Brand architecture is the structure that defines the relationship between an organization’s Masterbrand, Sub-brands, products and services. Like many companies and organizations, the AUA has a myriad of programs and initiatives. To successfully promote all of these initiatives, the AUA must have a strong and cohesive brand architecture. This, coupled with a disciplined brand strategy, ensures that we are preserving the integrity of the AUA brand and leveraging the brand equity of the AUA.
If you have questions reach out to Jennifer Kennedy, AUA Creative Manager.
AUA Brand Architecture
The AUA uses a Masterbrand strategy.
What is a Masterbrand? A Masterbrand is an overarching brand that serves as the anchor for all of a company’s products and initiatives. A Masterbrand strategy leans on the strength of a core brand and the core values of the organization. While some of AUA’s individual products and initiatives have their own logo, they are firmly aligned with the Masterbrand which intentionally underscores their connection to the AUA and builds on the brand equity of the organization. As a result, the AUA is a branded house, rather than a house of brands.
AUA Masterbrand Logo
AUA’s Masterbrand strategy leverages the brand equity and core values of the AUA.
Logos for AUA Affiliate Brands
The AUA has several affiliate brands. While the AUA has organizational ties to each, these affiliates are not required to maintain the same visual brand and style of the AUA. That said, a complementary visual brand helps to leverage their association with the AUA. In the case of the Urology Care Foundation (UCF), its visual identity (fonts, colors) is intentionally aligned to AUA’s, but UCF has its own unique style guide.
Logo usage: Affiliate logos may be used without the Masterbrand logo.
AUA Sub-brands
Within the AUA Masterbrand are Sub-brands that represent major programs and initiatives of the AUA. These Sub-brands are long-term initiatives, represent significant organizational investment and look to build their own brand equity in the marketplace. These Sub-brand logos follow AUA style to achieve a strong visual association to the Masterbrand.
Logo usage: AUA Sub-brand logos may be used in lieu of the Masterbrand logo when space is limited and prevents the inclusion of both logos (e.g., digital ads). In general, programs that fall under a Sub-brand logo will not have their own separate logo.
Logos for Flagship Products
and Initiatives
The AUA produces scores of programs, products and events each year, and while most will not get their own logo, there are several AUA products that do. In these unique cases, the products/programs are major revenue centers for the organization and represent long-term investments for the AUA. With the exception of the AUA Annual Meeting, each of these products follow AUA style with a strong visual alignment to the AUA Masterbrand.
Publication Logos
Each of the publications within AUA’s family of publications has an identity that aligns with the AUA Masterbrand.
Annual Meeting Logo
The AUA Annual Meeting is an outlier and does not follow AUA Masterbrand or style. There is a brand legacy for the Annual Meeting, and the logo and brand is designed each year with a visual reference to the host city.
