Wk3 bsb intro brand id

Introspect
Creative & Performing Arts Centre
Brand Identity

Jeﬀrey Linamen
Founder & Executive Director

Business Storytelling & Brand Development
Full Sail University
December 12, 2010

Introspect Creative & Performing Arts Centre

What’s in a Name?

Introspect- simple deﬁnition- A look into one’s own mind
and self.

Merriam-Webster’s deﬁnition- introspect- to engage in an
examination of one's thought process and sensory
experience.


The Backstory
In 1982, at the age of 19, through a series of unpredictable events, I started a theatre company with
the help of some friends. I really had no idea what I was doing and was equipped only with my
passion, very little theatre experience and my natural-born creativity. It was at that time that the
Introspect name was born. We produced shows, on and off, for almost five years as Introspect Theatre.
Through those experiences, it became apparent that in order to be successful in the industry, I
needed qualified training and experience.

Today, 19 years later, with years of education and experience behind me, I am finally ready to bring my
dream to life. The idea for the Introspect Creative & Performing Arts Centre has evolved through my
years of experience and observation of the state of the arts, education and deteriorating sense of
community around us.

Introspect Creative & Performing Arts Centre will bring back the sense of joy and self-expression
that is lacking in many people’s lives. It will give people the place and the artistic opportunities to
come together and rejuvenate the true community experience.


The Name
Strengths
* The name is clear and distinctive in describing the organization.

* The name indicates a complete arts experience.

Concerns
* The biggest concern regarding the name is the inequality of what tradition art centres
represent.

* The word, introspect, is not commonly used in today’s vocabulary.


Name Trademark/Word Mark & Category

A search of the US Patent and Trademark Ofﬁce (USPTO) website produced the following results:

“Introspect” search - 28 total; only 3 Live search results

“Introspect Creative & Performing Arts Centre” search- 0 total results

“Performing Arts Centre” 57 total; 32 live search results

The name, Introspect Creative & Performing Arts Centre, falls most clearly under the descriptive name

category. Trademarks in this category are not guaranteed or usually considered a necessity by the

USPTO. The nature of this business is a local/regional market. A search of other nationally recognized

regional theatres and arts centres produced no results.


Logo
Main competitor- Fox Valley Repertory

Description/Evaluation
The logo’s use of four colors (3 neutral & one primary) maintain a simple but striking result. The
black background is frequently thought to represent luxury. The blue used, a variation of the
primary blue, has been considered to represent a laid-back feeling, is considered peaceful and
tranquil, as well as leadership and stability. The converging shafts of light are effective in conveying
the performance nature of the brand. The use of the word, repertory, is commonly associated
within the industry with performance, while there is no indication that the organization also
produces educational training for young people.

Note: The name Fox Valley Repertory will ofﬁcially represent the currently known, Noble Fool Theatricals, as of January 1st,
2011. They are undergoing a complete re-branding of the organization. This is an extremely bold move considering the
organization was near extinction before moving to the suburbs (from Chicago) less than ten years ago.


Logo of Interest

I found this logo for the Art Centre of Plano (Texas) visually appealing. The use of the neutral
black (also representing luxury) and the lighter, spring green (environment and health), add to
the basic attraction of the design. I would interpret the design using the “A” as outside the box;
indicating something different. This represents the centre and all art and art forms are unique.
At the same time, the design seems a little controlled and square which is not a good
representation of art.


INTROSPECT

LOGO
Design & Description
In this rendering of a potential logo for Introspect Creative & Performing Arts Centre, I chose
chose to focus on the true meaning and representation behind the mission of the centre and
the Introspect name. The square represents a window, door or a picture frame. The eye, the
ability to create, visualize and dream. Art is the window to the soul.


INTROSPECT

LOGO

Shape, Color & Type
The use of relatively simple and identiﬁable shapes are used to create an interesting and
visually appealing image representing the organization. The use of four colors, 2 neutral and
two primary variations (used sparingly), enhance the organizations vision. Blue, representing a
laid-back, stable leadership, combined with green, corresponding to the environment
(community) and health. The logo type best represents the picture mark style with the addition
of the word mark emphasis.


Introspect Corporate Culture

Introspect Creative & Performing Arts Centre is based on the simple values and beliefs that a life

without art, is no life at all. All centre activities are developed around the exploration and creative

expression of the individual and the collaborations of the community. Employees and clients are all

encouraged to express themselves freely, challenge themselves to break through the boundaries of

their everyday lives, to ﬁnd the extraordinary person within.



Plan for Objectives
Employees and clients will be encouraged to unleash their passion and creativity in everything

they do. Training and technique will be emphasized, with the understanding that mastering the

basics will open the door to exploring unique and unconventional theories and practices.

Introspect will diligently seek new and creative ways of achieving its goals based on proven

methods and practices. The only rule will be respect for self, for each other, and for the

community. Introspect will achieve these objectives through constant evaluation, communication

and openness for change. Leaders must be willing to follow and followers willing to lead.



Example- Staff Meetings
It will be necessary to observe standard business objectives and protocol in the guidance of

informative and effective meetings. Agendas will be used and observed, but with ongoing, constant

communication between staff members, the informative and necessary business objectives should

be handled quickly and orderly. This will allow a majority of scheduled meeting time to be spent

brainstorming and evaluating the programs and practices of the organization. Everyone will be

encouraged to contribute their thoughts, ideas and concerns whether they agree or disagree with

the current practices; as long as they are expressed with respect, and are in line with the mission

statement of the organization.


INTROSPECT

Mission Statement
Through the many disciplines of theatre, art, music and dance, Introspect Creative &

Performing Arts Centre will provide a full range of opportunities for students to discover

and learn, and for audiences to be entertained, inspired and experience ﬁrst-hand, quality

art in their very own community.


INTROSPECT

Mission Statement

Basic Concept
Short and simple, the mission statement is concise, unique and memorable. It is aimed at both

the employee and the consumer and will be used in all correspondence and marketing

materials for Introspect Creative & Performing Arts Centre.


INTROSPECT

Mission Statement

Description and Comparison
The mission statement is concise and to the point. It clearly describes the purpose and goals of

the centre in a positive, passionate way. The new mission statement for Fox Valley Repertory is

not currently online but their statement for Noble Fool, is similar to Introspect’s in length,

tone and content.


INTROSPECT

Tagline

    Where Dreams Are Born and Realized


INTROSPECT

Tagline
Where Dreams Are Born and Realized
Our tagline tells our clients that Introspective Creative & Performing Arts Centre is

about them. It is provocative, superlative, descriptive and speciﬁc. The tagline reinforces

the brand message and it commands action. It is short, unique, easy to say, and positive.

It promises an extraordinary experience.


INTROSPECT

Tagline
Our tagline deﬁnitely distinguishes our company from our competition. Their descriptive
tagline promises to entertain, ours promises to change lives.

Engaging Entertainment, ChicagoTalent, In Your Backyard.


INTROSPECT

Where Dreams Are Born and Realized

Mission Statement
Through the many disciplines of theatre, art, music and dance, Introspect Creative & Performing

Arts Centre will provide a full range of opportunities for students to discover and learn, and for

audiences to be entertained, inspired and experience ﬁrst-hand, quality art in their very own

community.


Resources
Deﬁnition. http://www.merriam-webster.com/medical/introspect?show=0&t=1289655874

Fox Valley Repertory. http://www.noblefool.org/

Metropolis Arts Centre.
http://www.metropolisarts.com/index.php/content/about_metropolis.html

Neumeier, M. (2006). The Brand Gap. Berkeley, CA. New Riders.

Plano logo. http://www.artcentreofplano.org/

Reis, A. & Reis, L. (2002). The 22 immutable laws of branding. New York: HarperCollins Publishers,
Inc.

Trademark/Word Mark search. http://www.uspto.gov/

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