Logo Design Collaboration: Crafting Iconic Partnerships Between Brands

Co-branding is like a dynamic duet where two (or more) brands join forces to create a unique product or service that combines their strengths. Think of it as a harmonious blend where logos, brand colors, and intellectual property come together to amplify brand awareness for everyone involved. 

Successful co-branding can lead to some iconic collaborations, enhancing competitive edge and creating products that are more than just the sum of their parts. 

Let's dive into top twenty stellar examples of co-branding that can spark your imagination for your next big partnership.

20 Co-Branding Duos That Are a Match Made in Marketing Heaven

Explore 20 co-branding duos that exemplify perfect marketing synergy. From iconic collaborations to innovative partnerships, these match-made-in-heaven examples show how brands can elevate each other to new heights.

1. Betty Crocker and Hershey’s

When Betty Crocker and Hershey’s combined their talents, they created a dessert partnership that was truly a match made in heaven. The co-branded Betty Crocker Hershey’s frosting and cake mix brought together Betty Crocker’s baking expertise and Hershey’s chocolatey delight. 

Their logos together created a dessert experience that was sweetened by the synergy of their combined brand strengths.

What We Love: The collaboration between Betty Crocker and Hershey’s is a delicious example of how two brands can elevate each other. This partnership turned classic baking into an even more delightful experience, showing how co-branding can enhance a product’s appeal and make everyday treats extraordinary.

2. Kenmore and Amazon

When Kenmore faced declining sales, they turned to Amazon for a tech-savvy boost. By integrating Kenmore’s smart appliances with Amazon’s Alexa, they turned an ordinary fridge into a smart, voice-activated marvel. 

The logos of Amazon and Kenmore came together to create a seamless user experience, demonstrating how blending traditional appliances with modern technology can yield impressive results.

What We Love: This partnership is a prime example of how two logos can complement each other’s strengths. Kenmore’s legacy in home appliances met Amazon’s SMART technology platform, resulting in a major boost for both. It shows how effective co-branding can revitalize a brand and open new avenues for customer engagement.

3. Smeg and Disney

Smeg’s stylish appliances and Disney’s enchanting characters joined forces to celebrate Mickey Mouse’s 90th birthday with a limited-edition fridge. The Smeg and Disney logos together on this refrigerator created a nostalgic fusion of high design and classic animation, transforming an everyday appliance into a delightful centerpiece.

What We Love: The Mickey Mouse fridge from Smeg and Disney is not just functional but also a conversation starter. This co-branding effort adds a splash of whimsy to the kitchen, embodying the joy and family values that both brands stand for. It’s a perfect example of how logos can create a product that is both practical and charming.

4. Samsung and Mindful Chef

Samsung teamed up with Mindful Chef to enhance their test kitchens with top-tier appliances, demonstrating how high-tech meets health-conscious. The collaboration showcased Samsung’s innovation in appliances alongside Mindful Chef’s commitment to healthy eating. 

Their logos combined to deliver an upgraded cooking experience that encourages better eating habits.

What We Love: This partnership highlights how two brands can come together to support a shared mission. Samsung’s technological expertise helped Mindful Chef expand its offerings, while Mindful Chef’s health-oriented approach provided Samsung with a fresh and positive angle. It’s a win-win that emphasizes the power of aligning brand values and goals.

5. Dr. Pepper and Bonne Bell

Dr. Pepper and Bonne Bell’s partnership introduced a novel twist to lip balm with soda-flavored varieties. Their logos together on the Dr. Pepper Cherry Balm showcased an innovative approach to personal care, transforming an ordinary product into a nostalgic treat. This collaboration paved the way for a range of quirky flavors, highlighting how even unexpected logo pairings can make a splash.

What We Love: The co-branded lip balm from Dr. Pepper and Bonne Bell is a fun and innovative example of how surprising partnerships can lead to standout products. It’s a playful collaboration that adds a touch of whimsy to everyday items, proving that logos can create unique, trendsetting products when combined in imaginative ways.

6. GoPro and Red Bull

GoPro and Red Bull’s collaboration pushed the boundaries of adventure. Their logos united to create thrilling events like Felix Baumgartner’s Stratos space jump, combining GoPro’s action cameras with Red Bull’s high-octane energy. The partnership captured awe-inspiring moments and set new records, demonstrating how co-branding can take a brand’s adventurous spirit to new heights.

What We Love: The partnership between GoPro and Red Bull is a spectacular example of how logos can collaborate to achieve extraordinary feats. By combining their respective strengths, these brands have created epic experiences that resonate with their audiences, showcasing how co-branding can push the limits of what’s possible.

7. Nike and Apple

Nike and Apple’s partnership began with the Nike+iPod and evolved into the Nike+ ecosystem, integrating technology with sportswear. The Apple logo and Nike logo combined to create innovative products like fitness trackers and smart basketballs, enhancing athletic performance and convenience. This co-branding effort showcased how tech and sport can merge to provide valuable tools for fitness enthusiasts.

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What We Love: The collaboration between Nike and Apple highlights how merging logos from different industries can lead to groundbreaking products. By combining Nike’s athletic expertise with Apple’s technology, they’ve created a suite of products that help users track their health and performance, demonstrating how co-branding can drive innovation and add value.

8. Dawn Dishwashing Detergent and the International Bird Rescue

Dawn’s long-standing partnership with the International Bird Rescue has used its logo to support wildlife conservation efforts. For over 40 years, Dawn has donated detergent to help clean oiled birds, showcasing how a brand can use its logo for a noble cause. This collaboration highlights the power of co-branding to make a significant impact beyond traditional business goals.

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What We Love: The partnership between Dawn and the International Bird Rescue is a heartwarming example of how co-branding can extend a brand’s impact to meaningful causes. By using its logo to support wildlife recovery, Dawn has demonstrated that co-branding can be a force for good, showing how brands can align their values with social responsibility.

9. Toyota and CaetanoBus

In 2021, Toyota and CaetanoBus, a Portuguese bus manufacturing company, rolled out two co-branded electric buses: the e.City Gold battery electric city bus and the H2.City Gold fuel cell electric bus. This partnership underscores their joint commitment to zero-emission transportation. By integrating Toyota’s renowned fuel cell technology into CaetanoBus's innovative designs, these buses represent a significant leap towards sustainable urban mobility.

The Toyota and CaetanoBus logos proudly adorn these eco-friendly vehicles, symbolizing a shared vision for a greener future.

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What We Love: The co-branding of these electric buses highlights Toyota and CaetanoBus’s dedication to environmental sustainability. Toyota’s advanced fuel cell technology combined with CaetanoBus’s expertise in bus manufacturing not only enhances their product offerings but also reinforces their commitment to carbon neutrality. The visible logos on the buses serve as a testament to their collaboration, showcasing how two brands can unite to advance green technology and make a substantial impact on urban transport.

10. Hyundai and the FIFA World Cup

Hyundai’s partnership with FIFA, which began in 1999, has evolved into a powerful alliance focused on sustainability and global sport. For the 2022 FIFA World Cup, Hyundai launched the "Goal of the Century" campaign, emphasizing both their dedication to sustainability and their love for football. By supporting FIFA, Hyundai aims to promote eco-friendly practices while celebrating the world's most beloved sport. The Hyundai and FIFA logos together on this campaign highlight their joint efforts to merge environmental responsibility with the excitement of international football.

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What We Love: Hyundai’s co-branding with FIFA is a stellar example of how an automotive brand can leverage its association with global events to promote a meaningful cause. The partnership not only reinforces Hyundai’s commitment to sustainability but also strengthens its position as a key player in the sports world. The seamless integration of Hyundai’s green initiatives with FIFA’s global platform exemplifies how co-branding can amplify both brands’ missions and create a lasting impact.

11. Walkers Snack Foods and HJ Heinz

In 2001, Walkers Snack Foods and HJ Heinz teamed up to create Heinz Tomato Ketchup-flavored potato chips. This collaboration brought together Walkers' crisp expertise with Heinz’s iconic ketchup flavor. The chips were so popular during secret trials that they generated excitement even before their public debut. 

The co-branded packaging showcased both logos, blending Walkers' crispiness with Heinz's tomato richness in a delightful snack fusion.

What We Love: Despite being over two decades old, this partnership laid the groundwork for future collaborations, including a range of limited-edition chip flavors inspired by British sandwich culture. The enduring success of this co-branding effort highlights how combining beloved flavors can lead to both nostalgic appeal and continued innovation.

12. Cadbury and Vegemite

In one of the most controversial confectionery collaborations, Cadbury Australia joined forces with Vegemite to create a chocolate bar infused with the distinctive taste of Vegemite. Vegemite, a popular yeast extract spread, combined with Cadbury's smooth chocolate resulted in a product that sparked both intrigue and debate.

What We Love: This unexpected partnership created significant buzz, garnering widespread media attention and social media discussions. Whether loved or loathed, the collaboration amplified both brands’ visibility and demonstrated how unconventional co-branding can generate considerable public interest and conversation.

13. Pringles, Hello Kitty, and Cinnamoroll

In Japan, Pringles teamed up with Sanrio characters Hello Kitty and Cinnamoroll to launch a special edition Sanrio collection. This unique co-branding effort featured Hello Kitty and Cinnamoroll adorned with Pringles’ mascot Mr. P's mustache. Available through Sanrio’s website, this collaboration showcased limited-edition packaging that brought together these beloved brands in a playful and eye-catching way.

What We Love: The trifecta of Pringles, Hello Kitty, and Cinnamoroll exemplifies a rare yet effective co-branding strategy involving three brands. The collaboration enhanced brand awareness and sales, illustrating how aligning with multiple popular entities can create a vibrant and successful marketing campaign.

14. Taco Bell and Milk Bar’s Strawberry Bell Truffles

Taco Bell and Milk Bar combined their culinary strengths to introduce the Strawberry Bell Truffle, a dessert that melded Taco Bell's savory taco shell with Milk Bar’s sweet truffles. This innovative treat was crafted with vanilla cake soaked in strawberry milk, sweet corn fudge, and crushed Taco Bell taco shell pieces for added crunch.

What We Love: This partnership exemplifies Taco Bell's creative approach to co-branding, showcasing their ability to venture into new food niches. By collaborating with a dessert brand, Taco Bell not only introduced a unique product but also extended their brand presence into the realm of sweets, proving the effectiveness of cross-category partnerships.

15. Burger King and Robinhood

In a groundbreaking collaboration, Burger King and Robinhood offered customers Dogecoin with their fast food orders. Named ‘Burger King with a Side of Crypto,’ the promotion rewarded Royal Perks members with free crypto coins, including Dogecoin, Ethereum, and Bitcoin, with qualifying purchases.

What We Love: This partnership is a standout example of co-branding bridging fast food with the tech and crypto world. The campaign generated significant buzz and drew attention from both fast food enthusiasts and crypto aficionados, broadening Robinhood’s user base and adding a unique twist to Burger King's promotions.

16. Airbnb & Flipboard

In 2018, Airbnb partnered with Flipboard to offer curated lifestyle content through the “Experiences” feature on Flipboard’s platform. This collaboration later evolved into “Trips,” connecting Airbnb users with hosts sharing common interests. The partnership provided valuable content and streamlined the booking process for users seeking tailored experiences.

What We Love: This co-branding effort effectively combined Airbnb’s accommodation expertise with Flipboard’s content aggregation capabilities. It enhanced the user experience by offering relevant, personalized information and fostered a seamless integration of both brands' services.

17. T-Mobile and Taco Bell

During the 2019 Super Bowl, T-Mobile and Taco Bell teamed up to give T-Mobile customers free tacos every Tuesday. This promotion not only increased foot traffic to Taco Bell but also helped T-Mobile retain customers by offering an enticing incentive to keep their phone contracts.

What We Love: This partnership is a prime example of leveraging a major event to create a mutually beneficial promotion. The campaign boosted Taco Bell’s sales and visibility while strengthening T-Mobile’s customer loyalty, demonstrating the power of strategic co-branding to drive both engagement and sales.

18. Apple & MasterCard

Apple’s introduction of Apple Pay, in partnership with MasterCard, revolutionized transactions by allowing users to store debit and credit card details on their iPhones. The integration of MasterCard’s technology into Apple Pay created a convenient and secure payment method, enhancing the customer experience.

What We Love: This co-branding initiative illustrates how combining technology with financial services can offer significant value to customers. MasterCard stayed competitive by aligning with Apple’s innovative platform, while Apple provided users with a seamless and modern payment solution, highlighting the benefits of collaboration in driving technological advancements.

19. Transformers and G.I. Joe

In a nostalgic and exciting collaboration, Hasbro brought together Transformers and G.I. Joe for a special set of toys. This partnership featured G.I. Joe figures transforming into iconic Transformers characters, such as Baroness transforming into Megatron’s HISS tank. This co-branded set merged the worlds of these two beloved franchises, offering fans a unique experience of transforming toys that represent both universes.

What We Love: The creative integration of two fandoms into one set of transforming toys is a standout example of co-branding. Fans of both franchises can enjoy a product that combines their favorite characters and features, enhancing brand loyalty and creating a buzz within both communities.

20. Starbucks + Spotify

This partnership integrates Spotify’s music streaming service into Starbucks locations, allowing customers to enjoy curated playlists while they sip their coffee. In return, Starbucks provides Spotify with exclusive playlists and music recommendations, enhancing the overall atmosphere in their stores.

What We Love: This collaboration elevates the in-store experience by blending Starbucks’s ambiance with Spotify’s music expertise. It creates a seamless connection between the coffeehouse and music streaming worlds, enriching the customer experience and reinforcing brand engagement for both companies.

Co-Branding Best Practices: An Example Guide Using Red Hat’s Guidelines

Effective co-branding requires clear guidelines to ensure that each brand is represented fairly and with respect. Every brand will have its own set of co-branding guidelines similar to Red Hat's. These guidelines typically outline how to properly use and position logos, maintain visual balance, and respect each brand's identity. For example, Red Hat's guidelines specify the correct placement of logos, clear space requirements, and how to handle co-branding when one brand leads the marketing effort. Each brand's guidelines will provide specific rules and templates to ensure a cohesive and respectful partnership representation.

Using Red Hat as an example, here’s a structured guide on how to manage co-branding efforts. Note that every brand will have its own specific guidelines, but the principles will be similar.

1. Defining Lead Brand

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Scenario

Guideline

Red Hat as Lead

Use Red Hat’s logo first and follow Red Hat’s co-branding template.

Partner as Lead

Follow the partner’s branding guidelines and templates, with their logo first.

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2. Common Co-Branding Layouts

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Layout Type

Description

Diagonal Line

A diagonal line separates the logos.

Plus Sign

A plus sign divides the logos.

Vertical Bar

A tall vertical bar separates the logos.

Dotted Line

A dotted vertical line divides the logos.

X Divider

An X shape divides the logos.

Double Diagonal Lines

Two diagonal lines separate the logos.

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3. Things to Avoid

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Misuse

Guideline

Incorrect Logo Order

Do not place Red Hat’s logo first if the partner is the lead.

Endorsement Logos

Do not use an endorsement logo to represent the partnership.

Modifications

Do not add text or graphics to the Red Hat logo.

Product/Division/Event Logos

Only use parent brand logos, not product or event logos.

Legacy Logos

Always use the current version of the Red Hat logo.

Isolated Icon Use

Do not use the hat icon alone.

Color Usage

Avoid using grayscale; use full color versions of both logos.

Crowded Logos

Ensure ample clear space around logos.

Benefits of Co-Branding

Co-branding offers numerous advantages for collaborating brands. It significantly increases visibility by combining the audiences of both brands, allowing them to reach a broader market. This strategy can facilitate entry into new segments and geographic areas, enhancing the brands' presence and influence. 

Collaborating with trusted brands also enhances a brand's reputation, providing credibility and boosting consumer trust. Co-branding encourages innovation by leveraging combined expertise and resources, leading to the creation of unique and compelling offerings. Additionally, it allows for shared costs in research, development, and marketing, making it a cost-effective strategy. Importantly, co-branding can strengthen customer loyalty by creating engaging and enjoyable brand experiences; studies show that 71% of consumers find collaborative products exciting and appealing.

Risks of Co-Branding

Despite its benefits, co-branding comes with potential risks. One significant risk is the potential dilution of individual brand identities; when multiple brands are involved, their unique characteristics might become less distinct. If the partnering brands do not align in values or beliefs, it can lead to consumer dissatisfaction and confusion. 

Negative publicity or reputational issues affecting one brand can also impact the associated brands. Furthermore, the process of creating detailed legal agreements can be complex and costly, especially for smaller brands. Managing the differing perspectives and expectations of all parties involved can also present challenges.

Key Considerations for a Successful Co-Branding Partnership

To ensure a successful co-branding partnership, brands must prioritize shared values and beliefs. Alignment in strategic goals and target audiences is crucial for a harmonious collaboration. Building and maintaining mutual trust between partners is essential for effective cooperation. Clear and comprehensive legal agreements should outline responsibilities, intellectual property rights, and financial arrangements to avoid potential conflicts. Additionally, co-branding should be approached with a focus on enhancing both brands' strengths and preserving their individual identities.

By understanding these aspects and carefully navigating the potential pitfalls, brands can harness the power of co-branding to achieve mutual growth and success.

Conclusion

Co-branding is more than just a business strategy; it's about finding common ground and creating something extraordinary together. These partnerships show that when brands collaborate, they can reach new heights and captivate audiences in ways they never could alone. So, what are you waiting for? Let these examples inspire your next big co-branding venture!

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