Brand Architecture

Every time our brand is used we send a message about our products, services, and culture. The Glanbia Nutritionals brand builds equity and trust through consistency and thoughtful execution. When correctly used, our brand architecture communicates our brand personality and behavior in any channel.

Visual Hierarchy

Monolithic Structure

Glanbia Nutritionals adopts a monolithic structure, sometimes referred to as a branded house model. One master brand, Glanbia, carries the weight of our brand identity. Our division (Glanbia Nutritionals) utilizes several verbal and visual elements from our parent brand with a few key differentiators unique to our business sector.

Primary Lockup

Our Brand Identity includes "nutritionals" set in the font Intro and nested under our Wordmark "Glanbia". It distinguishes our division from other Glanbia entities such as Glanbia Ireland and Glanbia Performance Nutrition.

Tagline & Alternative Lockup

Unique to Glanbia Nutritionals, our brand utilizes the "We're built around you. Just add Glanbia." tagline. Our tagline represents our customer focus evoking an emotional connection that is positive energy, inspirational, caring, confident and warm. The identity lockup with slogan is represented in several variations providing the flexibility for various use cases.

Hybrid Structure

While we try to manage the Glanbia Nutritionals brand in a monolithic structure, our products and services sometimes require unique identities for differentiation. For these scenarios we have established a hybrid structure with endorsed and segmented brands.

Sub-brands

Sub-brands are represented in several ways under the Glanbia Nutritionals brand architecture. Examples include endorsed, segmented, and organizational brands. They typically represent distinct lines of business that service the needs of unique audiences.

Endorsed Brands

Endorsed brands play a subordinate role to the master brand and typically have unique naming that is trademarkable. They may be supplemented with unique graphics but never take on a unique visual identity.

Segmented Brands

Segmented brands can sit independently of the master brand with a unique visual identity. Under the Glanbia Nutritionals brand, segmented brands are used sparingly and under very unique situations. We support several legacy segmented brands in our portfolio.

Organizational Brands

Organizational brands are teams within Glanbia Nutritionals that have built an external-facing brand. (e.g. external facing initiatives, specialized disciplines, or unique communities within our organization).

Names in Copy

It’s important to have a clear distinction between what is a lockup and what is information or copy. Although our Logomark utilizes lowercase letterforms, when referring to Glanbia Nutritionals in body copy, title case should always be used. Do not use the Logomark lockup in headlines or body copy. The same rules apply for endorsed, segmented, and organizational brands.

We understand writing out Glanbia Nutritionals on every page or slide can overwhelm the marketing material. The first use in a paragraph is always Glanbia Nutritionals while the second and subsequent use can be Glanbia or Glanbia Nutritionals. In rare instances, the acronym "GN" can be used when space is limited. Although Glanbia is preferred over "GN".

Key takeaways

• Always use the approved Glanbia Nutritionals brandmark and follow the guidelines
• The lockup with tagline should retain the size relationship
• Don't add a prefix or suffix to our name (unless it's an official product name)
• Whenever possible, utilize the "We're built around you. Just add Glanbia." tagline
• Build trust through consistency