IntrospectCreative & Performing Arts Centre              Brand Identity             Jeffrey Linamen       Founder & Executi...
Introspect Creative & Performing Arts Centre                What’s in a Name?Introspect- simple definition- A look into one...
Introspect Creative & Performing Arts Centre                                      The BackstoryIn 1982, at the age of 19, ...
Introspect Creative & Performing Arts Centre                                   The NameStrengths* The name is clear and di...
Introspect Creative & Performing Arts Centre                     Name Trademark/Word Mark & CategoryA search of the US Pat...
Introspect Creative & Performing Arts Centre                                                         Logo                 ...
Introspect Creative & Performing Arts Centre                                  Logo of Interest  I found this logo for the ...
Introspect Creative & Performing Arts Centre                                        INTROSPECT                            ...
Introspect Creative & Performing Arts Centre                                       INTROSPECT                             ...
Introspect Creative & Performing Arts Centre                         Introspect Corporate CultureIntrospect Creative & Per...
Introspect Creative & Performing Arts Centre                       Introspect Corporate CulturePlan for ObjectivesEmployee...
Introspect Creative & Performing Arts Centre                       Introspect Corporate CultureExample- Staff MeetingsIt w...
Introspect Creative & Performing Arts Centre                                     INTROSPECT                               ...
Introspect Creative & Performing Arts Centre                                      INTROSPECT                              ...
Introspect Creative & Performing Arts Centre                                         INTROSPECT                           ...
Introspect Creative & Performing Arts Centre                  INTROSPECT            Creative & Performing Arts Centre     ...
Introspect Creative & Performing Arts Centre                                     INTROSPECT                               ...
Introspect Creative & Performing Arts Centre                                    INTROSPECT                              Cr...
Introspect Creative & Performing Arts Centre                                         INTROSPECT                           ...
Introspect Creative & Performing Arts Centre                                        ResourcesDefinition. http://www.merriam...
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  • Wk3 bsb intro brand id

    1. 1. IntrospectCreative & Performing Arts Centre Brand Identity Jeffrey Linamen Founder & Executive Director Business Storytelling & Brand Development Full Sail University December 12, 2010
    2. 2. Introspect Creative & Performing Arts Centre What’s in a Name?Introspect- simple definition- A look into one’s own mind and self.Merriam-Webster’s definition- introspect- to engage in an examination of ones thought process and sensory experience.
    3. 3. Introspect Creative & Performing Arts Centre The BackstoryIn 1982, at the age of 19, through a series of unpredictable events, I started a theatre company withthe help of some friends. I really had no idea what I was doing and was equipped only with mypassion, very little theatre experience and my natural-born creativity. It was at that time that theIntrospect name was born. We produced shows, on and off, for almost five years as Introspect Theatre.Through those experiences, it became apparent that in order to be successful in the industry, Ineeded qualified training and experience.Today, 19 years later, with years of education and experience behind me, I am finally ready to bring mydream to life. The idea for the Introspect Creative & Performing Arts Centre has evolved through myyears of experience and observation of the state of the arts, education and deteriorating sense ofcommunity around us.Introspect Creative & Performing Arts Centre will bring back the sense of joy and self-expressionthat is lacking in many people’s lives. It will give people the place and the artistic opportunities tocome together and rejuvenate the true community experience.
    4. 4. Introspect Creative & Performing Arts Centre The NameStrengths* The name is clear and distinctive in describing the organization.* The name indicates a complete arts experience.Concerns* The biggest concern regarding the name is the inequality of what tradition art centresrepresent.* The word, introspect, is not commonly used in today’s vocabulary.
    5. 5. Introspect Creative & Performing Arts Centre Name Trademark/Word Mark & CategoryA search of the US Patent and Trademark Office (USPTO) website produced the following results: “Introspect” search - 28 total; only 3 Live search results “Introspect Creative & Performing Arts Centre” search- 0 total results “Performing Arts Centre” 57 total; 32 live search resultsThe name, Introspect Creative & Performing Arts Centre, falls most clearly under the descriptive namecategory. Trademarks in this category are not guaranteed or usually considered a necessity by theUSPTO. The nature of this business is a local/regional market. A search of other nationally recognizedregional theatres and arts centres produced no results.
    6. 6. Introspect Creative & Performing Arts Centre Logo Main competitor- Fox Valley RepertoryDescription/EvaluationThe logo’s use of four colors (3 neutral & one primary) maintain a simple but striking result. Theblack background is frequently thought to represent luxury. The blue used, a variation of theprimary blue, has been considered to represent a laid-back feeling, is considered peaceful andtranquil, as well as leadership and stability. The converging shafts of light are effective in conveyingthe performance nature of the brand. The use of the word, repertory, is commonly associatedwithin the industry with performance, while there is no indication that the organization alsoproduces educational training for young people.Note: The name Fox Valley Repertory will officially represent the currently known, Noble Fool Theatricals, as of January 1st,2011. They are undergoing a complete re-branding of the organization. This is an extremely bold move considering theorganization was near extinction before moving to the suburbs (from Chicago) less than ten years ago.
    7. 7. Introspect Creative & Performing Arts Centre Logo of Interest I found this logo for the Art Centre of Plano (Texas) visually appealing. The use of the neutralblack (also representing luxury) and the lighter, spring green (environment and health), add tothe basic attraction of the design. I would interpret the design using the “A” as outside the box;indicating something different. This represents the centre and all art and art forms are unique. At the same time, the design seems a little controlled and square which is not a good representation of art.
    8. 8. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre LOGODesign & DescriptionIn this rendering of a potential logo for Introspect Creative & Performing Arts Centre, I chosechose to focus on the true meaning and representation behind the mission of the centre andthe Introspect name. The square represents a window, door or a picture frame. The eye, theability to create, visualize and dream. Art is the window to the soul.
    9. 9. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre LOGOShape, Color & TypeThe use of relatively simple and identifiable shapes are used to create an interesting andvisually appealing image representing the organization. The use of four colors, 2 neutral andtwo primary variations (used sparingly), enhance the organizations vision. Blue, representing alaid-back, stable leadership, combined with green, corresponding to the environment(community) and health. The logo type best represents the picture mark style with the additionof the word mark emphasis.
    10. 10. Introspect Creative & Performing Arts Centre Introspect Corporate CultureIntrospect Creative & Performing Arts Centre is based on the simple values and beliefs that a lifewithout art, is no life at all. All centre activities are developed around the exploration and creativeexpression of the individual and the collaborations of the community. Employees and clients are allencouraged to express themselves freely, challenge themselves to break through the boundaries oftheir everyday lives, to find the extraordinary person within.
    11. 11. Introspect Creative & Performing Arts Centre Introspect Corporate CulturePlan for ObjectivesEmployees and clients will be encouraged to unleash their passion and creativity in everythingthey do. Training and technique will be emphasized, with the understanding that mastering thebasics will open the door to exploring unique and unconventional theories and practices.Introspect will diligently seek new and creative ways of achieving its goals based on provenmethods and practices. The only rule will be respect for self, for each other, and for thecommunity. Introspect will achieve these objectives through constant evaluation, communicationand openness for change. Leaders must be willing to follow and followers willing to lead.
    12. 12. Introspect Creative & Performing Arts Centre Introspect Corporate CultureExample- Staff MeetingsIt will be necessary to observe standard business objectives and protocol in the guidance ofinformative and effective meetings. Agendas will be used and observed, but with ongoing, constantcommunication between staff members, the informative and necessary business objectives shouldbe handled quickly and orderly. This will allow a majority of scheduled meeting time to be spentbrainstorming and evaluating the programs and practices of the organization. Everyone will beencouraged to contribute their thoughts, ideas and concerns whether they agree or disagree withthe current practices; as long as they are expressed with respect, and are in line with the missionstatement of the organization.
    13. 13. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Mission StatementThrough the many disciplines of theatre, art, music and dance, Introspect Creative &Performing Arts Centre will provide a full range of opportunities for students to discoverand learn, and for audiences to be entertained, inspired and experience first-hand, qualityart in their very own community.
    14. 14. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Mission StatementBasic ConceptShort and simple, the mission statement is concise, unique and memorable. It is aimed at boththe employee and the consumer and will be used in all correspondence and marketingmaterials for Introspect Creative & Performing Arts Centre.
    15. 15. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Mission StatementDescription and ComparisonThe mission statement is concise and to the point. It clearly describes the purpose and goals ofthe centre in a positive, passionate way. The new mission statement for Fox Valley Repertory isnot currently online but their statement for Noble Fool, is similar to Introspect’s in length,tone and content.
    16. 16. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Tagline



Where
Dreams
Are
Born
and
Realized
    17. 17. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Tagline Where
Dreams
Are
Born
and
RealizedOur tagline tells our clients that Introspective Creative & Performing Arts Centre isabout them. It is provocative, superlative, descriptive and specific. The tagline reinforcesthe brand message and it commands action. It is short, unique, easy to say, and positive.It promises an extraordinary experience.
    18. 18. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre TaglineOur tagline definitely distinguishes our company from our competition. Their descriptive tagline promises to entertain, ours promises to change lives. Engaging Entertainment, ChicagoTalent, In Your Backyard.
    19. 19. Introspect Creative & Performing Arts Centre INTROSPECT Creative & Performing Arts Centre Where
Dreams
Are
Born
and
Realized Mission StatementThrough the many disciplines of theatre, art, music and dance, Introspect Creative & PerformingArts Centre will provide a full range of opportunities for students to discover and learn, and foraudiences to be entertained, inspired and experience first-hand, quality art in their very owncommunity.
    20. 20. Introspect Creative & Performing Arts Centre ResourcesDefinition. http://www.merriam-webster.com/medical/introspect?show=0&t=1289655874Fox Valley Repertory. http://www.noblefool.org/Metropolis Arts Centre.http://www.metropolisarts.com/index.php/content/about_metropolis.htmlNeumeier, M. (2006). The Brand Gap. Berkeley, CA. New Riders.Plano logo. http://www.artcentreofplano.org/Reis, A. & Reis, L. (2002). The 22 immutable laws of branding. New York: HarperCollins Publishers,Inc.Trademark/Word Mark search. http://www.uspto.gov/

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