1. Anna Dragoni – Brand Identity 1
Running Head:BRAND IDENTITY PROJECT
Brand Identity Project
Anna Dragoni
Full Sail University
MAR 628-BSB-O
September 15, 2012
Ken DeGilio

2. Anna Dragoni – Brand Identity 2
Brand Identity Project
Belle Arti Enterprises is the name of a company that deals with the world of the arts as
seen clearly in the name. The uniqueness stays in the dual language that gives the idea of a multi-
cultural approach. The company is originated and based in America and it has a European,
western Mediterranean influence.
The name Belle Arti literally translates as beautiful arts but as a whole Belle Arti means
actually Fine and Performing Arts. The inspiration comes from the original name of a
governmental department, Ministero Delle Belle Arti,which was part of the Italian Education
Department. Now, with a new law of the1998, the department has become autonomous and has
changed the name into Ministero per i Beni e le Attività Culturali/Ministry of Cultural Heritage
and Activities (Ministero, 2012). It promotes and funds:the restoration of historical building, the
preservation of artistic treasures,the production and distribution of artistic and cultural projects
and performances in all their forms. The association of the company‟s name to that concept gives
importance to Belle Arti Enterprises, which wants to operate similarly in the field of the fine and
performing arts but in the private sector of the arts industry.
The addition of the word Enterprises wants to signify that the company is a commercial business
in contrast with the vast number of non-profit organizations existing.
The strength of the name stays in its boldness but at the same time in the easiness of the
translation and pronunciation in at least four languages including Italian, French, English,
Spanish, and more. At first sight it is clear that the company has to do with the arts, and the term
enterprises is very understandable worldwide. The musicality of the name-sound also increases
likability. Very often people have the desire to repeat words like: Bella Italia, Vita bella, Bella
donna, to evoke positive feelings and memories. So the name is very distinctive although is not

3. Anna Dragoni – Brand Identity 3
using original words, and very appropriate to the positive and energetic spirit that the company
wants to convey. Enterprise means also endeavor, courageous journey towards something
innovative.The length of the name might be a concern but considering that people tent to reduce
the number of words to the minimum(Ries, 2002) the company could be called just Belle Arti, as
the blending sound of the two words will flow as one: “bellearti”. Without any regards to the
capitalization of the name, Belle Arti enterprises, bellearti, and/or Belle Arti Enterprises will
maintain the same meaning and will apply to the rule of brevity, as the criteria for a good name
(Neumeier, 2005).
The name is protectable as outlined on USPTO.gov. There are other two organizations
tied to the name Belle Arti without claiming the exclusivity of the name. They are two historical
academic institutions for the arts. Belle Arti Enterprises will be the young, agile, manageable
commercial organization that will work in the same field but focused on production and
performances, with an adaptable attitude to the rapid changes of the economy.
The domain name of the company is also available in all of its forms. It will be good and
imminent strategy for the online brand of the company to create an independent website to be
functional and relevant on a global and technological market too.
The logo is the name of the company wrapped in the three letters corresponding the
initials of the name. Although it includes an acronym the letters are written as a signature, which
will convey that there is a person responsible behind it.
The name is not short but can stay in one horizontal line. The colors red and black give a
sense of elegance, power, determination and sense of confidence without being too aggressive.
The Tagline is: The most authentic artistic experience. “There is no rule that your tagline
and mantra cannot be the same” (Kawasaky, 2004). The company uses the tagline as its mantra.

4. Anna Dragoni – Brand Identity 4
The conceptis directed to everybody,from employees, employers to customers. It
stimulates curiosity to know more about the company and to what it is doing. It moves people to
participation to something that sounds so appealing and enjoyable. The experience will be lived
by the performers by the group creating the project and by the audience who will not just receive
informationbut will be touched emotionally too. The mantra will be included in the tagline and
will be promoted with the name of the company any time it will be advertised.
The tagline is concise, unique, and memorable.It tells the story of the company in few
words. It is unique because it positions the company above the level of the others, it is easy to
remember but it will be also memorable for those people who after living a good artistic moment
will be willing to pass that experience on to others just talking about it.
Belle Arti Enterprises COMPANY LOGO
Other Logos
I found very appealing and interesting the logo and the new brand for the anchor man
Conan O‟Brien. He uses his physical feature to identify his brand.His unique hairstyle and color,
distinguish him from all the other anchormen. In the logo, the hair in orange color serve as an

5. Anna Dragoni – Brand Identity 5
arch under which some letters in white regroup like in a niche. Outside this arch or “porch like”
there is the initial letters of his name that happens to be CO, which could mean in company with
or under the leadership of Conan.The white and orange colors stand out lively from the boldly
black background without being heavy. The general feeling that the audience and the
collaborators might have is to be part of a group working together or enjoying together his show
or his company.The name is in fact TEAM COCO. It is elegant, fun, original, it points out
immediately his brad identity and it gives a great sense of togetherness.Here is the logo
http://teamcoco.com/blog/the-new-conan-logo-revealed
Other logos
http://www.rioult.org/company.htm
This New York City modern dance company takes the name from the name of the
composer Pascal Rioult. It is the compositions of Rioult that inspire the choreography. The logo

6. Anna Dragoni – Brand Identity 6
very descriptive, tells you everything you need to know. Where they are from, what they do and
who they are.
(http://www.tmntv.com/)
Set the Music Free
The Musician Network has been set up for musicians to share their ideas, and their music with
other musicians. The logo is direct to the point and easy to understand for those who are part of
the industry. The logo is a simple outline of a musician in a „Springsteen‟ like pose with the
words: the musician network written underneath, showing the passion of the musician and using
colors streaming from the guitar and around the page to indicate the musical stream coming from
creative collaboration.

7. Anna Dragoni – Brand Identity 7
http://www.trustus.org
Trustus Theatre is a local theatre that for over 25 years has attempted to bring alternative
professional theatre productions to a City, Columbia SC, full of community theatre
organizations. The key to the logo is to convince the local theatre‟s goers that this is the place
where they are going to get the best of what the city can offer. „Trust Us‟ to bring you
professional entertainment is the tagline that is in the title itself.
The underlying principal of Trustus hasalways been“to bring the best of the newest and
original plays, to an audience craving professional theatre in a setting that is comfortable and
unique”
Belle Arti Enterprises statement is broader in category and community scope. The company is
interested in the development not only of local talent or national product, but also international
material for an international community.

8. Anna Dragoni – Brand Identity 1
References
Hoosear, J. V., & Evans, J. (n.d.). Pursuing Strong Brand. Brands in theBoardroom.Intellectual
Asset Management Magazine. Retrieved
fromhttp://www.scribd.com/doc/82321574/Pursuing-Strong-Brand
Kawasaki, Guy.(2004). “Creating Mantra not Mission”. Econer. Stanford Technology Ventures
Program. Retrieved on September 12, 2012 fromhttp://www.youtube.com/watch?v
=jT7xlFTinIw
Logos. Retrieved from
http://teamcoco.com/blog/the-new-conan-logo-revealed
http://www.rioult.org/company.htm
http://www.trustus.org
Neumeier, M. (2005). The Brand Gap chapter 3: Innovate, pgs. 73-79. New Riders
Publishing Thousand Oaks, CA.
Ministero per i beni Beni Culturali (2012). Ministry of Cultural Heritage and Activities.
Retrieved on September 15,2012 from from http://www.beniculturali.it/mibac/export/
MiBAC/sitoMiBAC/MenuPrincipale/Ministero/index.html
Ries, A., & Ries, L. (2002). The Law of Word. The 22 Immutable Laws of Branding. New York,
NY: HarperCollins Publishers, Inc.