Clarity Through a Consistent System Logic

INFORM's brand architecture follows a hybrid brand model. It combines the strength of the INFORM corporate brand with the targeted differentiation of the product brands.

Product brands have their own distinct names and are easily recognizable, yet they remain integrated into the shared INFORM Design OS. INFORM serves as the overarching brand framework and remains clearly visible as the source.

INFORM connects. Product brands differentiate.

INFORM PRODUCT NAME

"INFORM" and the product name are directly linked. This presentation is used when a stronger connection to the corporate brand makes more sense in the given context.

It is particularly well-suited for applications in which the INFORM corporate brand is to be given greater prominence

 

Direct connection. Clear affiliation with INFORM.

Formally consistent—uniform in capital letter height

PRODUCT NAME by INFORM

The product name is the visual focal point. “INFORM” must be included as the sender with the phrase “by INFORM,” establishing a clear connection to the corporate brand.

This format is intended for the naming and labeling of products and should be used whenever the context allows.

 

Product Spotlight. INFORM is listed as the sender.

Hierarchical layout – umbrella brand at the top, product below it

Formally consistent—
, and the INFORM logo

In specific applications, the product brand may be used without the direct addition of “by INFORM”—for example, when categorizing success stories.

It is always displayed alongside the INFORM logo. Both brands are set in the same case height but remain clearly distinct from one another as separate elements.

Formal equivalence refers exclusively to visual alignment and does not imply strategic parity between brands.

 

Separate elements. Formally connected. Unmistakably INFORM.

Focus on the Product Name – Sender: “by INFORM”

Thematic Areas – Systematically Linked to the INFORM Logo

Thematic areas are combined directly with the INFORM logo and set in Bunday Sans Bold. They follow a defined spacing and alignment scheme and remain clearly distinct from product brands.

 

Topic areas categorize content. INFORM remains the sender.

Principles of Application

  • Topic titles must be set in Bunday Sans Bold.
  • Spacing and alignment follow the defined system.
  • The INFORM logo remains unchanged and serves as the sender's identifier.
  • Implementation is handled by GB Marketing.
Why This System Works for INFORM

New Product Brands

Product brands are based on the "Stainless" typeface by Cyrus Highsmith
(Occupant Fonts) and are created exclusively in-house.

To create one:
Please open a service ticket at design@inform-software.com.

Guidelines for Creating New Product Brands

System Note on Use

The rules regarding protection zones, minimum spacing, contrast, and use on surfaces—as defined in the “Logo” chapter —apply to all forms of brand architecture.

Product labeling expands the logo system but does not change its basic rules.

 

Brand architecture organizes products.
The INFORM logo remains the consistent sender identifier.

Guidelines for Creating New Product Brands