but a unified ecosystem can still be created by other means. XL Insurance is a great example:

XL booklets

Branding firm Wolff Olins did this for Staples and USA Today:

Staples paper

USA Today variants

A final great example is when Nickelodeon rebranded. See how they went from logos that were pretty scattershot to a set of brands that were well-integrated:

Nickelodeon channel redesigns

You can't go wrong going to sites like Brand New and Wolff Olins to see how brands do it!