The document discusses the branding project for a company called Community Sounds. It proposes the name Community Sounds, analyzing its strengths and weaknesses. It then discusses the logo design featuring a record and people, and compares it to the logo of a competitor, Sound Connections. Finally, it outlines the corporate culture, objectives, mission statement and tagline of "A Sound Investment In Your Future" to distinguish the brand.

1. Brand Identity Project
on
Community Sounds
by
Celina Ruff
Monday, December 13, 2010

2. BRAND NAME
Community Sounds Community Sounds
Community Sounds
The name of the company is Community Sounds. I chose the name because it
sounds catchy and describes the nature of the brand very well.
I wanted to fuse charity together with music, while still keeping the name
simple and memorable.
Community Sounds
Community Sounds Community Sounds
Monday, December 13, 2010

3. Strengths
Community Sounds is a
strong company name
because it is clear, concise
and easy to remember.
WEAKNESSES
I am worried that the name is too
simple and not creative enough.
Another concern is that both
words are commonly used, but in
different contexts. It might cause
confusions amongst other brands.
http://futurefreeport.com/wp-content/uploads/2008/11/yes-no-buttons1.jpg
http://www.beabetterproducer.com/wp-content/uploads/2009/09/pros-and-cons.jpg
Monday, December 13, 2010

4. Descriptive Mark
Community Sounds falls under the descriptive mark category, as it “literally
describes the product or some characteristic of the product” (Van Hoosear, &
Evans).
I am confident in moving forward with this name because it can be protected and
is in keeping with USPTO’s laws and regulations. A quick search on the website’s
Trademark Electronic Search System (TESS) showed that Community Sounds had
not yet been taken. Furthermore, it bared no resemblance to any similar names,
which could result in confusion.
http://patentpubs.com/images/uspto_logo.jpg
Monday, December 13, 2010

5. Logo
An emblem is best suited for Community Sounds. This type of logo is effective
because the picture will grab the publics attention and the descriptive title will
enable the public to connect the logo with the brand. The logo reflects the
brand, as it shows people coming together which is the essence of community,
the vinyl record will ensure the consumer identifies the brand with music and
sound.
The logo is vertical, which isn’t ideal, but adding a symbol will still make it
visible from afar. I chose to keep the logo’s typeface simple, so it wouldn’t lose
its legibility. Overall, my company’s logo is very colorful. However, this is
intentional because both the community and the music industry are vibrant
and bright. I opted for two primary colors, red and blue, when it came to the
logo’s typeface. I picked red for Sound because it is a strong word that
commands and attracts attention and I picked blue for Community because it
“is the color of leadership and stability” (Ries, & Ries, 2002).
Monday, December 13, 2010

6. MY LOGO
MUN
MY LOGO
ITY
.
COM
.
MY LOGO
MY LOGO
.
.
S
D
SO
N
U
Monday, December 13, 2010

7. Competitor Logo
SOUND connections type of logo
is a horizontal emblem. It shows
a graphic image of a record in a
bold red on the top left and has
the companies name spelled out
in a luxurious black on the lower
right. The company has cleverly
found a way to also sneak in a
letterform logo into their graphic
image. Based on the logo
elements SOUND connections’
brand essence doesn’t really
shine through. There’s actually a
lot more to the company than the
logo lets on.
http://media.photobucket.com/image/sound%20connections/dpzdapro/SoundConnectionsLogo.jpg
Monday, December 13, 2010

8. Actual Logo
This logo effectively conveys the spirit of the logo I would like to create, as it
describes Community Sounds brand essence perfectly.
http://audienceinclusion.org/images/SongSharing%20Images/songsharing_logo_heart_0.jpg
Monday, December 13, 2010

9. Corporate Culture
It is Community Sounds’ vision to use music as a tool to improve
VISION: peoples lives.
Our core values are to embrace and drive change. We aim to build
a strong team by being passionate, determined and treating one
VALUES: another with the utmost respect. Also, we pride ourselves in
promoting a fun, creative and open-minded office environment.
Our belief is that music has the ability to strengthen and empower
BELIEFS: peoples lives.
Monday, December 13, 2010

10. Objectives
We plan on carrying out these objectives by:
* hiring highly qualified staff
* making sure they fit in and share our values
* having fun
* regularly meeting outside of work to go bowling together
http://www.artquest.org.uk/valueadded/images/Value-Added-FP-new.gif
Monday, December 13, 2010

11. Mission Statement
Community S!nds’ m"sion " to empower people #r!gh music.
Our simple, yet strong and focused mission statement is directed at our
employees as well as our customers. The statement will be communicated
through our daily actions and behaviors. We make it our responsibility to fully
embody the statement in order to fulfill all of our goals.
Monday, December 13, 2010

12. Sound Connections’ Mission Statement:
“Develop better
understanding and
cooperation among those
funding / commissioning,
delivering and participating
in musical opportunities for
young Londoners” (Sound
Connections, 2010).
“Emp
ower p
throug eople
h mus
ic”.
Community Sound’s Mission Statement:
My company’s mission statement differs in that it is much more concise and to
the point. It is also more memorable than Sound Connections’. However, the
distinguishing factor lies in the fact that Community Sounds focuses more on the
music aspect, whereas my opponent centers their mission statement on funding
and charity.
Sound connections. (2010). Retrieved from http://www.sound-connections.org.uk/content.php?page=117
Monday, December 13, 2010

13. Tagline:
A S!nd Investment In Y!r Future
This tagline is effective because it reinforces the
brand message. Moreover, it’s distinctive, uplifting
and positive. Not only does the tagline command
action from customers, it speaks to them in an
optimistic way. It states: “if you join my project
something solid, useful and worthwhile will come
from the experience. Being part of my brand will
benefit your future.
Monday, December 13, 2010

14. Descriptive Mark
Based on the categories
presented, my tagline is
descriptive. Like AllState
promises “You’re in good
hands,” Community
Sounds promises “A Sound
Investment In Your
Future.” My main
competitor, SOUND
connections, does not have
a tagline. As a result, I am
able to greatly distinguish
myself from my opponent.
http://www.sacasiancc.org/wp-content/uploads/2009/04/allstate.jpg
http://media.photobucket.com/image/Sound%20Connections/dpzdapro/SoundConnectionsLogo.jpg
Monday, December 13, 2010

15. references
http://www.artquest.org.uk/valueadded/images/Value-Added-FP-new.gif
http://audienceinclusion.org/images/SongSharing%20Images/songsharing_logo_heart_0.jpg
http://www.beabetterproducer.com/wp-content/uploads/2009/09/pros-and-cons.jpg
http://futurefreeport.com/wp-content/uploads/2008/11/yes-no-buttons1.jpg
http://patentpubs.com/images/uspto_logo.jpg
http://media.photobucket.com/image/Sound%20Connections/dpzdapro/SoundConnectionsLogo.jpg
Ries,
A.,
&
Ries,
L.
(2002).
The
22
immutable
laws
of
branding.
New
York,
NY:
HarperCollins
Publishers
Inc.
http://www.sacasiancc.org/wp-content/uploads/2009/04/allstate.jpg
Sound connections. (2010). Retrieved from http://www.sound-connections.org.uk/content.php?page=117
Monday, December 13, 2010