I recently wrote an article summarizing a presentation by Marcus Hewitt called “Branding is Like Dating.” As a follow up, I’d also like to share a great article from the AIGA’s website by Rob Wallace (of Wallace Church). This article clearly illustrates the opportunities and pitfalls surrounding brand extensions. As all designers know, you can have a fabulous one-off package design, but then along comes a new product and you need to figure out how to work it all together as a cohesive brand. It’s not always an easy task, but Wallace’s advice here is priceless.

Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures

by Rob Wallace