The document outlines the branding elements for a company called Food Through Culture, including: 1) The name Food Through Culture effectively conveys what the company does in informing people about different cultures' foods. 2) The proposed logo would use the words "Food Through Culture" in red and yellow letters on a black background in a clear, readable font. 3) The tagline "What they're really eating" is intended to intrigue viewers and attract interest in learning about unfamiliar cultural cuisines.

1. Brand Identity Project
by Alexandra Rotenstein

2. Food Through Culture

3. Brand Name
Food Through Culture is pretty self-explanatory.
The unique name explains exactly what our
company is trying to achieve and that is to inform
others of different cultures food by influence of
their own culture.

4. History
I selected this name a couple years ago because it just seemed to fit. It provides the reader with the
exact purpose of the company. At the same time the name Food Through Culture entices people to
inquire what Food Through Culture would be.
The name is strong because it is not misleading or confusing. It provides the reader with the purpose
of the company.
Food Through Culture is protected under uspto.gov. The name has not previously been patented or
reserved.
The name Food Through Culture falls under the descriptive mark from the article Pursuing Strong
Brand. The name describes the product.

5. Logo
The laws of color and shape are supported within the logo. The logo will be in clear type with red and
yellow as the colors.
The logo would be effective because it is easy to read and in a clear type.
The logo would be a Wordmark. It would simply read the logo.
The logo reflects my unique brand because the colors are similar to cultural colors and the type reads
exactly what the company offers.

6. Competitor
The main attributes that my
competitor has are the bold face
font and the “i” being replaced by
a man that is about to eat
something. It mentions his name,
but also keeps the logo simple by
stating exactly what the show does

7. Example
I like this logo because it is simple
and unique because all of the
words form together. I would like
the words Food and Culture to be
in red and the word through to be
in yellow. I like the font because it
is easy to read and the color
makes the words stand out.

8. Sketch
This is an example of what I would
want the logo to look like.
FOODTHROUGHCULTURE
The logo has the red and yellow
which are very cultural colors. The
black background is there to make
the logo stand out even more. The
font is easy to read and the words
are all together.

9. Corporate Culture
Food Through Culture’s main values and beliefs are that a culture should not
have to be made fun of when their food is exposed. Just because one
culture thinks that the food is different doesn’t mean that culture should be
made fun of.
We intend to be informative when providing the viewer with information on
different foods through culture.
We will carry out these objectives by sticking to the informative format.
A strong culture will be created based on our beliefs. Our beliefs will prove
to be respectable.

10. Mission Statement
The mission statement will be posted on the website and within the credits
of the show.
The mission statement is directed to employees to remind them of what our
company is about and to our viewers so that they know what our mission
consists of.
Our mission statement incorporates passion, direction and meaning.
The mission statement is concise and memorable, just like our logo and
brand name and tells our company story within the 30 second timeline.
Our mission statement is different from that of our competitor because we
do not include the “bazaar” factor in our work. We are also providing
entertainment through information, not entertainment through mockery.

11. Example of Mission
Statement
The business of Food Through Culture
is to bring together people and places
through exposing different cultures food.
By building strong relationships the world over,
we provide cultural information with global perspective.
We conduct our show with honesty and integrity.
Our philosophy is that of respect and appreciation
toward those associated with our company and those being displayed.
As we succeed in our mission,
Food Through Culture shares prosperity
with employees and the communities we serve.

12. Tagline
FOODTHROUGHCULTURE
WHAT THEY’RE REALLY EATING.

13. Effective
The tagline is effective because it attracts the viewer to become intrigued with what a culture is really
eating.
It speaks to the customers and clients because it causes them to become fascinated with what other
cultures could be eating.
The tagline is superlative because it exaggerated the expression. It plays on what the culture could be
eating.
The tagline enforces the brand message because we intend to inform the viewer with what cultures
are eating.
Our tagline is different from that of our competitor because our competitor uses his name as his
tagline. Ours proves to be an enticer.
“What they’re really eating” is short, unique, easy to say and positive. The action that it commands is
interest.