Practical Sales Training™ > How To Get Attention > Family of logos
What Is a Family of Logos?
A family of logos is a collection of related logo designs that share consistent visual elements, such as shape, colour palette, typography, or layout. Think of it as a brand ecosystem—where each logo serves a distinct purpose or represents a specific sub-brand, product, service, or department, yet all remain visually connected under a single brand identity.
A great example of this is Transport for London (TfL). Their services—like the Underground, Overground, DLR, Trams, and Buses—each have their own logo variation. Although the colours and wording differ, the consistent roundel shape and typography unite them as a recognisable family.
How Does a Family of Logos Work?
A logo family works by balancing consistency and flexibility. Here’s how:
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Consistency: Core elements like shape, layout, and typeface remain the same to maintain brand recognition.
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Flexibility: Colour changes, specific names, or slight stylistic tweaks allow each logo to represent a different part of the business while staying on-brand.
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Scalability: As your organisation grows, new logos can be added to the family without needing a full redesign.
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Clarity: Audiences can easily understand that each variation belongs to the same company or group but represents something unique.
This approach is ideal for large organisations, product suites, or service providers who want to show unity without uniformity.
How Can You Use a Family of Logos?
Creating a family of logos is a powerful strategy to:
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Organise multiple offerings under one master brand
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Maintain brand recognition across different platforms or services
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Support sub-brands or departments with tailored identities
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Simplify user navigation and improve customer trust
Whether you’re managing a multi-service organisation like a transport network, launching a product range, or running a franchise, a logo family helps you stay consistent while clearly defining each segment.
Example
Transport for London use different, but very similar logos for all of the services they provide:
See also
