summerfest research

Project Brief:

The goal of this project is to develop a mark and identity system for the Summerfest Concerts, a professional chamber music ensemble.

1. What is the single purpose of your company?

Summerfest, Inc. aims to enrich the cultural life of Kansas City through musical performance in order to foster interaction between musicians and their audience.

2. Who is my target audience?

The greater Kansas City, with aims to expand their demographics.

3. What does the audience expect to get out of the Summerfest?

A great musical and cultural experience.

4. What are my companies core values?

A strong local presence, creative integrity, maintaining a tight following or community, and strengthening the culture of Kansas City through good music.

5. What are the long-term goals?

Broadening their audience with a larger, more diverse crowd

6. What can distinguish Summerfest from any competitors?

Emphasis on local audience concentration and community

7. Complete brand attributes chart.

- informal 1 [2] 3 4 5 formal
- intimate 1 2 3 4 [5] public

- classic 1 2 3 [4] 5 modern

- shiny 1 2 3 [4] 5 matte

- cool 1 2 3 [4] 5 formal

- child 1 2 [3] 4 5 adult

- expansive 1 2 3 [4] 5 focused

- feminine 1 2 [3] 4 5 masculine

- need 1 2 3 [4] 5 desire

- expensive 1 2 3 [4] 5 affordable

- loud 1 [2] 3 4 5 quiet

- sophisticated 1 [2] 3 4 5 naive

- organic 1 [2] 3 4 5 industrial

- urban [1] 2 3 4 5 rural

- edgy 1 [2] 3 4 5 reserved

- regional [1] 2 3 4 5 national/global

- sexy 1 2 3 4 [5] gender neutral

- smart 1 [2] 3 4 5 basic

8. Create Associated word list

spirit, unity, grounded, fun, creativity, variety, diversity, community, local, warm, welcome, modern, contemporary, comfort, enjoyment, open, relaxed, urban, specific, public

Successful Logos: