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Identifying the Orlando Indie Lounge Brand By Allyson Urban Full Sail University February 20, 2011
Brand NameCompany Name: Orlando Indie LoungeCategory: Descriptive (Van Hoosear & Evans,n.d.). This new artist coffeehouse and bar willbe located in downtown Orlando. “Orlando” isthe location, “Indie” describes the type ofentertainment, and “Lounge” represents thehang-out and drink atmosphere.
Brand NameBackstory: Trying to come up with a catchy,unique name to represent this new venue was achallenge because the blended ideas of indieartists, coffee and alcohol were a lot toincorporate in one short title. A couple otherbrand name ideas I looked at were “The HotSpot” and “Urban Lounge,” but both names arealready being used by different establishmentsacross the country.
Brand NameBackstory continued: Then I came up with“Stop, Drink and Listen” but realized that wasreally a tagline, not a business name. I settledon “Orlando Indie Lounge” because the name isunique enough, yet will not confuse theconsumer as to the type of venue it is.
Brand NameName Strengths: “Orlando Indie Lounge” is not already being trademarked, according to a search I did in the TESS database. (There is an indiemusiclounge.com, but it currently appears to be out of commission when you visit the website.) Easy for the consumer to understand and remember. It is not generic.
Brand NameName Weaknesses: It’s not fanciful, arbitrary or suggestive, as Van Hoosear and Evans (n.d.) suggest that a good protectable name should be. It’s possible to protect as some descriptive names are, but it will be hard.
LogoLogo !PreliminarySketch:Logo Type: Wordmark. Chosen because the brand name is longer and Ididn’t need an image to go along with it and make it even more complex.Font: American Typewriter. Chosen for its unique, laid-back feel.Color: Bright Blue. Chosen because it is different than the competition.The lettering for the venue sign will be lit up in blue neon light.
LogoTwo of Orlando Indie Lounge’s main local competitors,Starbucks for coffee, and House of Blues for liveperformance/bar venue, use the colors green and red. Tostand out against them, I took the advice of Ries and Ries(20o2)and chose an opposite color for my wordmark - blue.Also since their logos are circular and heart-shaped, I wantedto go with a more boxy outline to stand apart.I did however like House of Blues’ more indie, rough-cut feelto its lettering and that is something I’d like to draw on formy own logo.
Corporate CultureOrlando Indie Lounge CompanyObjectives: Provide great customer service for coffeehouse and bar patrons. Provide a great atmosphere for new artists to showcase their music. Always maintain a positive attitude and energy. Encourage differences and treat all other employees with respect. Work hard, but have fun doing it.
Corporate CultureAt Orlando Indie Lounge, we allow casual dress with matchingcompany T-shirts (to distinguish employees from patrons); employees’choice of denim or other casual bottom (whether it be a skirt, shorts orpants); and close-toed non-slip shoes for safety (whether it be sneakers,flats, etc.).We also encourage the freedom of self-expression with body piercingsand tattoos.Being indie is about not caring so much what other people think. If ouremployees are comfortable in their own skin, in their own dress, thenthey will be happier employees and motivated to work twice as hardwhen they come into work each night.
MantraOur Mantra: “Providing a great buzz for rawtalent.”Its Double Meaning: It is our job to serve coffeeand alcoholic beverages, therefor providingcustomers with either a caffeine or alcohol buzzwhile they listen to live indie music. Byshowcasing these new bands/artists, we are alsocreating a buzz, or getting the word out, abouttheir musical talent.
MantraThe company mantra is directed at employees andwill be communicated clearly to each new employeeupon being hired. It will also be reiterated at eachstaff meeting and on the company website, Facebookand Twitter pages. Though the mantra is memorableon it’s own, company leadership will work to ensure itis not forgotten.The mantra is concise and unique and demonstratesthe very important company focus and passion forcoffee, alcohol and new live music.
TaglineOur Tagline: !Tagline Type: Imperative. It commands theaction of the target market, whether they aresearching online for a fun nighttime activity,or are walking up to the bar on a night out indowntown Orlando. It speaks to the customer totake time to stop in, have a drink and listen tosome great live indie music.
Tagline !LogowithTagline: !Tagline Effectiveness: It is easy to say and catches the consumer’sattention by first telling them to “stop”. Although the logo’s bordermay have to be reworked slightly, the tagline slanted underneath givesemphasis to the fact that this venue brings something different andunique to the area. With “listen” being the biggest word in the taglinevisually, we are emphasizing the live music aspect of our coffeehouseand bar.
ReferencesRies, A., & Ries, L. (2002). The Law of Shape and The Law of Color. In The 22 immutable laws ofbranding (pp. 83-90). New York, NY: HarperCollins Publishers Inc.Trademark Electronic Search System [TESS]. (n.d.). Available from http://tess2.uspto.gov/bin/gate.exe?f=searchss&state=4004:pdim8t.1.1Van Hoosear, J., & Evans, J. (n.d.). Pursuing strong brand. Available from www.iam-magazine.comImages:[house of blues logo]. Retrieved February 20, 2011, from http://culturemap.com/eventdetail/gipsy-kings-house-blues/[starbucks logo]. Retrieved February 20, 2011, from http://chattahbox.com/technology/2010/06/16/starbucks-finally-offers-free-wi-fi-big-whoop/attachment/starbucks-logo/