Sub-brands
Think of sub-brands as rooms in one house: different purposes, shared foundation. Sub-brands are functional branches, not campaign slogans. They signal distinct product pillars and audiences. The voice shifts slightly per audience — friendly for users, technical for builders — but typography, color, and motion stay constant so the family feels cohesive.
Lockup
Sub-brands organize our expanding product suite into clear pillars while keeping everything unmistakably Base. Each surface — Base App for everyday users, Base Builders for developers, Base Pay for commerce, and future services — borrows the Square, Base Sans, and color core, then adds a functional descriptor.Naming pattern: "base" space descriptor. Visual lockup: descriptor in lowercase followed by the Square. Maintain palette parity and type pairing; differentiation comes from content tone and motion, not from new logos. Retire or merge sub-brands that lose strategic value.
Structure
Sub‑brands organize our expanding product suite into clear pillars while keeping everything unmistakably Base. Each surface — Base App for everyday users, Base Builders for developers, Base Pay for commerce, and future services — borrows the Square, Base Sans, and color core, then adds a functional descriptor.Naming pattern: "base" space descriptor. Visual lockup: descriptor in lowercase followed by the Square. Maintain palette parity and type pairing; differentiation comes from content tone and motion, not from new logos. Retire or merge sub-brands that lose strategic value.Lockups
Sub-brands organize our expanding product suite into clear pillars while keeping everything unmistakably Base. Each surface — Base App for everyday users, Base Build for developers, Base Pay for commerce, and future services — borrows the Square, Base Sans, and color core, then adds a functional descriptor.Naming pattern: "base" space descriptor. Visual Structure: descriptor in lowercase followed by the Square. Maintain palette parity and type pairing; differentiation comes from content tone and motion, not from new logos. Retire or merge sub-brands that lose strategic value.*Sub-Brand components have 3 lockup states.
Abstract Lockups
Following our Core Identifiers Usage guidelines (see p.26), we can utilize our abstract identifiers - the Square and the Basemark in our sub brand lockups instead of the spelled-out logotype. We can use these where the Base context is present or implied, like in our products or social channels.
In-use
