Subbrand logos

Sub-brands and brand extensions


Sub-branding is when a main brand creates a subsidiary or secondary brand. Sub-brands are typically created as an opportunity to reach a new audience. Sub-brands can then build and sustain relationships with the new audience. This new brand’s attributes are distinct, yet related to the main brand. Sub-brands often have their own brand standards, logo, color treatment, etc. while some sub-brands reflect the same identity as the parent brand.

Examples of DC sub-brands:

  • Durham Lords
  • DC Alumni
  • Internal departments or services
  • Academic schools

school of sciencd and engineering technology Logo

Brand Extension

Brand extension is when a brand in one category extends itself into another category.

Examples of DC brand extensions:

  • Bistro ‘67
  • Pantry