Brand Development / Discovery, Positioning, Name, Tagline, Logo and Identity
[ BACKGROUND ] THE BLUE KNIGHTS IS A WORLD ACCLAIMED PERFORMANCE GROUP. SINCE ITS INCEPTION OVER 50 YEARS AGO AS A DRUM AND BUGLE CORPS, THIS DYNAMIC COLORADO ORGANIZATION HAS GROWN TO INCLUDE MULTIPLE PERFORMANCE GROUPS AND SUPPORT ORGANIZATIONS, EACH PROVIDING A UNIQUE EXPERIENCE AND OUTLET FOR THE YOUTH PERFORMANCE ARTS.
[ CHALLENGE ] IN AN EFFORT TO CAPITALIZE ON ITS SUCCESS AND EQUITY, THE BLUE KNIGHTS ARE DEVELOPING AN OVER-ARCHING OMNIBUS BRAND. OVER TIME, THIS OMNIBUS BRAND WILL GROW IN VALUE AND AWARENESS AS A TRUSTED LEADER IN ACTIVE PERFORMANCE – ONE THAT RESONATES TO EVERYONE LOOKING FOR SOMETHING MORE, SOMETHING SPECIAL, IN PERFORMANCE.
[LOGO] "ELEVATING LIFE EXPERIENCE" ASCEND PERFORMING ARTS PROVIDES A TRANSFORMATIONAL LIFE EXPERIENCE AND THEIR NEW LOGO BRINGS THE BRANDS PROMISE TO LIFE. LEVERAGING EXISTING COLORS, THE LOGO REFLECTS THE ASPIRATIONAL FEEL OF THE ORGANIZATION AND PARTICIPANTS, CREATING A DYNAMIC AND VIBRANT IMPRESSION. THE RISING STAR IMAGE BREAKS FREE OF RESTRAINTS, REFLECTING THE ENERGY OF ITS ENSEMBLES, WHILE ITS SOARING CONTRAIL SUGGESTS A STYLIZED "A" OR ROCKY MOUNTAIN PEAK.
[ CREATIVE STRATEGY] THE NEW BRAND COMMUNICATES ASCEND PERFORMING ARTS UNIQUE TRANSFORMATIONAL EXPERIENCE AND THEME AT EVERY TOUCH-POINT. GROWING HIGH PERFORMANCE YOUTH INTO HIGH PERFORMANCE ADULTS, THE BRANDS ASPIRATIONAL FEEL TIES TOGETHER THE ALTRUISTIC VISION OF THE ORGANIZATION WHILE THE ENERGY AND ARTISTRY FOUND IN COMPETITIVE PERFORMANCE. THE BRAND FOCUSES ON THE INDIVIDUALS PERSONAL PATH TO SUCCESS, CONNECTING THEM WITH AN EMOTIONAL COLOR PALLET AND COMMUNICATING PARTICIPANTS PASSION. THE BRAND SEEKS TO BREAK THROUGH TO GAIN AWARENESS AND CONSIDERATION FROM POTENTIAL SPONSORSHIP AND DONATION ORGANIZATIONS.
