Full Sail University - EBMS Brand Identity Project

1. Identifying the Orlando
Indie Lounge Brand
By Allyson Urban
Full Sail University
February 20, 2011

2. Brand Name
Company Name: Orlando Indie Lounge
Category: Descriptive (Van Hoosear & Evans,
n.d.). This new artist coffeehouse and bar will
be located in downtown Orlando. “Orlando” is
the location, “Indie” describes the type of
entertainment, and “Lounge” represents the
hang-out and drink atmosphere.

3. Brand Name
Backstory: Trying to come up with a catchy,
unique name to represent this new venue was a
challenge because the blended ideas of indie
artists, coffee and alcohol were a lot to
incorporate in one short title. A couple other
brand name ideas I looked at were “The Hot
Spot” and “Urban Lounge,” but both names are
already being used by different establishments
across the country.

4. Brand Name
Backstory continued: Then I came up with
“Stop, Drink and Listen” but realized that was
really a tagline, not a business name. I settled
on “Orlando Indie Lounge” because the name is
unique enough, yet will not confuse the
consumer as to the type of venue it is.

5. Brand Name
Name Strengths:
“Orlando Indie Lounge” is not already being
trademarked, according to a search I did in the
TESS database. (There is an
indiemusiclounge.com, but it currently appears
to be out of commission when you visit the
website.)
Easy for the consumer to understand and
remember.
It is not generic.

6. Brand Name
Name Weaknesses:
It’s not fanciful, arbitrary or suggestive, as
Van Hoosear and Evans (n.d.) suggest that
a good protectable name should be.
It’s possible to protect as some descriptive
names are, but it will be hard.

7. Logo
Logo !
Preliminary
Sketch:
Logo Type: Wordmark. Chosen because the brand name is longer and I
didn’t need an image to go along with it and make it even more complex.
Font: American Typewriter. Chosen for its unique, laid-back feel.
Color: Bright Blue. Chosen because it is different than the competition.
The lettering for the venue sign will be lit up in blue neon light.

8. Logo
Competitors Logos:

9. Logo
Two of Orlando Indie Lounge’s main local competitors,
Starbucks for coffee, and House of Blues for live
performance/bar venue, use the colors green and red. To
stand out against them, I took the advice of Ries and Ries
(20o2)and chose an opposite color for my wordmark - blue.
Also since their logos are circular and heart-shaped, I wanted
to go with a more boxy outline to stand apart.
I did however like House of Blues’ more indie, rough-cut feel
to its lettering and that is something I’d like to draw on for
my own logo.

10. Corporate Culture
Orlando Indie Lounge Company
Objectives:
Provide great customer service for coffeehouse and bar patrons.
Provide a great atmosphere for new artists to showcase their music.
Always maintain a positive attitude and energy.
Encourage differences and treat all other employees with respect.
Work hard, but have fun doing it.

11. Corporate Culture
At Orlando Indie Lounge, we allow casual dress with matching
company T-shirts (to distinguish employees from patrons); employees’
choice of denim or other casual bottom (whether it be a skirt, shorts or
pants); and close-toed non-slip shoes for safety (whether it be sneakers,
flats, etc.).
We also encourage the freedom of self-expression with body piercings
and tattoos.
Being indie is about not caring so much what other people think. If our
employees are comfortable in their own skin, in their own dress, then
they will be happier employees and motivated to work twice as hard
when they come into work each night.

12. Mantra
Our Mantra: “Providing a great buzz for raw
talent.”
Its Double Meaning: It is our job to serve coffee
and alcoholic beverages, therefor providing
customers with either a caffeine or alcohol buzz
while they listen to live indie music. By
showcasing these new bands/artists, we are also
creating a buzz, or getting the word out, about
their musical talent.

13. Mantra
The company mantra is directed at employees and
will be communicated clearly to each new employee
upon being hired. It will also be reiterated at each
staff meeting and on the company website, Facebook
and Twitter pages. Though the mantra is memorable
on it’s own, company leadership will work to ensure it
is not forgotten.
The mantra is concise and unique and demonstrates
the very important company focus and passion for
coffee, alcohol and new live music.

14. Tagline
Our Tagline: !
Tagline Type: Imperative. It commands the
action of the target market, whether they are
searching online for a fun nighttime activity,
or are walking up to the bar on a night out in
downtown Orlando. It speaks to the customer to
take time to stop in, have a drink and listen to
some great live indie music.

15. Tagline
!
Logo
with
Tagline: !
Tagline Effectiveness: It is easy to say and catches the consumer’s
attention by first telling them to “stop”. Although the logo’s border
may have to be reworked slightly, the tagline slanted underneath gives
emphasis to the fact that this venue brings something different and
unique to the area. With “listen” being the biggest word in the tagline
visually, we are emphasizing the live music aspect of our coffeehouse
and bar.

16. References
Ries, A., & Ries, L. (2002). The Law of Shape and The Law of Color. In The 22 immutable laws of
branding (pp. 83-90). New York, NY: HarperCollins Publishers Inc.
Trademark Electronic Search System [TESS]. (n.d.). Available from http://tess2.uspto.gov/bin/
gate.exe?f=searchss&state=4004:pdim8t.1.1
Van Hoosear, J., & Evans, J. (n.d.). Pursuing strong brand. Available from www.iam-magazine.com
Images:
[house of blues logo]. Retrieved February 20, 2011, from http://culturemap.com/eventdetail/gipsy-
kings-house-blues/
[starbucks logo]. Retrieved February 20, 2011, from http://chattahbox.com/technology/
2010/06/16/starbucks-finally-offers-free-wi-fi-big-whoop/attachment/starbucks-logo/