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Brand Extension Guidelines

Overview

This document provides comprehensive guidelines for extending our brand across different contexts, partnerships, and applications while maintaining consistency and integrity.

Sub-Brand Creation Framework

When to Create a Sub-Brand

  1. Product Lines: Distinct offerings requiring unique positioning
  2. Regional Variations: Localized versions for specific markets
  3. Special Initiatives: Time-limited campaigns or programs
  4. Technology Platforms: Different technical implementations

Sub-Brand Architecture

Master Brand
├── Product Sub-Brands
│   ├── Enterprise Edition
│   ├── Community Edition
│   └── Developer Edition
├── Regional Sub-Brands
│   ├── EMEA
│   ├── APAC
│   └── Americas
└── Initiative Sub-Brands
    ├── Education Program
    ├── Partner Network
    └── Innovation Labs

Naming Conventions

Endorsed Model

  • Format: [Master Brand] [Descriptor]
  • Example: "MkDocs Enterprise"
  • Use when: Leveraging master brand equity

Descriptive Model

  • Format: [Functional Name] by [Master Brand]
  • Example: "DocBuilder by MkDocs"
  • Use when: Targeting specific use cases

Standalone Model

  • Format: [Unique Name]
  • Example: "Lumina" (a MkDocs product)
  • Use when: Entering new markets

Partner & Third-Party Usage Guidelines

Partnership Tiers

Platinum Partners

  • Full brand toolkit access
  • Co-branded materials permitted
  • Joint marketing campaigns allowed
  • Custom brand variations approved

Gold Partners

  • Standard brand toolkit access
  • Limited co-branding rights
  • Pre-approved templates only
  • Badge usage permitted

Silver Partners

  • Basic brand elements access
  • Text-only brand mentions
  • Standard badge usage
  • No custom variations

Usage Requirements

  1. Brand Representation
  2. Maintain minimum clear space
  3. Use approved color variations only
  4. Follow typography guidelines
  5. Respect logo proportions

  6. Context Restrictions

  7. No political associations
  8. No controversial content
  9. No competitive positioning
  10. No misleading claims

  11. Quality Standards

  12. Minimum resolution: 300 DPI (print), 72 DPI (digital)
  13. Color accuracy: Within 5% deviation
  14. Size requirements: Never smaller than 120px wide
  15. File formats: Use vector when possible

Co-Branding Rules

Hierarchy Principles

Equal Partnership

[Brand A Logo] + [Brand B Logo]
     50%              50%

Primary/Secondary

[Primary Brand Logo]   [Secondary Brand Logo]
        70%                    30%

Endorsement

[Main Content]
              Powered by [Brand Logo]

Visual Rules

  1. Separation: Maintain clear space equal to 'x' height
  2. Alignment: Center or baseline alignment only
  3. Size Relationship: No more than 2:1 ratio difference
  4. Color Treatment: Each brand maintains its colors

Co-Branding Examples

Event Partnership

MkDocs Summit 2024
Presented by [Partner Logo]

Technology Integration

[Product Name]
Powered by MkDocs | Built on [Technology]

Content Collaboration

[Content Title]
A collaboration between MkDocs and [Partner]

Brand Variation System

Product Variations

Enterprise Products

  • Color: Deep blue (#1E3A8A)
  • Badge: "Enterprise" label
  • Typography: Bold weight headers
  • Imagery: Corporate, professional

Community Products

  • Color: Vibrant green (#10B981)
  • Badge: "Community" label
  • Typography: Regular weight
  • Imagery: Collaborative, diverse

Developer Products

  • Color: Purple (#7C3AED)
  • Badge: "Developer" label
  • Typography: Monospace accents
  • Imagery: Technical, code-focused

Event Branding

Annual Conference

  • Yearly color theme
  • Event-specific graphics
  • Temporary logo lockup
  • Themed merchandise

Workshops

  • Simplified brand treatment
  • Focus on content
  • Standard templates
  • Minimal customization

Webinars

  • Digital-first design
  • Animated elements
  • Screen-optimized layouts
  • Interactive components

Campaign Variations

Product Launches

  • Hero imagery style
  • Campaign tagline integration
  • Limited-time visual elements
  • Coordinated color scheme

Seasonal Campaigns

  • Thematic overlays
  • Temporary color adjustments
  • Season-specific imagery
  • Time-bound modifications

Approval Workflows

Standard Process

graph LR
    A[Request Submitted] --> B{Initial Review}
    B -->|Approved| C[Design Development]
    B -->|Rejected| D[Feedback Provided]
    C --> E{Brand Review}
    E -->|Approved| F[Legal Review]
    E -->|Revisions| C
    F -->|Approved| G[Final Approval]
    F -->|Issues| H[Legal Feedback]
    G --> I[Asset Creation]
    I --> J[Distribution]

Fast-Track Process

For pre-approved partners and standard applications: 1. Submit through brand portal 2. Automated compliance check 3. Instant approval for compliant requests 4. 24-hour review for exceptions

Review Criteria

  1. Brand Compliance (40%)
  2. Logo usage correctness
  3. Color accuracy
  4. Typography adherence
  5. Spacing requirements

  6. Context Appropriateness (30%)

  7. Target audience alignment
  8. Message consistency
  9. Cultural sensitivity
  10. Market fit

  11. Technical Quality (20%)

  12. Resolution standards
  13. File format compliance
  14. Production readiness
  15. Accessibility features

  16. Legal Compliance (10%)

  17. Trademark usage
  18. Copyright clearance
  19. Regulatory adherence
  20. Contract terms

Usage Dos and Don'ts

DO ✓

  1. Always
  2. Use latest brand assets
  3. Maintain proportions
  4. Follow color guidelines
  5. Include required legal text
  6. Request approval for new uses

  7. Best Practices

  8. Test across contexts
  9. Consider accessibility
  10. Maintain consistency
  11. Document variations
  12. Share successful examples

  13. Quality Focus

  14. Use high-resolution assets
  15. Verify color accuracy
  16. Check alignment
  17. Review before publishing
  18. Archive final versions

DON'T ✗

  1. Never
  2. Alter logo proportions
  3. Change brand colors
  4. Create unofficial variations
  5. Remove legal notices
  6. Use outdated assets

  7. Avoid

  8. Busy backgrounds
  9. Competing visual elements
  10. Inconsistent applications
  11. Low-quality reproductions
  12. Unauthorized combinations

  13. Prohibited

  14. Animated logo variations
  15. 3D effects or shadows
  16. Outline treatments
  17. Pattern fills
  18. Distortion effects

Trademark Usage

  1. Proper Attribution
  2. First use: Include ™ or ®
  3. Footer text: "[Brand] is a trademark of [Company]"
  4. Consistency throughout document

  5. Geographic Restrictions

  6. Verify trademark status by region
  7. Adapt messaging for local laws
  8. Include required disclaimers
  1. Asset Ownership
  2. All brand assets remain company property
  3. Limited license for approved uses
  4. No transfer of ownership rights

  5. Third-Party Content

  6. Verify rights for all elements
  7. Document permissions
  8. Include attribution where required

Liability Limitations

  1. Indemnification
  2. Partners responsible for their use
  3. Company not liable for misuse
  4. Insurance requirements for major partnerships

  5. Usage Monitoring

  6. Regular audits permitted
  7. Right to revoke permissions
  8. Compliance reporting required

Contract Terms

  1. Standard Clauses
  2. Term and termination
  3. Permitted use scope
  4. Quality standards
  5. Reporting requirements

  6. Enforcement

  7. Cease and desist procedures
  8. Cure periods for violations
  9. Escalation pathways
  10. Remediation options

Governance Structure

Brand Council

  • Quarterly reviews
  • Extension approvals
  • Policy updates
  • Dispute resolution

Implementation Team

  • Daily operations
  • Partner support
  • Asset management
  • Compliance monitoring

Success Metrics

  1. Adoption Rate: 80% partner compliance
  2. Quality Score: 95% standards adherence
  3. Response Time: 48-hour approvals
  4. Satisfaction: 4.5/5 partner rating

Last Updated: January 2024
Version: 1.0
Next Review: July 2024