1. Brand Identity Project
Raymond Fournier

2. Royal Oak Productions Inc.
Why I chose this name?
• Oak tree symbolizes strength and endurance
• Reference to my home town roots
• Communicates that we are a production company

3. Strengths:
• Represents my positive connection to the Arts
• Oak tree represents strength and stability
• Ties into my heritage in Royal Oak, MI

4. Concerns
•Does not immediately convey the company mission
•Royal Oak connection requires consumer to know history
• May be too bland to compete in a creative market

5. United States Patent & Trademark Office
Based on internet search from TESS
Application must be submitted for final approval

6. Pursuing Strong Brand:
• Fanciful
•Arbitrary
• Suggestive
• Descriptive
• Generic

7. Logo Design
Description: The logo for Royal Oak Productions Inc. will
feature three inner locking circles. The first circle will contain
a crown. The second will contain an oak tree. The last circle
will contain the silhouette of a dancer. The images will be
clean and graphic and translate the company name into a
figurative representation. A logo that could “speak” the name
without the words. The company name would be
incorporated into the logo at the company’s infancy to
cement the connection. This will also help with establishing
branding and company recognition. I would enlist the
services of a professional graphic artist to execute my vision.
A literal and pictorial representation of my company and product. The image
represented is a pictorial mark and references the company and brand attribute.

8. Law of Shape and Color
•Strong horizontal shape for maximum impact
•Careful consideration of font will be given
•The tree will be green to represent growth

9. Why is this logo effective?
•Easily recognizable
•Turns literal words into figurative representation
•Simple, clean and graphic

10. Competitor Logo
This logo from 19 Entertainment is an example of an arbitrary mark. It employs
real words in an unfamiliar context. The logo has the number 19 surrounded by
a circle. The background color of the logo is red and the font color is a metallic
silver. The word “entertainment” is centered directly below the image. The font
choice is communicating the power of the brand.
This logo is simple, strong, and graphic. The color red projects excitement and
energy. A concern with this logo is that it does not immediately convey what
the company produces.
Brand Essence: The 19 Entertainment company represents quality television
programming for reality entertainment competitions. Engaging, Fun, and Dream
Making are words that describe their brand essence. The logo is secondary to
the company’s reputation.

11. The Dreamworks logo represents the
spirit I would like to similarly convey in
my company’s logo. It is figurative and
helps to romance the product. The
literal visual interpretation of the
product fits my brand essence.

12. Corporate Culture
The primary company objective is to
create quality content utilizing the
performing arts that will have a positive
impact on society
Our company will be focused on eight core values
Honesty - Our employees will always tell the truth
Respect - Our employees will respect ourselves and others
Integrity - We will walk the talk and deliver excellence
Diversity - We will honor other peoples differences
Openness - We will be open to new ideas
Balance - We will have individual balance in our lives
Courage - We will stand up for our beliefs
Creativity - We will always search for new approaches to create excellence

13. Developing our Corporate Culture
Our company values will be non-
negotiable. They will be the building blocks
of our reputation and ultimately our
success. I will personally embrace these
values and expect everyone who works for
the organization to do the same. Regular
team building meetings will focus on those
who have successfully upheld our core
values.

14. Mission Statement/Mantra
Enriching lives utilizing
the performing arts
to create positive
entertainment

15. How will we carry How is our mission
out the mission? different?
The mission statement will Our mission statement is
be communicated to every different from our
employee verbally during competitors because we are
interviews and in writing committed to thought
on company provoking entertainment with
communications. It will be a positive message. We will
front and center on the create stories that enlighten
corporate website for both the lives of our audience. We
customers and employees will tell the stories by utilizing
to review. the performing arts.

16. Royal Oak Productions Inc.
Bringing The Arts To Life
This is an effective tagline because it is
short, unique, easy to say, and positive.
It communicates to our customers that
we strive to enrich their lives. It
represents a descriptive tagline because
it describes the service and promise to
our customers. Our focus on the
performing arts reinforces our brand
message and distinguishes us from our
competitors.

17. Royal Oak Productions Inc.
A Performing Arts Media Company
Bringing The Arts To Life
Ray Fournier
CEO