Creating sub-brands is a balancing act. Each one needs its own identity and purpose, while still feeling part of the core brand identity. If you get it right, you can build recognition and trust. Get it wrong, and brands begin to fragment.
One of our longest-standing partnerships at Identity Creative is with ELRIG, a not-for-profit organisation connecting the global life sciences and drug discovery community through free, open-access events.
We have supported ELRIG across a wide range of design needs, most recently delivering a full rebrand and website redevelopment, and are proud to be their recommended creative and design partner. It’s a collaboration that perfectly demonstrates how a strong brand can scale and evolve with a considered and effective sub-brand system.
A Strong Master Brand as the Anchor
At the heart of ELRIG’s identity is its distinctive circular “wheel” mark – a visual representation of collaboration and connectivity. The master ELRIG logo contains the full spectrum of brand colours, acting as the umbrella under which everything else sits.
This master brand sets the rules:
These rules create familiarity and trust which is essential for an organisation with a global scientific audience.
Using Colour to Create Clear Differentiation
As ELRIG’s programme of events grew, so did the need for individual identities that audiences could quickly recognise – from Protein Sciences to Cell & Gene Therapy, Therapeutic Oligos and Drug Discovery USA.
Rather than creating entirely new logos, we worked within the ELRIG system:
This approach ensures that no sub-brand competes with the parent identity, while still feeling distinct and memorable in its own right.
A Flexible Logo System, Not Just a Logo
A key part of this work was evolving the ELRIG wheel into a flexible system. For sub-brands, the wheel is adapted, rotated or fragmented to work harmoniously with longer event titles and varying formats.
The result is a set of logos that:
Each mark is unique, but none feel out of place when seen together.
Why This Matters
For organisations running multiple events, services or initiatives, sub-branding isn’t just about aesthetics.
It’s about:
ELRIG’s identity system allows new sub-brands to be introduced seamlessly, without reinventing the wheel every time.
Thinking About Sub-Brands or a Rebrand?
Whether you’re launching new products, expanding your events programme, or reassessing an existing brand that’s grown organically over time, a cohesive sub-brand strategy can make all the difference.
Our work with ELRIG shows how a well-defined master brand, combined with flexible design rules, can support growth for years – not just for one campaign.
If you’re thinking about creating sub-brands, refining an existing system, or rebranding altogether, we’d love to talk.
Get in touch with Identity Creative and let’s build something that’s consistent, recognisable and built to last.
Whether you’re just starting out or ready to grow further, Identity Creative is here to support you with all your creative and technical needs.