Our approved sub-brands reflect the uniqueness of some parts of the university and the audiences they serve. They must be carefully managed, as failure of a sub-brand can jeopardise the parent brand.
What is a sub-brand?
A sub-brand is a brand extension or subsidiary of a main brand. It has its own name, identity, and positioning while still being associated with the parent brand.
Sub-brands at the university
In general, internal departments supporting our staff and student communities are best represented by the University of Greenwich parent brand, emphasising our authority, cohesion and unity.
Departments or faculties that regularly engage in local, national or global promotional and/or recruitment activities are permitted a sub-brand in exceptional circumstances.
The rationale for this – aligned with how all major organisations manage their brands – is to reduce the number of variations of the logo in order to strengthen recognition and association with the corporate logo. There’s no need for our external audience to see our internal structures reflected in multiple versions of the logo.
How we established our current portfolio of sub-brands
We assessed the benefits of our sub-brands, taking into consideration whether these outweigh the parent brand’s own advantages. These include:
Brand cohesion: a strong identity is easy for consumers to understand and supports the overall brand message
Value for money: resources for a single brand can be allocated more efficiently
Consistency: coherent messaging, design, and values foster strong brand recognition and customer trust
Efficiency: processes are streamlined, simplifying product development, marketing, and relationships with our target audiences
Clarity: a single brand presents a clear and unified image of the university, making it easier for prospective students and their guardians to make decisions.
The subsequent portfolio of sub-brands was approved by the Vice-Chancellor and Governing Body.
Find out more
If you have any queries about our sub-brands, contact us at content@gre.ac.uk.