This document provides a brand identity guide for the company "Halo". It describes the brand name as suggestive and meaning to take business to a higher level. The logo features the word "Halo" in red letters within a blue halo, representing quality. References are provided for Hallmark, Zappos, and competitors Capitol Records, Verity Music Group, and Warner Music Group to exemplify strong branding strategies. The vision is to help clients rise to the top through quality products and service.

1. Brand Identity Guide 1
Running head: BRAND IDENTITY GUIDE
Brand Identity Guide
Isiah Baldwin
Full Sail University
Business Storytelling and Brand Development
MAR 628
Professor Ken DeGilio and Professor Ginger Palmisano
October 12, 2012

2. Brand Identity Guide
1.
Halo is my company name. Synonymous with the name, are terms like pure and high
quality. This description is the strength, essence and core of Halo. Because I believe that what is
done with any Halo product comes in a higher quality in concept and production. The products
provided by Halo are marketable and products consumers will need. The name also gives way to
the incredible psychological autonomy that is associated with the word. Above the norm, this is
what people will embrace with this name.
The strengths of Halo are the well thought out strategies surrounding the product line
giving the edge to the product in the market place. My biggest concern is applying the correct
hammer. If the brand and hammer are strong enough and, the consumer receives the image, my
concerns will need no further thought.
The brand name Halo is in the suggestive category. HALO, A STEP HIGHER, suggest
that when you are with Halo, business is going to be better than imaginable. The brand name and
visual design for Halo are original and eligible for protection (Van Hoosear, Evans & Knobbe
Marten and Olson & Bear LLP, 2009) (p. 2).
The strategy for this brand is to apply product to learning institutions with e-books,
musical videos and music cd’s. These products carry a visual message and a strong moral
learning platform for all age groups. The product also provides an entertaining component with
quality production, an affordable price and professional delivery response time.
2.
The company Halo presents the following logo reading, HALO, A STEP HIGHER. The
design and name are original and has the traditional circular halo pattern. A horizontal setup is

3. used for the wording, which coordinates with the laws of shape creating maximum impact (Ries
& Ries, 2002).
All of the words in the visual are in reddish lettering. There is a blue halo underneath the
lettering in a smaller dimension compared to the blue halo above the lettering that is larger in
area. The second elevated halo is highlighted with the yellow sunbeam ornamentation depicting
an illusion of a deity persona. Three colors are in use and the focus is on the wording although
the surrounding elements are in touch with the design for a proper visual impact. The simplicity
of the design is cost effective and equally as effective among consumers.
3.
The tagline is short and positive, easy to read. The message of the tagline is clear and the
logo is reflective of the message. Below the wording is a halo and above the wording is a halo;
with one view and reading the message is conveyed. Respectfully, the higher halo is larger,
reflecting a greater change from the lower halo with the larger halo reflecting luminous yellow
beams. This is a unique tagline design and compliments the brands message. Halo has a
superlative tagline because it positions the company as best in class, a step higher.

4. 4.
Zappo’s has the corporate climate of not just reverencing the customer but the staff. This
is a good method of applying an engaging corporate climate. I can agree with that philosophy.
The type of climate that Halo is poised to portray in climate culture is similar to the Zappo
corporate climate. A stiff corporate climate is not what I would embrace because I would want
the employees to know that they are valued as well as my customer base (Mickiewicz, 2009).
Having a quarterly cool down session with the staff is a good way to share a people
friendly company climate. During this one or two hour period, refreshments, at the expense of
the company, would be brought in and soft music would be playing to induce a non- working
atmosphere. This would be in line with what the company is reflecting, stepping higher with
Halo.
5.
The mantra for Halo is HALO, A STEP HIGHER. This would be conveyed to every
client and the staff. I would want this philosophy to ring throughput the existence of the
company. For this principal to adhere to people’s lives and the Halo products, I believe that that
is what helps make products and brand, circulate into society becoming a household name.
6.
The following images are product package designs for Halo. cd face image and
packaging are represented. The cover designs are original and represent a human heart, exposed
beneath the human flesh, to coincide with the tile cd track, “Open my Heart”.

6. 7.
The Hallmark crown was designed by Andrew Szoeke and was installed as part of the
logo in 1949 ("Hallmark," 2012). Their tagline reads, “When you want to send the very best.”
This has long been a very favorite line of advertisement for what Hallmark is selling. When
people have something special that they want to say and, someone special they want to say it to,
they will look for a Hallmark card.
What I like about the product is that they have what they say they have, the best way to
say something, in most cases. The crown affect is a royalty concept that psychologically
expresses the idea of the highest order of thought with a royal symbol, hence, the very best.
Hallmark is my selection for a favorite trademark brand.
These three companies are a portion of Halo’s competition, Capitol Records, Verity
Record Group and Warner Music Group. Their logo is black and white and uses the dome of the
U.S. Capitol Building. All three are very successful in their business as music companies.
Capitol Records boasting generations of the most legendary artist in the music business
internationally. Johnny Mercer was the founder of Capitol Records and from a $15,000.00
investment; it is one of the most prominent companies in the music world ("Capitol records,"
2012).
Capitol Records has recorded a huge category of artist but most impressive is their

7. longevity and diversity of business. Their catalogue of business consists of the music for major
TV series such as the Hanna-Barbera series, The Donna Reed Show and David and Goliath.
They also include some of the most successful Broadway musical soundtracks like Carousel and
The King and I. One last note, Nat King Cole was one of Capitols most successful artist.
Included in the Wikipedia article is the fact that earnings under Nat King Cole built the
legendary Los Angeles spiral shaped Capitol Records building ("Capitol records," 2012).
Warner music is a worldwide publisher and is one of the largest record companies in the
world. Their logo has always looked peculiar and is not hard to distinguish in a crowd. Their use
of a two-color scheme logo is good and there is no tagline that I could locate but with a track
record like theirs, they may not really need one ("Warner music group," 2012).
The Verity Music Group uses the horizontal lettering approach to their brand. Connected
to the 1st letter of the Verity there appears to be a dove on the top right section of the “V”. Their
color scheme is basically lavender with a dark purple lettering contrast. The golden gradient
color is the backdrop adorned with short yellow sunbeam lines centered on a sunset kind of
setting. That picture sort of creates a serene mindset ("Verity music group," 2012).
Verity host the most influential line up of singing and musician artist in contemporary gospel up

8. to date. There is no tagline or a positioning statement to be located with this company. If I were
to analyze their name as a type of tagline, they make a statement of absoluteness, without a doubt
in other words. Most of their acts are very strong, so, that is probably why they use the word
Verity ("Verity music group," 2012).
The competition of the three company brands is strong because they seem to be
professionally done and they have longevity. My focus for Halo’s brand is to put it out into the
marketplace with product and see how the average person responds to the brand and the product.
I am prepared if need be to redesign the brand if needed.
Halo’s corporate vision statement: Take those to the top that would do business with
Halo. We believe in going a step higher in everything that we do and, in what we do for you.
References
Capitol records. (2012, October 6). Retrieved from http://en.wikipedia.org/wiki/Capitol_Records
Hallmark. (2012, jULY 15). Retrieved from http://en.wikipedia.org/wiki/File:Hallmark_logo.svg

9. Mickiewicz, M. (2009, March 30). How zappos does customer service and company culture.
Retrieved from http://www.sitepoint.com/how-zappos-does-customer-service-and-
company-culture/
Ries, A., & Ries, L. (2002). Te 22 immutable laws of branding. New York, NY: HarperCollins
Publishers Inc.
Van Hoosear, J., Evans, J., & Knobbe Marten and Olson & Bear LLP (2009, March 30).
Pursuing strong brand. Retrieved from
http://media.online.fullsail.edu/2010/11/pursuing_strong_brandef24b36d-6c7c-4352-
8c53-df9efdba8213.pdf
Verity music group. (2012, AUGUST 18). Retrieved from
http://en.wikipedia.org/wiki/Verity_Gospel_Music_Group
Warner music group. (2012, October 13). Retrieved from
http://en.wikipedia.org/wiki/Warner_Music_Group