Brand architecture: Tiers 3 and 4
We refer to Penn State as a tier 1 mark because it is the overarching entity to which all other entities are connected.
This tier includes all campuses, colleges, and many administrative/academic units.
We also have entities within our campuses, colleges, and administrative/academic units, such as schools, departments, institutes, and centers.
And within those entities, we have areas of expertise and programs.
While each college and campus may have a different structure, the principle of entities within entities within more entities appears to be the norm. Visualize Russian nesting dolls, one inside another inside yet another.
The tier 3 and 4 demonstrations show how adding tiers creates information overload. Our entity marks are intended to identify main organizational entities—not to be used as a directory. Consider how the placeholder names are all shorter in length than our typical names to appreciate how unworkable this approach would be.
The tier 3.a and 4.a demonstrations also have a significant problem in that they bypass the tier 2 entity name altogether.
Tier 1: University mark
Tier 2: College mark
Do not use entity marks similar to the those below this line
Tier 3: Schools, departments
Tier 3a: Schools, departments
Tier 4: Areas of expertise, programs
Tier 4a: Areas of expertise, programs