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¶
- Product Lines: Distinct offerings requiring unique positioning
- Regional Variations: Localized versions for specific markets
- Special Initiatives: Time-limited campaigns or programs
- 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¶
- Brand Representation
- Maintain minimum clear space
- Use approved color variations only
- Follow typography guidelines
-
Respect logo proportions
-
Context Restrictions
- No political associations
- No controversial content
- No competitive positioning
-
No misleading claims
-
Quality Standards
- Minimum resolution: 300 DPI (print), 72 DPI (digital)
- Color accuracy: Within 5% deviation
- Size requirements: Never smaller than 120px wide
- File formats: Use vector when possible
Co-Branding Rules¶
Hierarchy Principles¶
Equal Partnership¶
Primary/Secondary¶
Endorsement¶
Visual Rules¶
- Separation: Maintain clear space equal to 'x' height
- Alignment: Center or baseline alignment only
- Size Relationship: No more than 2:1 ratio difference
- Color Treatment: Each brand maintains its colors
Co-Branding Examples¶
Event Partnership¶
Technology Integration¶
Content Collaboration¶
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¶
- Brand Compliance (40%)
- Logo usage correctness
- Color accuracy
- Typography adherence
-
Spacing requirements
-
Context Appropriateness (30%)
- Target audience alignment
- Message consistency
- Cultural sensitivity
-
Market fit
-
Technical Quality (20%)
- Resolution standards
- File format compliance
- Production readiness
-
Accessibility features
-
Legal Compliance (10%)
- Trademark usage
- Copyright clearance
- Regulatory adherence
- Contract terms
Usage Dos and Don'ts¶
DO ✓¶
- Always
- Use latest brand assets
- Maintain proportions
- Follow color guidelines
- Include required legal text
-
Request approval for new uses
-
Best Practices
- Test across contexts
- Consider accessibility
- Maintain consistency
- Document variations
-
Share successful examples
-
Quality Focus
- Use high-resolution assets
- Verify color accuracy
- Check alignment
- Review before publishing
- Archive final versions
DON'T ✗¶
- Never
- Alter logo proportions
- Change brand colors
- Create unofficial variations
- Remove legal notices
-
Use outdated assets
-
Avoid
- Busy backgrounds
- Competing visual elements
- Inconsistent applications
- Low-quality reproductions
-
Unauthorized combinations
-
Prohibited
- Animated logo variations
- 3D effects or shadows
- Outline treatments
- Pattern fills
- Distortion effects
Legal Considerations¶
Trademark Usage¶
- Proper Attribution
- First use: Include ™ or ®
- Footer text: "[Brand] is a trademark of [Company]"
-
Consistency throughout document
-
Geographic Restrictions
- Verify trademark status by region
- Adapt messaging for local laws
- Include required disclaimers
Copyright Protection¶
- Asset Ownership
- All brand assets remain company property
- Limited license for approved uses
-
No transfer of ownership rights
-
Third-Party Content
- Verify rights for all elements
- Document permissions
- Include attribution where required
Liability Limitations¶
- Indemnification
- Partners responsible for their use
- Company not liable for misuse
-
Insurance requirements for major partnerships
-
Usage Monitoring
- Regular audits permitted
- Right to revoke permissions
- Compliance reporting required
Contract Terms¶
- Standard Clauses
- Term and termination
- Permitted use scope
- Quality standards
-
Reporting requirements
-
Enforcement
- Cease and desist procedures
- Cure periods for violations
- Escalation pathways
- 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¶
- Adoption Rate: 80% partner compliance
- Quality Score: 95% standards adherence
- Response Time: 48-hour approvals
- Satisfaction: 4.5/5 partner rating
Last Updated: January 2024
Version: 1.0
Next Review: July 2024