Brand architecture, sub brand creation and guidelines for Caribou Digital


Caribou digital are research, advisory and delivery consultants specialising in building emerging market digital economies. Founded in 2013, they had a master brand which was very strong and personal to them, but they soon found they needed not only guidelines around this brand mark but also a range of sub-brands for their publishing work.

We interrogated all aspects of their master brand logo to create a comprehensive set of guidelines and to rationalise the development of their sub-brands, Caribou Digital Publishing and Caribou Digital Research. So far these have been developed over literature and digital guidelines and as Caribou Digital develops they are equipped with a brand to grow with them.