Music+Passion = YOU          Uppermost Academy of Recording Arts1/22/12                                         Adam D. Wo...
Brand NameUppermost Academy of Recording Arts (UARA)• Uppermost is defined as “situated in the highest or most prominent p...
Weakness of Brand Name                         Strength of Brand Name   Not easily recognized as a Jackson 5 song       Im...
Trademark and Website Domain• The Uppermost Academy for the Recording Arts is protected, there are no  other businesses th...
LOGO• The logo will depict an airplane soaring high through the sky, with red music  notes resembling the exhaust fumes. O...
TaglineMusic + Passion = YOU• Music + Passion = YOU is our tagline that speaks definitively to every  consumer. The taglin...
Corporate Culture                                Quality                Integrity      PassionI.       Fun                ...
industry and have a passion for teaching others. Our schoolenvironment will be an eye catching spectacle, safe, fun and en...
UARA is here to serve YOUService Description:• Music production• Music writing• Artist etiquette• English• Math• Social St...
Competitive Brand AnalysisMotown’s logo remains a universal simple logo, a capital ‘M’ with thecompany name spelled out. T...
Universal Music GroupUniversal Music group uses an illuminated earth and the companyname written in all capital letters ac...
Sony Music Entertainment                Sony Music Entertainment does not have a publicizedmission statement. They use the...
Warner Music Group               Warner Music Group, does not have a publicized missionstatement. They use the color blue ...
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Brand Identity Guide

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Brand Identity Guide

  1. 1. Music+Passion = YOU Uppermost Academy of Recording Arts1/22/12 Adam D. Worthy 1
  2. 2. Brand NameUppermost Academy of Recording Arts (UARA)• Uppermost is defined as “situated in the highest or most prominent position”.• Uppermost is also the title of a mildly known Jackson 5 track, taken from their 1973 lp, entitled Skywriter.• By coupling the definition of uppermost and the title of an underrated song from one of the most famous singing groups in the world, Uppermost Academy for the Recording Arts was born. 2
  3. 3. Weakness of Brand Name Strength of Brand Name Not easily recognized as a Jackson 5 song Immediate connection with target market New and hasn’t established a reputation Recognized song title used Associated with a lucrative industry 3
  4. 4. Trademark and Website Domain• The Uppermost Academy for the Recording Arts is protected, there are no other businesses that exist with the same name. http://www.uspto.gov/• The domain name www.uppermostacademy.com is available for use. Our goal is to have a fully functioning website that contains ALL of the pertinent information a prospective student and their family support will need. We will have a FAQ section, bios for every instructor and administrative staff, our mission statement, a quick way to contact UARA, as well as a current or non-living artist spotlight section to inspire our students. We will have a UARA inspiration link which will describe the birth of UARA, also to include the ability to download the song, “Uppermost”.• The UARA website will differentiate itself amongst its competitors by providing a “Why Choose UARA”? section.• Under the Pursuing Strong Brand article, Uppermost Academy for the Recording Arts, falls under the descriptive category for brand name. 4
  5. 5. LOGO• The logo will depict an airplane soaring high through the sky, with red music notes resembling the exhaust fumes. Our logo reflects our brand because we have high expectations of our students that will become artists and make high quality music.• The color black was chosen to show a level of conservativeness, while red shows excitement. Combining the two, we feel UARA can harmoniously blend conservative people with exciting people and make magical music!• Pictorial mark is best used to catch the eye and force the consumer to use their imagination and create dialogue with regards to the meaning behind the logo. We believe “word of mouth” is very powerful. 5
  6. 6. TaglineMusic + Passion = YOU• Music + Passion = YOU is our tagline that speaks definitively to every consumer. The tagline combines a form of art, emotion and people. It’s motivational, easily understood and gives hope. Most importantly our tagline is an equation, which will always give prospective consumers an answer if you have both elements, (music and passion).• Music + Passion = YOU is a provocative tagline, although it doesn’t ask a question, it is thought provoking to the consumer.• Music+Passion = YOU 6
  7. 7. Corporate Culture Quality Integrity PassionI. Fun Creative CompetitiveII. UARA is very specific with our two tier core values. UARA will interview and enroll academically qualified students that demonstrate passion and fun, while the remaining core values will be learned. We will employ instructors that have had more than 5 years experience in the music 7
  8. 8. industry and have a passion for teaching others. Our schoolenvironment will be an eye catching spectacle, safe, fun and energizedby creativity. Secondly, UARA will utilize friendly competition as a tacticto breed talented artists. By coupling our employment/enrollment andcompetitive tactics, we will strive to cultivate an environment that thriveson learning, creating new sounds, unique artists and reputableprofessionals.Mission Statement and MantraUARA will teach every student the power of music while creatingtomorrow’s legendary artists.• UARA mission statement is directed at the teachers and the students. Our mission statement will be printed on every payroll check. UARA will also have a poster visible in every classroom displaying our mission. Every communication delivered from the administrative staff will have the mission statement at the end of their signature. 8
  9. 9. UARA is here to serve YOUService Description:• Music production• Music writing• Artist etiquette• English• Math• Social Studies• Science 9
  10. 10. Competitive Brand AnalysisMotown’s logo remains a universal simple logo, a capital ‘M’ with thecompany name spelled out. The capital ‘M’ is made of three shapeswhile two of them are supported by a triangle, possibly suggesting onecompany with a ‘single’ distinct sound, impacting a variety of listeners,standing firm in the industry. ‘Motown’ is spelled out in all capital letterssurrounded by a blue background. The color blue is known to representpeace and calm. It is not known what Motown’s mission statement was,however Berry Gordy (founder) has been quoted saying the missionwas about “unity and getting people together”. 10
  11. 11. Universal Music GroupUniversal Music group uses an illuminated earth and the companyname written in all capital letters across the earth. Their color for theearth is blue, representing the water, green, representing the land. I’mnot certain that their logo is competitive with Sony and Warner, I believeit stands alone, which may be what they were going for. 11
  12. 12. Sony Music Entertainment Sony Music Entertainment does not have a publicizedmission statement. They use the color red on their logo and what looksto be a paintbrush stroke of a backwards ‘c’. They also use thecompany name in all capital letters. With Sony being a householdname, I believe the simplicity of the logo makes it more recognizable. 12
  13. 13. Warner Music Group Warner Music Group, does not have a publicized missionstatement. They use the color blue for their logo, which is opposite oftheir competitor, Sony. The shapes inside the blue logo representing acapital ‘W’, almost mirror the 3 shapes used for the legendary label, ofMotown.*These three major labels do not include position, mission statements ortaglines, although they all make reference to their labels having a legacyor legendary artists. 13

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