This document is a brand identity project for "Moguls in the Making" by Shontielle Marsh dated January 23, 2011. It includes an analysis of the name, proposed logo, mission statement, and tagline. The name is deemed suggestive and not already registered. The logo depicts youth and adults to represent the goals of the program. The mission is to attract youth to the entertainment industry and help them become business professionals. The tagline "Building Knowledge & Perfecting Talent" supports the mission.

1. Brand Identity Project
Moguls in the Making
Shontielle Marsh
January 23, 2011
Sunday, January 23, 2011

2. MOGUL: (NOUN): a person of rank, power, influence, or distinction often in a specified area
Sunday, January 23, 2011

3. Emotional Connection...
Strength
Wealth
Reminds the public about their aspirations and
potential to succeed
ME: WHEN YOU THINK OF THE
MINI-INTERVIEW WITH WORD MOGUL WHAT IS THE FIRST
ERICANICOLE, PHD IN THING THAT COMES TO MIND?
EDUCATIONAL LEADERSHIP; ERICANICOLE: A MOGUL IS
FUTURE MOGULS IN THE SOMEONE WHO IS VERY WEALTHY
MAKING EMPLOYEE AND IS A LEADER IN VARIOUS
SECTORS OF BUSINESS, I.E. OPRAH
Sunday, January 23, 2011

4. Technicalities...
According to Evans and Van Hoosear and (2010), the
name Moguls in the Making is...
Suggestive
“makes no direct reference to the product itself or to any component,
characteristic, feature or ingredient of the product. However, upon analysis,
a connection may be made between the mark and product.”
United States Patent and Trademark Office
Currently no other name registered under Moguls in the
Making
Sunday, January 23, 2011

5. Brand Name Attributes...
Strengths
Attractive
Catchy
Its suggestive nature helps to describe what the company is aiming to do
Concerns
Several different types of things come up when the word “mogul” is googled
There is currently a blog titled “Moguls in the Making”
It can be looked over as just another initiative to try and “make it big in the
industry”
Sunday, January 23, 2011

6. The story behind the
name...
Evolved from a Skype brainstorming session with
a friend of mine that is going to help with the start-
up of Moguls in the Making
I asked her what a good name would be and after
a few outbursts and subject-verb combinations we
came up with Moguls in the Making
Sunday, January 23, 2011

7. MOGULS
in the making
Adjustments
Everything will be black and white except for the name, “Moguls in the
Making”, it will be red
The red/orange colored background will not be there
Each youth and adult silhouette will be separate and staggered having a youth
silhouette in between each adult silhouette
In the bottom, center of the globe there will be a youth silhouette and an adult
silhouette standing together
Sunday, January 23, 2011

8. My Logo...
Is horizontal and rectangular in nature
Includes an easy to read typeface
Includes the dominant color of red, which
promotes energy and excitement, and attracts
attention (Reis and Reis, 2002)
Would be considered an emblem
Sunday, January 23, 2011

9. Why Does This Logo
Work?
Its pictorial message directly relates to the goals of
the program
Promotes strength
Shows that youth are capable of succeeding as a
business professional
Abiding by the laws of color and shape allow it to
easily appeal to customers
Different pieces of it can be taken out and
morphed to tell a sub-story
Sunday, January 23, 2011

10. The Competition
Pros Cons
The colors used allow it to
stand out and visually It has a vertical shape
appeal to the customer
The font is difficult to read
The cityscape at the top of
the logo shows its The shapes within the logo
connection to inner-city show no meaning
youth
Sunday, January 23, 2011

11. Planet Hollywood
Reasons behind why this logo is effective in conveying
the spirit of its brand
Red font promotes energy commands attention from
potential customers
Contains simple images that tells a quick story about
the purpose of the brand
planet
stars
Sunday, January 23, 2011

12. Corporate Culture
In order to promote a business-minded atmosphere, business-casual attire is required for all
employees and youth except for on Fridays and weekends unless an activity is being held that does
not allow casual attire
Every two weeks each group will go off campus for a team building activity
Once a month the entire program will participate in a team building activity together
There will be an activities room within the facility that offers video games, board games, food and
refreshments in order to stimulate effective thought and brainstorming, as well as to offer a “getaway
from the office”
I think it is very important for each employee to have a decent understanding of what goes on outside
of their specific department. Therefore, we will offer a rotation program that allows them to learn
about other departments while continuing to work efficiently within their own
When big names celebrities come in to donate their time it is important to make sure that not just one
person gets “celebrity face time” each time
Sunday, January 23, 2011

13. Mission Statement
THE MISSION OF MOGULS IN THE MAKING IS
TO FIND AND ATTRACT YOUTH INTERESTED
IN THE ENTERTAINMENT INDUSTRY AND
EVOLVE THEM INTO BUSINESS
PROFESSIONALS BY ALLOWING THEIR
PERSONAL EXPERIENCES TO CREATE THEIR
FUTURE LIFESTYLES.
COMMUNICATED TO EMPLOYEES, CUSTOMERS, AND POTENTIAL
FINANCIAL DONORS.
Sunday, January 23, 2011

14. MISSION STATEMENT
Youth Entertainment Studios
EMPOWERING INNER-CITY YOUTH TO BECOME LEADERS OF CHARACTER, VISION, AND
ACTION IN THEIR COMMUNITIES BY CHALLENGING THEIR CREATIVITY AND EQUIPPING
THEM WITH PRACTICAL, CONFIDENCE BUILDING MEDIA PRODUCTION AND MARKETING
SKILLS
Main difference between mine and theirs
Moguls in the Making’s mission statement is geared
towards focusing on both the present and
professional future of youth
YES states in the beginning, “become leaders”, but it
seems that their program is designed to be just a
placeholder for after-school and summer activities
Sunday, January 23, 2011

15. Tag, You’re It...
BUILDING KNOWLEDGE &
PERFECTING TALENT
Sunday, January 23, 2011

16. MOGULS
in the making
BUILDING KNOWLEDGE & PERFECTING TALENT
Sunday, January 23, 2011

17. Speaks to the importance of
training youth for their future and
not just the current issue of Speaks not only to
“getting them off the streets.” potential clients, our
youth, but also to
their parents
BUILDING
KNOWLEDGE &
PERFECTING Compliments
and helps to
TALENT
explain the brand name,
but still leaves the
desire to learn
more Our
tagline
Descriptive quickly
summarizes
our mission and
goals
Sunday, January 23, 2011

18. References
Evans,
Jason
and
Van
Hoosear,
Jeff.
(2010).
Pursuing
Strong
Brands.
Ries,
Al
and
Laura.
(2002).
The
22
immutable
laws
of
branding:
How
to
build
a
product
or
service
into
a
world-­class
brand.
New
York:
HarperCollins
Publishing.
Webster,
Merrian.
(2011).
DeMinition
of
Mogul.
Retrieved
on
January
20,
2011.
www.merrian-­‐webster.com
Youth
Entertainment
Studios.
(2009).
Mission
Statement.
Retrieved
on
January
22,
2011.
www.yesamerica.org
Sunday, January 23, 2011