We are beginning to look at the thorny issue of EMBL’s sub-brands. Do we need them, and if so, how should we accommodate them in our design system?
A sub-brand is an entity in the brand map that refers to the umbrella brand but carries its own name and strategic positioning. It is distinct and has its own brand assets and standards.
EMBL’s most developed sub-brand is EMBL-EBI, but we have many others such as ELLS, the Science and Society programme, EMBLEM, and a plethora of (somewhat) connected or associated brands such as EMBL Australia, EMBO, Elixir. We also have a lot of disassociated brands, notably in EMBL-EBI’s online services such as Ensembl.
In this post I give you a peek into how we are approaching the issue of sub-brands. Let’s look at the case of the EMBL-EBI sub-brand.
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