Brand Architecture | VTEX Brand Guidelines

>Brand Architecture

Brand Architecture

VTEX's brand architecture ensures consistency all the time. It's imperative to understand the best use of our brand system in any of our multiple initiatives. Following the brand architecture is crucial to building a powerful brand.

The creation of new expressions of our main brand is always a strategic decision.

When it comes to creating a new signature, product, event or anything that goes along with our brand, the decision must be thoughtful. The goal of having a good brand architecture is to ensure consistency. Every time you think 'I need a brand', breathe. Then come here, check the rules and carefully choose a path, if a brand is what you really need.

Signature

Fit for VTEX's internal services, programs, and products. It's complementary to the leading brand, carries the message, and allows many ideas to come to life without much branding effort. It's the best way to build VTEX's brand reputation. It is good to remember that internal teams do not have any signature type.

Examples:

Campaign

Campaigns have a beginning and an end. They illustrate a season or create awareness for an opportunity. This scenario will need their own identity system resembling the master brand.

Criteria:

Visual freedom while maintaining a graphic connection with the main brand.

The VTEX brand is always present in communication pieces as the owner.

Ventures

If the service or product has its business unity within VTEX and can be marketed while decoupled from the VTEX Commerce Platform, this sub-brand can have its own identity but always resembling the master brand.

Criteria:

The name VTEX is always present as the first word.

Visual freedom while maintaining a graphic connection with the main brand.

Adds positive value to the main brands.

The VTEX brand is always present in communication pieces as the owner.

O Time de Marca deve aprovar.

Examples:

Events

Many events require particular and specific awareness strategies. Occasionally, a distinction between the event identity system and the leading brands is necessary.

Branded events should drive awareness of the VTEX brand and use our visual system more consistently.

Agnostic events don't necessarily need to drive attention to the VTEX brand and can have their own identity system.

Criteria:

The name VTEX is always present as the first word.

Visual freedom while maintaining a graphic connection with the main brand.

Adds positive value to the main brands.

The VTEX brand is always present in communication pieces as the owner.

Brand Approval.

Purpose: Grow brand awareness.

Examples:

VTEX Gran Prix

VTEX Training Day

Agnostic Events:

Agnostic branding.

Atrair patrocinadores e concorrentes.

VTEX como facilitadora do ecossistema.

Purpose: Positioning as experts through content.

TETRIX

Employer Branding

Internal

For external uses, the presence of the VTEX brand as the owner is mandatory.

Visual freedom while maintaining a graphic connection with the main brand.

Purpose: Align and communicate with employees.

VTEX Internship

External

The name VTEX is always present as the first word.

Visual freedom while maintaining a graphic connection with the main brand.

The VTEX brand is always present in communication pieces as the owner.

Purpose: Grow brand awareness.

Black Horizons

Partnerships

We establish the distance between both logos based on the width of the VTEX symbol:

Purpose: Grow brand awareness.

To be remembered

Do not use the partner program signature inside the partner's advertisement;

Do not use the logo in any color other than Rebel Pink or White;

The partner must not imitate VTEX's visuals.