BRAND IDENTITY PROJECT                                   01/23/11                                          Text           ...
BRAND                      The name of the company is Veiled Staircase          A production designer has to make a script...
BRAND                  • A quick search on the USPTO.gov shows that                           Veiled Staircase has not yet...
Competitors Logo                     The orange, white and black seem to clash and represent too much of                  ...
My Logo                               A PICTORIAL MARK LOGO of a                              girl walking down a staircas...
My Brand and Logo                             Veiled StaircaseSunday, January 23, 2011
Corporate Culture               VISION                   Our vision is to produce beautiful and detailed sets that inspire...
Objectives       We meet our objectives by:                           Hiring the best and most compatible with others in t...
Mission Statement                           Imagination has no limits. We are committed to                           servi...
Tagline                                                            Tagline is “Storied Passion”                           ...
Tagline                           VeilStedriedStaircase                                - o PassionSunday, January 23, 2011
References                           Girl on Staircase and Lantern photos property of Jordan Cantu                        ...
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Jordan's Brand Identity

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  • Discuss the strengths of their company name. Discuss any weaknesses of their company’s name.

    The company’s name is Veiled Staircase. Jordan gives an explanation of the name stating that it the veil conceals the fake sets and makes them believable. I can agree with this statement. Production Designers are a behind the scenes entity whose work serves as almost an additional character pulling the audience in. Upon first reading the name of the company I’d thought this was the reason for the name. As a veil conceals certain aspects while the veil itself can be seen and is sometimes alluring. The only minor weakness I can see is that the meaning of the staircase may be lost on some people.

    Does the student’s proposed logo serve as an extension of the company’s brand? How? What does it con- vey about the brand? Is it appropriate for their target audience? What suggestions or comments might you have to make the logo stronger?

    Jordan’s logo does serve as an extension of her brand. The image of the girl on the stairs does give off an heir of wonder and enchantment as Jordan suggests. The girl on the stairs to me also resembles someone in the wings of a stage waiting to go on. This image further goes along with Jordan’s brand. I feel that the logo is appropriate for her target audience.

    Discuss the student’s example for building their corporate culture. How could they develop this concept further to build a strong corporate culture?

    Jordan talks about hiring not only the best in the field but also those who are most compatible. She seems to be nurturing a corporate culture based on quality work and teamwork. For her company the two go hand in hand. I feel that she is already on the right track as far as developing this concept further to build a stronger corporate culture.
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Jordan's Brand Identity

  1. 1. BRAND IDENTITY PROJECT 01/23/11 Text Text Productions and sets designed by Jordan CantuSunday, January 23, 2011
  2. 2. BRAND The name of the company is Veiled Staircase A production designer has to make a script come to life with the sets, costumes, makeup, and props. The Veil represents the concealment of the fake sets and the ability to turn them into believable reality. Many moments in movie history happen on a staircase. Rose meeting Jack in “Titanic,” Reagan coming down the stairs in “The Exorcist,” and the paradox staircase in“Inception.”Sunday, January 23, 2011
  3. 3. BRAND • A quick search on the USPTO.gov shows that Veiled Staircase has not yet been taken. • The category the brand falls into would be SUGGESTIVE as it makes no direct connection to the service provided but a deeper analysis could see that the name and the product are linked.Sunday, January 23, 2011
  4. 4. Competitors Logo The orange, white and black seem to clash and represent too much of a halloween theme. The name is great and so is the emblem of the rabbit representing the whimsicalness behind production design. Even though Dreamworks is a production company, i much prefer their brand to that of my immediate competitor. The purple, blue and white hues comes together nicely and i love the image of the boy fishing for dreams in the clouds. It is a beautiful logo that i would like to imitate but not copy with my own design.Sunday, January 23, 2011
  5. 5. My Logo A PICTORIAL MARK LOGO of a girl walking down a staircase to an opening where we cannot see what is out there we can only imagine that it is something magnificent is what i believe best depicts my brand. The logo is vertical with the pictorial mark making it recognizable by both brand name and the simple pictorial mark. The font color is red to make it eye catching with a black background which i believes makes it a powerful brand in which to take notice.Sunday, January 23, 2011
  6. 6. My Brand and Logo Veiled StaircaseSunday, January 23, 2011
  7. 7. Corporate Culture VISION Our vision is to produce beautiful and detailed sets that inspire the imagination of actors for their best performance possible and directors to create. VALUES We value teamwork and collaboration. The best work comes from the combination and respect between the key players on the creative side and the important people that work under the keys to deliver the best performance out of everyone. BELIEFS Our belief is that without the production designer and the art team, an audience will not enjoy the film, the actors will have a hard time getting into character, and the overall production will be negatively effected.Sunday, January 23, 2011
  8. 8. Objectives We meet our objectives by: Hiring the best and most compatible with others in the field Performing extensive research to ensure quality and consistency of time period of set Continuously meeting to ensure performance and desired objectives are being met Taking time for group bonding experiences to ensure a happy staffSunday, January 23, 2011
  9. 9. Mission Statement Imagination has no limits. We are committed to serving the story first and foremost. We are dedicated to bringing a directors vision to life, while maximizing the craft of the director of photography. We strive to create an environment where actors don’t act and that translates into a world the audience believes wholeheartedly. Veiled StaircaseSunday, January 23, 2011
  10. 10. Tagline Tagline is “Storied Passion” I believe i have created an effective tagline that is PROVOCATIVE. “Storied” plays on both the staircase aspect of having many levels or stories in a building that a staircase leads to as well as the story or the script that is the key design element for a production designer. I found no taglines for my immediate competitors to compare so i believe i am already putting myself above them by going beyond the normal expectation of my peers in the field.Sunday, January 23, 2011
  11. 11. Tagline VeilStedriedStaircase - o PassionSunday, January 23, 2011
  12. 12. References Girl on Staircase and Lantern photos property of Jordan Cantu http://sam101.wordpress.com/2007/05/30/types-of-tagline-part-one/ http://www.toxel.com/inspiration/2010/03/22/15-unique-and-creative-staircases/ http://www.dga.org/news/dgaq_2007-4/feat_wnnrs-007-4.php3 http://www.uspto.gov/ http://www.adg.org/ http://www.whiterabbitdesigncompany.com/ http://en.wikipedia.org/wiki/Mission_statementSunday, January 23, 2011

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