Brand World Structure
Here, we provide a clear, scalable structure that defines how product names are positioned and presented under the INFORM master brand.
INFORM follows neither a house-of-brands nor a classic branded-house strategy. Instead, we operate with a unified master-brand logic, in which all product names are systematically led under the corporate brand.
The brand architecture defines the relationship between the master brand and product names visually, typographically, and spatially. Three clearly defined presentation formats address different communication scenarios and ensure that INFORM remains unmistakably recognizable in every application.
With fixed spacing, clear hierarchies, and defined priorities, the corporate brand stays strong, while still leaving room for differentiated product and service brands within a consistent system.
Hierarchical Presentation –
Master Brand Above, Product Below
INFORM is always positioned above the product name and leads it within a clearly defined stacked logic.
Alignment, size ratios, and spacing follow the rules of the master logo and are fixed.
This presentation creates a clear association of the product with the corporate brand, maximum clarity, and an unmistakable sender identity:
“This is an INFORM product.”
Formally Aligned – Unified Cap Height
INFORM and the product name share the same cap height.
The arrangement may be horizontal or vertical. In both cases, defined minimum spacing applies to ensure clear separation and optimal legibility.
This presentation represents a formal, typographic alignment, not an equivalence in terms of content or brand strategy.
This variant conveys visual parity, structures information clearly, and is particularly suited for overviews, systems, or communication formats in which multiple products appear side by side.
Focus on the Product Name,
Sender “by INFORM”
When the focus is on the product itself, the product name takes visual priority. INFORM ist listed secondarily as the sender (“by INFORM”) and remains clearly identified.
This presentation enables strong product communication while maintaining
clear brand origin.
Why This System Works for INFORM
INFORM’s brand architecture creates a clear, scalable, and reducible structure that organizes the entire portfolio and makes it easy to understand. It ensures maximum recognizability across all media and prevents brand fragmentation, sub-logos, or uncontrolled special solutions.
Through its seamless integration with the INFORM Design OS, the system remains consistent, future-ready, and expandable at all times.
It provides enough flexibility for new products and services, while offering the stability needed to maintain a strong, trustworthy brand image.
INFORM therefore operates with a unified, logically structured brand architecture that creates order, provides guidance, and still leaves room for precise design without diluting the character of the corporate brand.
System Note on Application
For all presentation formats of the brand architecture, the rules defined in the Primary Logo chapter regarding minimum spacing, proportions, and use on different backgrounds apply.
The underlying logic remains unchanged:
Spacing, contrast, clear space, and positioning rules of the logo form the foundation on which all combinations of the master brand and product names are built.
This ensures that every application of the brand architecture remains precise, consistent, and clearly legible.
