1. PROJECT 3:
BRAND IDENTITY
By: Lana Olivia Sauls

2. Brand Name
I chose the name “KARMA” for my brand because it
stands for the concept of the cause and effect cycle of
actions. I believe in the theory of Karma and that
“What Goes Around Comes Around”.

3. Strengths & Concerns
KARMA is a strong brand name because it is simple,
distinctive, and memorable.
I am concerned with the name because it is ambiguous
and does not relate to music, television, and movies.
According to USPTO.gov, the name “KARMA” is not
protectable because it is already registered.
I believe the name “KARMA” is a arbitrary brand name
because it is named after a concept.

4. Logo

5. Shape & Color
The spherical shape of the logo draws in both eyes. The
shape also corresponds with the concept of Karma.
The bright green and purple are modern and
distinctive. In branding, purple stands for reliability
and royalty, which is what KARMA strives for.
This logo type would be best described as an emblem.
This logo reflects my brand in a positive way because it
is unique, colorful, and incorporates the tag line of the
company.

6. Competitor Logo
This digital music magazine has a wordmark logo. The
logo works because it is simple, easy to read, and
futuristic. I think the logo would be more interesting if
color or graphics were added to it.

7. Effective Logo
I think the NASA logo is very effective because it
represents what the company stands for. The logo is
colorful, interesting, bold, and memorable.
I would like to use details from this design to make my
logo more effective and unique.

8. Corporate Culture
KARMA will provide a fun and unique work
environment for all employees. Family, fun, and
bonding will be promoted through monthly parties,
corporate vacations, themed dress up days, games, and
surprise events.
Employees will also attend concerts, movie premiers,
and television show parties as a group in order to
develop stories and photographs for the entertainment
magazine.

9. Company Values & Beliefs
Be Creative Be Responsible
Maintain Balance Stay Committed
Be Consistent Take the lead
Have Fun Laugh Often
Collaborate with others Be Honest
Produce Quality Take Risks

10. Mission Statement
KARMA strives to provide every
customer with reliable, interesting, and
up to date entertainment news and
stories. Our goal is to keep you
connected with all aspects of the
entertainment industry.

11. Mission Statement
The mission statement will will be located at the top of
the first page of the digital magazine.
I believe the statement is directed to both the
employees and the customers.
Focus, policy, meaning, and passion are incorporated
through the mission statement.
KARMA’s mission statement is concise, distinctive,
and memorable.
The company story is told in less than 30 seconds.
It is different from the main competitor because it is
simple and to the point.

12. Tagline
What Goes Around
Comes Around

13. Tagline
This is an effective tagline because it is memorable,
unique, and simple.
This tagline is descriptive because it describes the
concept of karma.
The brand message is reinforced through the tagline.
KARMA is distinguished from it’s main competitor
because the competitor does not have a tagline.
The tagline does not command an action, but it is
short, distinctive, positive, and easy to say.