Brand Identity

To create a successful brand identity within a promotional package the following will need to be considered:

• Typeface
• Star image motifs/logos
• House colours
• Style feature
• Selling the music through the artitist's own image

To help me create a successful brand identity I have analysed bands with a similar genre to Ginny Grandad. By doing this I could match conventions and themes that may apply over a majority of dance/pop/alternative music. My initial thoughts were that the bands analysed would be very quirky and abstract in website, album cover and magazine advertisement, reflecting the modern style of the music.

Basement Jaxx



Scars, released September 21st 2009

The Basement Jaxx are a group that are represented through their music instead of a artist image, This is a convention of dance/altrnative genre. The albums released all denote abstract and seemingly unplausible images which suggest edgy, outstanding music. 'Scars' was released September 21st 2009, which displayed a very complex and far-fetched image that includes strong warm colours. Because of this it gives the impression of a strong identity and wanting to stand out.

The Typeface of Basement Jaxx has been constant throughout the groups music career. via the same masthead used in every album and promotional product. The capital letters used combined with the heavy and slanted typography gives the impression of a robotic, urban, sophisticated band.

Official website of the Basement Jaxx; http://www.basementjaxx.net/

With relation to house colours, Scars, breaks the rule to a certain extent due to the range of colours denoted. However there is a predominate use of blue and white which would suggest the main colours used. This thought could be enhanced via looking at the Basement Jaxx website.The use of an animal on the cover of Scars is a feature that isn't uncommon with the group. The incorporation of animals within the Basement Jaxx have helped the bands identity.  I think that with the range of shapes denoted it offers a different perspective of what people believe to work together and maybe connotes how seemingly irrelavant items can come together to create something new and interesting. This new and interesting idea could be linked with what the cover of Scars intends to provoke.

The Basement Jaxx website has a direct link with the Scars and even provides the same image as the album. The house colours are more easily identified on the website via the background and font colour predominatley used, this being blue, white and also pink, which may have not been as easily identified on the album cover. The link between the album cover and the website helps guide the audience towards more information; this is because the matching images will act as an indication of Basement Jaxx and helps identify the album in the store or encouragement to brouse the official site.

The magazine advert for the Basement Jaxx incorporates many of the stylistic features that are included in the album and website which creates the continued theme throughout the promotion.

   

Groove Armarda 

Groove Armada are a music duo that hold some of the same promotional conventions as the Basement Jaxx. The typeface of both albums 'White Light' and 'Black Light' are in block capitals that yet again provoke a sense of importance and declaration. If the font was to be serif it would provoke more of a personal, informal approach towards the band.

White Light released 18th October 2010 and
Black Light January 29th 2010

The house colours of both albums are black, white and grey, of which have direct links with the Groove Armada website. The simplicity of black and white may have been used to act as a subtle signifier instead of a declaration of an array of colours such as Basement Jaxx's Scars. I think that by this being done, it presents a level of maturity Groove Armada have achieved as they don't feel that a complex image needs to be chosen to create a promotional buzz. There is a sense of sophistication within the choice of colours as black can connotes elegance and white connotes purity.

The name Groove Armada in itself is the star image motif; the effect of this creates a direct link to audiences without giving them the need to connect the logo to the artist.

As the band I'm using for my music video is unsigned I would need to steer away from the use of simplicity for effect due to the lack of proliferation of my music choice.

Official website of Grove Armada; http://www.groovearmada.com/

The Groove Armada website continues to hold the house colours established with the album cover which helps promotion as audiences wont be put off by clashing ideas of the bands image. There is a sleek, sharp look to the homepage through the use of boxes that confine information leaving white space that could be seen as pleasing to the eye.

My Artist

Potential original image of container that will be edited for promotion

I will use my initial idea of using Haribo Heart Throbs being the star image motif of my band; I believe that this will connote the sharing of love and happiness in a simple form. Because of the direct message I want to display, I will use the Haribo container as the main image for the album cover. Styling the image around the Haribo box I will change the mast head from 'Haribo' to 'Grinny Grandad'; also with the sweets in mind I want my house colours to be white and red. These house colours would be used in both my album cover, website and magazine advertisement along with images of heart throb sweets. I believe all these features will reflect back on the star image motif and therefore will promote the artist very well. Through the duration of my music video I will include close up shots and shots including my

heart throbs container which will show how the
video is linked with my other promotional products.