Chapter 11. Colonizing Company’s brand identity
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Chapter 11. Colonizing Company’s brand identity Brand communication The central part of Planet B is the brand identity of a private space travel corporation, which has gotten its digital and analog representation in the installation. In my speculative futuristic scenario this is the only company that provides services for Mars colonization. This monopolistic giant is extremely popular in 2050 – it helped already over one million people to settle on the red planet. And it is also going to change the life of the main character of the project, the owner of the room. As Elon Musk inspired me, even provoked me, to do this project, it is clear that he and his businesses are the real-life prototypes of the depicted company. Partly because of the copyright issues, partly in order to create the right impression, I never mentioned his name. Instead, in the project I use the description: “the most famous space-businessman of the first half of the century, who needs no introduction.” It is true that Musk is often depicted as a Messiah of our times. But not mentioning his name openly while listing his accomplishments creates not a Messiah but more of a Voldemort impression – “You-Know-Who” or “He Who Must Not Be Named.” The name of the corporation is also not random. I noticed that Elon Musk always approaches naming with humor. One of his companies is called The Boring Company. It has a funny ambiguity in the name because the company has obviously nothing to do with boredom. Thus to create a parallel with Elon Musk’s naming style I decided to use this existing construction “present participle + company” because of its variability and a potential to create a consistent brand architecture of the corporation.
