Brand hierachy and sub brands
There is only one Alzheimer’s Society, so we need to keep our brand clear, simple and iconic with one logo and one voice. In order to do this we have adopted a master brand hierarchy similar to that used by Microsoft, Virgin and Heinz. All these organisations use their parent name in the name of many of their products e.g. Microsoft Office and Microsoft Windows. Microsoft is the ‘parent’ and Office is the ‘child’. A classic example of this in the voluntary sector is Macmillan where all products and services fall within the Macmillan brand.
What this means for Alzheimer’s Society
This means that although we have a range of products (like Memory Walk) and many services (like Dementia Advisers), their relationship with Alzheimer’s Society brand is similar to the ‘child’ of Microsoft Office.
Alzheimer’s Society brand and sub brands
Alzheimer’s Society logo comes in master and stacked form. The strap line ‘Leading the fight against dementia’ forms an integral part of the logo.
All other products and services (sub brands) use the stacked logo, plus a vertical line and left aligned text which names the product or service. Examples are the logos for Memory Walk, Dementia Advisers and Dementia Cafes.
No sub brands may be created outside the agreed brand hierarchy.
Trademarks
Alzheimer’s Society master brand is a registered trademark.
Two services ‘Alzheimer’s Society Singing for the Brain’ and ‘Alzheimer’s Memory Walk’ are both trademarked, as is ‘Dementia Champions’
Two other ‘sub brands’ are trademarked in order to protect our equity. One is ‘Defeating Dementia’, the other, ‘Dementia UK’. The latter is registered in categories which will now prevent the former from producing branded items such as t-shirts and running vests for fundraising purposes.
Non-trademarked sub brands
Other sub brands which have been created, but are not registered, include
Dementia Cafes, Research, Awarding Organisation, Education and Development and Dementia Advisers.
New sub-brands
Requests for the creation of an Alzheimer’ Society sub brand logo must be made to either the Head of Marketing and Publishing, Linda Seaward Linda.Seaward@alzheimers.org.uk 020 7423 3677 or the Marketing Manager in Marketing and Publishing, Becky Lopez.
Becky.Lopez@alzheimers.org.uk 020 7423 3678
Requests for applying for a trademark for a sub brand must be made to compliance@alzheimers.org.uk