Brand architecture
How Spaceship’s products and categories are structured and interconnected.
Brand architecture lays the foundation for growth — bringing structure and flexibility together to support coherent evolution.
Hybrid model
Spaceship follows a hybrid model to organise its portfolio. Products have distinct identity types based on their purpose and level of independence, while remaining anchored to Spaceship’s principles.
This approach is coherent, scalable, and flexible. While some products are more in line with the master brand, others express a more distinct identity.
Identity types
This hybrid brand architecture model is composed of 4 identity types, each with its own particular level of autonomy, visibility, and alignment within the brand ecosystem.
Master brand
The master brand defines the core visual and verbal expression of Spaceship. It sets the principles, tone, and aesthetic direction that shape the entire ecosystem, serving as the central reference for coherence, recognition, and trust across all touchpoints.
Core products
Core products live exclusively within the parent brand’s touchpoints and do not have their own logo. Their differentiation comes through visual representations such as icons, pictograms, or micro-illustrations that fit seamlessly into the Spaceship ecosystem.
Discover our core products
Sub-brands
Although rooted in Spaceship’s principles and personality, a sub-brand is a singular entity with its own logo, colours, and visual universe. Sub-brands exist when a product or experience needs its own identity, narrative, and market presence beyond the core platform.
Tools
A tool is a functional asset created to support users or internal operations. Tools have their own logo for clarity and recognition, but always follow Spaceship’s master brand visual system (colours, ideography, and design logic). Their purpose is utility, not storytelling, and they never function as independent brands.
Identity relationship map
An overview of how the identity types relate to each other within the Spaceship ecosystem.
Identity matrix
A clear framework ensures we can quickly determine the right identity type for each product. At the core of this definition is understanding the endorsement of the touchpoints where that identity will live, so every product gets the appropriate level of autonomy, visibility, and alignment with the master brand.
Categories as system layers
Categories are structural containers that help organise products. Each category at Spaceship adopts one of the identity types highlighted above and requires its own visual identity. This identity type impacts all core products that belong to the category.
