Tingalls Blog - Marketing Tips & Tricks

Mastering “Parent/Child” Logo Design

Ever wondered how some brands manage to make all their logos feel like part of one big, happy family? Tingalls calls this the “parent/child” logo effect; a clever strategy that keeps a brand’s identity cohesive yet allows each sub-brand to have its own unique flair. Let’s explore how to create this harmony in your brand family …

Corporate Color Palette
The design journey starts with colors. Think of your brand’s color palette as the family’s genetic code. These colors need to blend seamlessly across your main logo and its children, creating that “Ah, they’re related!” vibe. Stick with a core set of colors for the main, corporate logo and then introduce a few different colors for events and programs.

BioHr Consulting logo design

Keeping typography consistent or within the same font family ensures that even when logos are in different marketing materials, they still sound like they’re part of the same conversation. It’s okay to play with weight and size, but the overall style should tie back to the family roots.

Encore logo design by tingalls

Icon Illustration
Think of icons as the family crest for all your logos. If you plan to have separate icons for all your child logos, you’ll want to maintain of similarity to the parent. This could be through icon illustration style, line weight, or a cool recurring motif. The goal is for someone to see the icon and think, “Ah, that’s from the same folks who brought us [parent brand].”

Unified logo design by tingalls

Scalability and Versatility
As in all logo development, you’ll want to make sure your logo is legible large and small. For example, can you recognize your logo in a tiny social media profile on Facebook as well as you can in a billboard on Madison’s beltline highway? Design with simplicity in mind … always.

Adaptability for Future Growth
As we think about our logo family, it’s important to consider how it will need to grow with the company. This means designing with future expansion in mind, ensuring new child logos can join the family easily without going back to the drawing board.

In a nutshell, creating a successful parent/child logo combo is all about planning ahead. You need enough similarity to spot the family resemblance, but enough uniqueness for each logo to stand out. At Tingalls, we love projects like this because it gives us a chance to dream about our client’s futures.

Need help streamlining your company’s logo assets? Let’s chat!