House of Goods needs a small, confident endorsement mark that tells people a portfolio brand belongs to the studio without ever stealing its spotlight. This is not a new brand identity, it is a quiet signature that scales from six brands today to twelve within two years, built to work anywhere from a footer to a splash screen.
Overview & Goals
- Design a house-brand-line endorsement mark that signals ownership without implying subsidiary status
- Produce both horizontal and stacked lockups to cover every placement, from tight footers to app screens
- Guarantee legibility at 20mm and in single colour on any background
- Write a guide precise enough that any portfolio brand can apply the mark correctly without asking Sosai Studio a single question
Budget & Timeline
The mark itself is agreed and finalised within the first four weeks. The usage guide follows two weeks later, once the mark is locked and real placements have been tested.
Brand Story & Voice
House of Goods is extending an established identity into a formal endorsement system, not inventing a new voice. The mark exists to prove trust by association, confidently and without noise.
Target Audience
Two audiences share one mark: the portfolio brands who need to feel supported rather than absorbed, and the customers and partners who encounter those brands and need quiet reassurance they sit inside something bigger and trustworthy.
Brand programme
- Situation
- Extending an existing brand
- Logo
- New logo
- Logo direction
- Combination Mark
- Deliverables
- Logo & marks, Brand guidelines
- Naming
- Name exists
- Voice
- Trustworthy, Confident
Logo & Style
Chosen logo direction
Combination Mark logo_type_combination_05
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
Our portfolio brands need a way to show that they belong to us without being swallowed by us. Today some of them put our logo in the footer at whatever size looks right, and one put it next to their own in a way that made them look like a subsidiary, which they are not. We want an endorsement mark, a small lockup along the lines of a house brand line, plus the short guide that says exactly how it is used. Our main logo stays as it is, this sits beside it.
Scope & Deliverables
- Endorsement combination mark, horizontal and stacked versions
- Single colour and reversed variants for any background
- Brand guidelines covering usage, spacing, sizing and placement rules
Do's & Don'ts
Do
- Design the mark to sit in a footer at 20mm wide and remain legible
- Deliver both a horizontal and a stacked version to suit different shapes and placements
- Make the mark work in a single colour on any background, light or dark
- Write the guide so any portfolio brand can apply it correctly without support
Don't
- Do not let the endorsement mark compete with or outweigh the brand it accompanies
- Do not require the full House of Goods colour palette to function
- Do not design a mark that reads as a parent-subsidiary relationship
- Do not leave any usage question unanswered in the guide