VTEX's brand architecture ensures consistency all the time. It's imperative to understand the best use of our brand system in any of our multiple initiatives. Following the brand architecture is crucial to building a powerful brand.
When it comes to create a new signature, product, event or anything that goes along with our brand, the decision must be thoughtful. The goal of having a good brand architecture is to ensure consistency. Everytime you think 'I need a brand', breathe. Then come here, check the rules and carefully choose a path, if a brand is what you really need.
Fit for VTEX's internal services, programs, and products. It's complementary to the leading brand, carries the message, and allows many ideas to come to life without much branding effort. It's the best way to build VTEX's brand reputation. It is good to remember that internal teams do not have any signature type.
Campaigns have a beginning and an end. They illustrate a season or create awareness for an opportunity. This scenario will need their own identity system resembling the master brand.
If the service or product has its business unity within VTEX and can be marketed while decoupled from the VTEX Commerce Platform, this sub-brand can have its own identity but always resembling the master brand.
Many events require particular and specific awareness strategies. Occasionally, a distinction between the event identity system and the leading brands is necessary.
Branded events should drive awareness of the VTEX brand and use our visual system more consistently.
Agnostic events don't necessarily need to drive attention to the VTEX brand and can have their own identity system.
We establish the distance between both logos based on the width of the VTEX symbol: