2. • You are the CEO
• Deliverable:
• Paper OR
• Non-narrated Presentation (Ebook)
3. • Resources: Listed on Assignment Sheet
• Five Elements that MUST BE PRESENT:
1. Brand Name
2. Logo
3. Tagline
4. Corporate Culture
5. Mission Statement or Mantra
4. • Why did you select this name?
What is the back story?
• Discuss its strengths and any
concerns you have with the name.
• Is the name protectable as
outlined on USPTO.gov?
• What category does it fall into?
(Based on “Pursuing Strong Brands”
article posted on FSO)
5. • How are the “laws” of shape
supported?
• Why do you believe this is an
effective logo?
• Which type of logo would be best
suited based on the categories
presented?
• Define why your logo reflects your
unique brand.
6. • Provide the following:
• An example of an actual logo from
your main competitor. Describe in
detail its main attributes and brand
essence based on the logo elements.
• An example of an actual logo from
another company that you feel is
effective in conveying the spirit of the
logo you want. Describe in detail its
main attributes and brand essence
based on the logo elements.
7. • Provide the following:
• Your logo by showing a sketch, mock-
up or an actual logo with details in the
areas of style, color, shape and overall
design.
• Helpful sites:
•www.logodesignlove.com
• www.identitydesigned.com
•
www.underconsideration.com/brandn
ew/
•www.identityworks.com
• www.brandrepublic.com
10. • Create a tagline consistent with
your brand identity.
• Show the tagline with the logo you
created…NO QUOTES.
11. •Answer
• Why is this an effective tagline?
• Does this tagline speak to your
customers/clients? How?
• What type of tagline does this
represent?
• Does the tagline reinforce the brand
message?
• Does it distinguish your company
from your main competitor? How?
• Does it command action?
• Is it short, unique, easy to say and
positive?
12. • What will be your
primary company
objectives or corporate
vision?
• Describe your
company’s main values
& beliefs
13. • Answer
• How will you carry out
these objectives?
• How do you define
your corporate vision?
• Provide at least TWO
examples of HOW you will
develop a strong culture.
14.
15.
16.
17.
18.
19. • How and where will this mission
statement/mantra be communicated?
•Is it directed to employees, customers or both?
•Does your mission statement/mantra
incorporate direction, focus, policy, meaning,
challenge, and passion?
•Is it concise, unique, and memorable?
•Does it tell your company story in less than 30
seconds?
•How is it different or unique from your main
competitor? Include their mission
statement/mantra.
