Brand Identity Project for BSB class at Full Sail University

1. Brand Identity
Patrick Padilla
Full Sail University

2. Brand Name
MusicGigDirectory.com
Music -The art of arranging sounds in time so as to produce a continuous, unified, and evocative composition, as
through melody, harmony, rhythm, and timbre.
Gig - A term commonly used by musicians with reference to their performances.
Directory - A Web directory organizes Web sites by subject, and is usually maintained by humans instead of software.

3. Reasoning for Name Choice
This name was chosen for the brand because of it’s simplicity. The customer
will know the purpose of the company and it’s main focus by seeing the brand
name alone. The company is about creating a live music directory for the U.S.
and the name states the direction of the brand in terms most will understand.
This will deter any confusion between this company and others, while focusing
internet web searches easily on the domain name.
This brand name falls under the category of “Descriptive” according the
article Pursuing Strong Brand.

4. Strengths
Easily searched for on the internet and search engines
Simple and descriptive
Appeals to a large demographic of customers without
alienating any by using indiscernible slang

5. Concerns
Too generic and not abstract enough to gain the attention of
customers
Too descriptive and not easily protectable by the USPTO.gov
Easy for competitors to create brand names that mimic or
mirror MusicGigDirectory.com and could vie for potential
customers

6. Logo
The logo is a graffiti style concert speaker with the company
name written below.
This kind of logo represents the grittiness and attitude of the
company, while showing an artistic approach to the logo
itself.

7. Logo Cont.
The logo adheres to basic laws of shape and color
- The brand name is clearly legible
- The logo itself is horizontally constructed
The color scheme chosen is to counter the main market share leaders
Live Nation uses a red and black color combination to attract
customers, while MusicGigDirectory.com has chosen to entice
business by using cooler colors and a blue based color scheme

8. Logo Cont.

9. Logo Cont.
The logo for Live Nation is simple, but conveys strong attributes of the company
The read and black coloring draw attention and focus
The person with their hands up symbolizes the feeling of winning and excitement the customers experience
The name Live Nation sums up the company in simple descriptive terms that appeals to all customers

10. Logo Cont.
Target is a company that maintains a logo that I believe is one of the strongest logos in any market
Simple colors and symbol along with the brand name is recognized anywhere
Not overly abstract but distinctive
Reaches many demographics with just a picture

11. Corporate Culture
MusicGigDirectory.com is a company that has been created for the concert fan,
we will cater to these fans and take the stress and leg work out of finding
concerts and attending their favorite acts
This company is built on customer service and will take the time and effort for
all customers to feel important and appreciated
An example is offering incentive programs and randomly awarding upgraded
tickets for customers who provide the site with the most feedback and
constructive criticism

12. Mission Statement
“MusicGigDirectory.com’s mission is alleviate the stress of finding live events for the concert fan so that they may
maximize the fun and enjoy the show. We are company focused on serving our customers to our utmost ability with
all the energy and excitement the live show they about to see will provide.”
This mission and mantra will be provided for the customer to see on the website and highlighted so that they know
this is what we believe and this is how we operate. The employees will receive this on the first day in a small book
with all of the companies corporate culture points and significant company facts that they are expected to have with
them everyday to drive home what this company stands for.
This mission speaks directly to the customer and lets the employees know that this is what we expect to provide the
customer and this is what the customer will expect from us.

13. Tagline
Tagline - “Live Music Here and Now”
This line speaks to the customer by telling them that this is the site for live
music and we are up to date and ready to provide them with the concert
information they seek right now
This is a descriptive tagline that reiterates the company mantra and keeps the
corporate culture on the forefront
This tagline is simple positive and easy to remember so that it may be
reinforced into the minds of our potential customers and catchy enough to
draw business from our main competitors