By Chrys Doucette
Faithlife’s distinctive leaf and flame logo, visible from high up on Bay Street in Bellingham, is gaining more recognition thanks to its brand unification efforts.
With multiple products under the tech company’s name, including its most well-known product, Logos Bible Software, Faithlife is working to unify its brands.
“It’s really all about communication,” said Faithlife Art Director Bryan Hintz. “How can we communicate to our customers what we do?”
Hintz, who has been at Faithlife for 3 years and works with a team of about 10 designers, said the unification efforts started around the same time he joined the company.
Endorsed Branding: Leveraging Brand Recognition
Faithlife is taking a combination approach to unifying its brand image. Its strategy includes endorsed branding and monolithic branding.
One famous example of endorsed branding is Kraft, whose logo appears on JELL-O, Philadelphia Cream Cheese, and Cool Whip products, even while those brands embrace their own logos.
Similarly, Faithlife’s logo appears on its different products, some of which include Faithlife TV, Study Bible, Sermons, and Lexham Press.
Perhaps Faithlife’s most well-known product is its Logos Bible Software, which allows users to compare translations of the bible, read commentaries, and understand the Bible with cultural context in mind.
Because the brand is recognized by customers, it wouldn’t make sense to change its logo to match Faithlife’s logo, Hintz said.
Instead, Faithlife’s logo appears alongside the Logos Bible Software branding.
In this way, Faithlife can gain brand equity with the Logos brand.
In turn, Faithlife can pass that equity onto its less-known products, such as Lexham Press, Hintz said.
Monolothic Branding: Standing Out With Consistency
Faithlife’s second approach to unifying its brands is to embrace consistency in design through monolithic branding.
With monolithic branding, customers recognize an overarching brand. At the same time, each brand is distinct.
“It’s really a Faithlife brand, but it’s made distinguishable because it has its own logo,” Hintz said.
An example of monolithic branding is FedEx, which has FedEx Freight, FedEx Express, FedEx Ground, FedEx Office, and FedEx Trade Networks.
Each brand looks similar, but they are distinguishable
from one another as well.
Similarly, different Faithlife products have different target audiences, which means they have their own branding choices.
For example, Faithlife TV’s logo has a black background and a dynamic feel, Hintz said.
Faithlife Study’s logo, on the other hand, has a white background and a less dynamic feel to it.
Despite their differences, the logos have important consistencies tying them together.
Hintz said the company tries to be consistent in typography and in its use of the color green.
About Chrys Doucette
Chrys Doucette is a Bellingham resident and a former daily newspaper reporter for The Columbia Basin Herald in Moses Lake, WA. She owned and operated local soap manufacturer DigitalSoaps for 9 years, with her licensed anime soaps being sold on shelves in Hot Topic and Box Lunch stores at malls across the U.S. Now, Doucette runs SEO by Chrys, building websites and improving search optimization for small businesses and organizations.
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