House of Goods needs a small, confident endorsement mark that lets its portfolio brands quietly signal ownership without diluting their own identity. This is not a new brand launch, it is a system for trust: a mark and a rulebook that travel across very different products, from retail storefronts to software interfaces, and still read as one house.
Overview & Goals
- Design a symbol-plus-wordmark lockup that reads clearly as House of Goods without overshadowing the endorsed brand
- Ensure the mark works at small sizes and in a single color on any background
- Provide both horizontal and stacked lockups to fit footers, splash screens, and other formats
- Write a guide precise enough that any portfolio team can apply the mark correctly without direct guidance
Budget & Timeline
The endorsement mark is agreed within four weeks, with the full usage guide following two weeks after.
Brand programme
- Situation
- Extending an existing brand
- Logo
- New logo
- Logo direction
- A symbol with the name
- Deliverables
- Logo & marks, Brand guidelines
- Naming
- Name exists
- Handover
- Logo files and guidelines
- Voice
- Trustworthy, Confident
- Exact wording
- House of Goods, followed by the venture name in the endorsement line.
- Guide format
- PDF, Figma library
- Print colors
- Only screen colors
Brand Story & Voice
House of Goods operates in the background: it builds and runs its own brands rather than marketing itself directly. The endorsement mark exists to quietly extend that structure, giving each venture a trustworthy, confident nod back to its parent without pulling focus.
Target Audience
The mark speaks to visitors and customers browsing individual portfolio brand sites, who need a quick, credible signal that the brand they are on belongs to House of Goods.
Logo & Style
New logo
Direction: Combination mark (a symbol with the name)
Examples of how this kind of logo is built, not of its style.
Typography
Keep the current type
- InterHeadlines · Google Fonts, free to use
- InterBody text · Google Fonts, free to use
Colour
Colors to use
Measured on the material that was sent.
For print
- 1a1a1aC0 M0 Y0 K93
- f1efeaC0 M0 Y0 K5
- 6f6b63C0 M0 Y0 K66
- ffffffC0 M0 Y0 K0
Print definitions: Only screen colors
CMYK values are starting points for coated paper. The printer's own profile decides.
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 logo and marks (horizontal and stacked)
- Brand guidelines covering usage rules and placement
- Guide delivered as PDF and Figma library
Do's & Don'ts
Do
- Design the mark to stay legible in a footer at 20mm wide
- Provide a horizontal and a stacked version to suit different formats like footers and app splash screens
- Keep the endorsement line reading House of Goods, followed by the venture name
- Keep the current typography and color palette already established
Don't
- Do not let the mark compete with the brand it endorses
- Do not require the full House of Goods color palette, it must work in one color on any background
- Do not design a lockup that reads as a subsidiary badge rather than an endorsement