Endorsed brand
A brand with its own name and look that visibly borrows trust from a parent, often through 'by [Parent]' or an endorsement line.
See it
What it is
An endorsed brand keeps a distinct name and identity but displays a parent brand as a visible seal of support. Courtyard by Marriott is the standard example: Courtyard leads, while Marriott lends trust and signals the family relationship. The child has more freedom than a sub-brand and less separation than a brand in a house of brands.
Reach for the model after an acquisition, in a category where the parent's reputation reduces risk, or when a child has useful equity that renaming would waste. The endorsement can live in the name, the logo lockup, or a consistent line such as 'a [Parent] company.'
Gotcha: endorsement transfers meaning both ways. A parent can reassure buyers, but a problem at either brand can travel across the same bridge. If the parent appears only in an investor deck and never where customers choose, it is ownership, not an endorsed-brand system.
Ask AI for it
Design an endorsed-brand system for [CHILD] backed by [PARENT]. Keep the supplied child identity primary and the supplied parent mark unchanged. In Figma Auto Layout, build three approved signatures: '[CHILD] by [PARENT]', the child logo above 'a [PARENT] company', and a compact horizontal lockup. Define exact size ratios, clear-space units, minimum sizes, and light and dark versions. Apply the chosen signature to a website header, sales deck cover, and legal footer, then state where the endorsement is mandatory, optional, or forbidden.