59 Standards of Hierarchy

Strong programs are often about standardized treatments. Making two or more marks work together in a program often requires rules for maintaining the hierarchy of the relationships. These marks are almost never equal. One mark usually leads, and the others represent ingredient brands or product brands that are subordinate. Once the hierarchy standard has been defined, then determine the program pattern.

Ingredient brands have a right to enforce their program identity standards on the companies that use their ingredients. A well-executed program finds a way for ingredient logos to add to the program identity. Often, the ingredient brands lend credibility, like medals on a scout uniform.

Whether the lead brand is Mac-compatible or as-seen-on-Food Network, the visual vocabulary established by a standardized program treatment clearly implies the business relationship.

1. Bookmarked
Wink
Richard Boynton, Scott Thares

2. Bags
Push
Chris Robb, Mark Unger, Gordon Weller, Forest Young, Randall Morris, Renda Morton, Pedro Gomez, Steven Marshall

The Bookmarked Club builds on the recognizable Target brand, while the Bags identity program stands on its own in contrast with the graphic identity of whatever the airline the company may be servicing.