Motown: Visual Standards Guide

The visual standards guide

Motown Redefines.

01 REVIVING MOTOWN Mission Statement

10

Why a new vision?

14

Visual change

16

02

03

04

BIRTH OF A NEW ICON

VISUAL GUIDELINES

NEXT STAGE

New graphic

20

Color palette

42

New genre explained

66

Final wordmark

24

Logo usage

48

What’s ‘Stage Arts?’

68

Final logo

28

Typography

54

Next stage

70

Sizing guide

34

Photography

58

Breaking racial barriers 8 Re -branding Motown

Antoine Hunter At the Deaf Dance Festival: Exploring What Lies Behind Identity, he is an award-winning African-American Deaf choreographer, film/theater actor, dancer, poet, speaker, mentor and Deaf advocate.

CREDI T/ PHOTO GR APHER: JESSE TARVER

Breaking racial barriers

“I’ve been alone for a long time, and I really dont want people to be alone.

So, I’m always trying to bring people together.”

9

—Antoine Hunter, Founder of Urban Dance Jazz

Visual Standards Guide

01

REVIVING

Mission Statement

10

Why a new vision?

14

Visual change

16

Reviving Motown

Mission Statement What the new motown stands for.

Our Belief Motown is more than just a performing art organization, we stands for something bigger. We strive to bring the minorities together to break racial stereotypes, create a positive dialogue through artistic self expression by uniting and empowering their talent in the arts field.

12

When people work together towards a common goal, they appreciate that their “voice” and interests are heard and understood by others. This joint effort creates a sense of acceptance.

The arts increase an individual’s sense of belonging or attachment to a community as well as introducing the minorities to new experiences; which encourages artists to engage in social and creative activities while feeling part of a larger community. It’s about trust and developing interpersonal skills and friendships.

We are about knowledge, empowerment, providing the resources and opportunities for the minorities to grow and thrive in the theatrical and performance arts field.

Re -branding Motown

Reviving Motown 13

Breaking racial barriers through empowering and uniting minorities in the performing arts community.

—NEW MISSION STATEMENT.

Visual Standards Guide

IDENTITY EVOLUTION Comparing Motown’s old monograms with our new logo, looking at differences and similarities.

Reviving Motown 14

1962–1965

1965–2017

Bold ‘M’ with straight and well grounded stems as well as a sharp and edge vertex.

Designed by Bernie Yeszin, this monogram is iconic and recognizable.

It’s bold and artistic. The stems are designed at an angle and separated with thin lines.

Re -branding Motown

Reviving Motown 15

1965–2017 Alternate logo designed by Bernie Yeszin, used with its word mark. A condensed sens serif.

2018+ The brush strokes are used to illustrate the word expressive; An arrow pointing upwards signifies empowerment and pride.

Visual Standards Guide

Reviving Motown

Why a new vision?

Motown stood for a cultural cross over but today we promote a positive artistic platform.

16

The reasons behind the revival.

Motown was known for being from Detriot, the sound of cultural cross over. Arriving at the height of the civil rights movement, Motown was a black owned, black centered business that gave white America something they just could not get enough of—joyous, sad, romantic, and fun music.

Around the 1967s, the Detroit riots happened, and eventually Gordy headed towards Los Angeles. Motown started to lose some of its artists and some acts started to diminish. Around 1988, Gordy sold the company to MCA, which in turn sold it to Polygram, and later to Universal.

Motown changed from being the sound of cultural cross over to the sound of young America.

The new Motown vision Today Motown stands for more, we stand for all minorities in the performing arts industry, we aim to break racial stereotypes by supporting the community, and empowering artists by giving them the right tools, networking platform, encouraging collaboration instead of competitions as well as partnering with artists and organizations to provide grants.

Re -branding Motown

Reviving Motown

18

Re -branding Motown

Reviving Motown 19

Stationary system The stationary system will be minimal and sophisticated, have a modern look but the logo and colors will be the expressive part of the visuals.

Visual Standards Guide

Reviving Motown

Visual Change Comparing the overall feel of the Old and New.

Old Visual System The overall visual look of Motown Deprives greatly from the 1950-1960’s era, mostly black and white images, always looking clean and proper.

20

New Visual System Keeping the black and white images for that classical look, but we are going to include warmth, expressiveness, movement, and a friendly, approachable, and confident and empowered imagery.

Re -branding Motown

Old Vs. New Left: Motown’s old body movement and style vs. Right: New style, of free flowing and expressive.

CREDI T/ PHOTO GR APHER: JESSE TARVER

21

Visual Standards Guide

02

BIRTH OF

New graphic

20

Final wordmark

24

Final logo

28

Sizing guide

34

Bir th of an icon

New Graphic A closer look at the anatomy.

Reasons behind the logo Our logo is made of three key elements, a brush stroke, an arrow, and the iconic letter ‘M’. We have carefully selected those elements for the reason that they showcase our motto, soul and mission clearly.

24

If we were to look at our keywords, every one of them links back to the logo and mission statement. Empower, is the feeling of being elevated, the feeling of pride and confidence, the inner strength and the passion to peruse one’s dreams. Therefore, the arrow pointing up signifies the word empowerment.

On the other hand, Motown loves to call their audience Motowners, giving them a special name to connect with the brand, We want to encourage our Motowners to use their talent and be artistically self-expressive, we encourage them to be courageous and stand under the spotlights; that’s where our brush stroke comes in place.

The brush stroke is a symbol for being able to use that brush to mark one’s identity. The texture of the brush itself clearly shows an expressive characteristic. Last but not least, the letter ‘M’ is iconic when it come to Motown.

Re -branding Motown

Bir th of an icon 25

Final Graphic Mark This is Motown’s final graphic mark, it can be used on it’s own or combined with the word mark.

Visual Standards Guide

LOGO CLEAR SPACE Free space must be kept around the graphic mark by using a circle and the radius of 0.15 inches, keeping in mind that the graphic icon can sometimes be used freely on the edges of imagery, The logo usage section elaborates more.

Bir th of an icon

Circle Radius 0.15’’

26 0 01

13 X

Motown rebranding

2.25 X

Re -branding Motown

8.5 X

LOGO ANATOMY Even thought our logo is expressive and can be drawn with the a 6.0 synthetic brush and water-based acrylic. We have provided the measurements below to maintain the over all aesthetic, keeping in mind that the strokes are around the same size but curve in certain places and that is achieved with using a circle.

1.5 X

X

3.5x -45o

0.5x

11 X

5x

4x

4.5x

Bir th of an icon

Final word mark The city of Detriot inspired the typeface choice for the word mark.

Detroit’s bankrupcy We have chosen Hurme Geometric San No.1 for its sharp edges and rounded ‘O’s. We looked back at the History of Motown and Detroit as a city. Detroit is the largest city in the Midwest, in the state of Michigan.

28

Motor city ties to the auto industry, giving it the nickname, hence, the name Motown came from. Detroit is also known for being the birthplace of Motown Records, however on July 18, 2013, Detroit became the largest U.S. city to file for bankruptcy. It was declared bankrupt on December, 2013.

City and Typeface The city of Detroit is strong, went through ups and downs, from bankruptcy, to crime, homelessness, losing businesses, to the point where Detroit has been described by some as a ghost town. But its still fighting. Therefore, the typeface of the word mark has sharp edges, well grounded slabs and friendly Os.

Re -branding Motown

Bir th of an icon 29

Final work mark Hurme Geometric No.1 modified, slabs were added, big kerning to add white space to show approachability and the ‘W’ is altered from the original typeface to create harmony.

Visual Standards Guide

WORD MARK CLEAR SPACE For all versions an area of free space must be kept around the logo, no other type or graphic symbol can appear any closer than a distance equal to the circle radius of O.15’’ Bir th of an icon

Circle Radius 0.15’’

30 1 0

x

0.5x

0.5x

0.45x

x

Motown rebranding

x measurements

Based on the diagram on the right, the x is the space that the stem of the letter M and slab serif occupy.

The same is used for the spaces between the letters when scaled down to a smaller size.

Re -branding Motown

X

X

X

X

X

X

X

3.5 X

5X

4X

Black dotted line

In this specific diagram the dotted line stands for reflection, each letter is cut in half and reflected.

3.5 X

Bir th of an icon

Final Logo A combination of the pefect elements to create the new Motown logo.

Back to history Motown’s logos were always linked to detroit, known as the morot city. Automobiles and almost indesturial were the elements that brought the old logo together; the letter ‘M’ became Motown’s widely known logo.

32

Today Keeping the ‘M’ and turning it into an artisticly expressive graphic is what Motown stands for today. The new logo is diverse and fun to use however its very essential to keep use it the right way.

Re -branding Motown

Bir th of an icon 33 Visual Standards Guide

Main logo

This is the primary and final logo, can be used in color by following the correct usage guide.

LOGO CLEAR SPACE If you were to look at a stage, it is made in a way where the performer has enough space to express and so does our logo. We look at our logo as if it was a person on stage, under the spotlight, the center of attention; therefore, the new Motown logo needs the right space around it.

Bir th of an icon

How is that done? It’s about keeping the word mark the center of the graphical symbol. The ‘M’ is our performer, being expressive, bold, strong, looking up and feeling empowered while the word mark goes at the bottom, supporting the monogram while keeping the ‘O’ in the middle of the second stroke..

Circle Radius 0.15’’

34 Re -branding Motown

x x x

1.5x

2x

2x

x

4x

REVERSE LOGO Below are the graphic, word mark, as well as the logo in black and white including reverse and gray scale.

Bir th of an icon

Logo

36

Graphic

Word mark

Re -branding Motown

Bir th of an icon 37

Logo usage

Above: A reversed cut out.

Below: how the logo can be used on a colored background

Visual Standards Guide

Bir th of an icon

Sizing Guide Expressive but clear and legible.

38

Keep in mind Always follow the chart on the right page to make sure that the logo keeps it’s artistic and expressive look while keeping it legible, and the same goes to the word mark. Motown’s new logo can be used as a monogram as well as with a word mark, however in all cases, it must keep its personality while being very clear.

Logo on stage Think of the logo as a performer on a stage, no matter how far or close the audiences are, they can still see him/her very clearly, understood, and the expressions can still be seen, heard and felt.

Re -branding Motown

Wordmark

Symbol

Bir th of an icon

Signature

1 inches

39

0.5 inches

Visual Standards Guide

0.25 inches

Bir th of an icon 40 Re -branding Motown

Lin-Manuel Miranda backstage He is a Latin American actor, playwright and composer, best known for creating and starring in the Broadway musicals, Hamilton and In the Heights.

CREDI T/ WEB: HOL LY WO OD REP OR T ER

Bir th of an icon

“The fun for me in collaboration is, one, working with other people just makes you smarter; that’s proven.”

41

—Lin-Manuel Miranda, Actor

Visual Standards Guide

03

VISUAL

Color palette

42

Logo usage

48

Typography

54

Photography

58

Visual Guidelines

Color Palette Redefining colors of the past.

Redefining the labels Motown’s new colors stems from Motown Sound’s logos, Four of which have strong colors Blue for Motown Records, Purple for Soul, Red for Gordy, and Yellow for Tamla.

46

We took the old colors and refined them into more robust colors that fit our time today, each color has a story and stands for what Motown was and still is, what we hope to become, achieve, and aspire.

Therefore, Blue stands for Confidence and Knowledge, Yellow for Energetic and Liveliness, Red for Passion and Strength, and finally Purple for Power and Elegance.

Re -branding Motown

Expressive Palette for Graphic elements

Classic Palatte for Typography

Visual Guidelines

Motown’s Previous Label

Primary

100%

70%

Seconday

Elegant Purple

Confident Blue

Energetic Yellow

Passionate Red

Empowered Black

CMYK 35 80 0 0 RGB 165 85 160 PANTONE U 2405 PANTONE C 7655

CMYK 75 25 25 0 RGB 60 150 175 PANTONE U 2391 PANTONE C 7697

CMYK 0 25 0 100 RGB 250 190 50 PANTONE U 121 PANTONE C 1225

CMYK 0 100 100 0 RGB 235 35 45 PANTONE U 185 PANTONE C 485

CMYK 0 0 0 100 RGB 35 31 32 PANTONE U BLK PANTONE C BLK6

47

30%

Visual Standards Guide

GRAPHIC MARK IN COLOR Motown’s new logo can use any of the following colors.

Visual Guidelines 48 Re -branding Motown

WORD MARK IN COLOR The colors for the wordmark is labeled as empowered and artistic, both can be used.

Visual Guidelines

Empowered

49

Artistic

Visual Standards Guide

LOGO IN COLOR When the graphic and word mark are combined together, one of the options below can be used.

Visual Guidelines

Logo from the Classical palette.

50 Re -branding Motown

Visual Guidelines

Expressive palette

51

Visual Standards Guide

Visual Guidelines

Logo Usage Ensuring to keep Motown’s new logo under the spotlight.

52

How to use the new logo.

It’s very essential to use the correct usage of the new Motown’s logo, we want it to stay legible but still interesting to look at. Our logo is an important part of our brand, The logo represents our identity and is a valuable piece of our personality. However, it is simple to use and the following pages will explain the correct and incorrect uses of the logo.

Motown’s new logo is versatile, can be used on images, as a stand-alone monogram, a word mark, or combined together Remember, the logo is the focus, that object under the spotlights, always expressive, legible but also clear.

Re -branding Motown

Visual Guidelines 53 Visual Standards Guide

Logo on images Can be used on the edge of a black and white photo.

IMPROPER USAGE Below are the incorrect usages of the logo, many of these examples do not follow our visual guidelines and hinders its legibility and clarity; putting it at risk of dulling the stage and not being under the spotlight.

Visual Guidelines

Logo

54

Graphic

Word mark

Re -branding Motown

No Red Red is in our color palette but we do not use red in our graphical element because it looks like ‘blood’.

No Rotation / all colors The graphic mark looks like the arrow is pointing to many different directions and the word mark does not fit with our mission statement.

Visual Guidelines 55 Visual Standards Guide

No Stretching / all colors Stretching can sometimes be illegible and poorly designed.

No Alter / all colors Do not changed placements of the elements and alter them as it will interfere with the meaning.

No off palette colors / all colors Colors that don’t belong to our palette can get confused with other things.

PROPER USAGE Below are the correct usages of the logo, many of these examples follow our visual guidelines, its legible and clear; shines brightly on stage and under the spotlight.

Visual Guidelines

Logo

56

Graphic

Word mark

Re -branding Motown

Red can be used for the wordmark The altered typeface works well with the color red and it belongs to our classical color category.

All colors in the primary palette All colors can be used for all graphic and word marks separately as long as they belong in our primary color palette.

Visual Guidelines 57 Visual Standards Guide

Combining colors / All colors When combining oclors from the primary color palate, the wordmark must stay black, and the graphic mark can only be changed from the colors in the graphic elements palate.

Classic Images / Expressive colors Graphic symbol can be placed at any corner of the classic images as long as its legible. Word mark must always be at the left corner using the correct clear space.

Colored Images / Expressive colors Graphic symbol can be used at any corner and word mark on the left using the correct clear space.

Visual Guidelines

Typography usage History and concept behind the typefaces chosen for the new visual guidelines Publico Publico is a serif typeface designed by Paul Barnes and Christian Schwartz. It is available in three variations, Publico Text, Publico Display and Publico Banner.

58

Publico Text was created with comfortable reading in mind, Display was created for more prominent headline usage and Publico Banner was created for use at huge sizes with its expressive contrast between thick and thin strokes. Publico Banner when set tightly can have a very 1970s look and feel it to.

Atlas Grotesk Atlas Grotesk is a grotesque sans-serif typeface designed by Kai Bernau, Susana Carvalho and Christian Schwartz, it was released through Commercial Type in 2012.

The design was inspired by sans-serifs from the 1950s, Atlas Grotesk makes a great alternative to Helvetica, Atlas Grotesk is available in six weights—thin, light, regular, medium, bold and black—each with matching italics. hip and new.

Re -branding Motown

Visual Guidelines

Strong and Approachable Comfortable to read, easiness, has a character, personality, sharpness of the serifs gives it a spark. ball terminals soft, and contemporary.

Publico 59

Atlas Grotesk I’m friendly Clean, fresh Clear, Simple shapes but big strong and a statement also friendly, like the rounded sides in the T and A.

Visual Standards Guide

TYPEFACES HIERARCHY Comparing Motown’s old monograms with our new logo, looking at differences and similarities.

Visual Guidelines

You’re a star Shinning under the spotlight

60

Talented, collaborative, knows the correct words and works well with others on stage.

INTELLIGENT AND SERIOUS Friendly and approachable.

Can be seen even from far Expressive and can be heard even when words aren’t spoken.

Re -branding Motown

Visual Guidelines

Title Subhead

61

In-text body copy.

SECOND SUBHEAD In-text body copy

Caption title Information and details under the caption.

Visual Standards Guide

Visual Guidelines

Photography Style Setting the right tone for imagery.

Three categories The new Motown classified the photography style under three different categories, expressive, classical, and friendly but making sure that the colored photography have a warmth, golden look to them.

62

Expressive The style for the expressive photography relies on body movements, facial expressions, and performance to signify the freedom of artistic expression.

Friendly Showing diversity between the minorities in the United States in a collaborative, friendly manner to symbolize unity.

Classical Black and white images with high contrast to represent confidence, pride, and empowerment.

Re -branding Motown

Visual Guidelines

Friendly Collaboration and unity.

Classical Confident and empowered.

63

Expressive Movements and expressions during a performance.

Visual Guidelines 64 Re -branding Motown

Solange Nicole She is an upcoming young poet, author and artist.

CREDI T/ PHOTO GR APHER: T R ACY JAMES

Visual Guidelines 65

“What truly sets us apart from each other is whether or not we truly know ourselves enough to reflect objectively; through our own unique voice.”

—Solange Nicole, Poet

Visual Standards Guide

04

NEXT

New genre explained

66

What’s ‘Stage Arts?’

68

Next stage

70

Nex t stage

New genre explained Understanding the type of arts new Motown is pursuing.

70 Re -branding Motown

Media Arts

Performing Arts

Photography Cinematography

Music Dance Theater

Visual Arts

Literary Arts

Paintings Sculpture/installations Design

Poetry Novel Short stories

The Arts as a whole This pie chart explains the four main categories in The Arts field.

Media Arts

Performing Arts Music

Photography

Cinematography

Previous Motown Motown was very specific in what it used to do, concentrating on the music industry.

Nex t stage

Dance

Theater

Paintings

Poetry

Sculpture/ Installations

Novel Design

Visual Arts

Short stories

Literary Arts

71

Performing Arts

Media Arts Music

Photography Dance

‘Stage’ Arts Cinematography

Theater

Paintings

Poetry

Novel Design

Visual Arts

Short stories

Literary Arts

New Motown Motown is going to concentrate on Performing arts as a whole including poetry.

Visual Standards Guide

Sculpture/ Installations

Nex t stage

What’s Stage Arts?

We believe that self expression is essential, therefore encouraging the minorities to stand on stage to share their talent is a form of artistic expression that elevates one’s talent and confidence

72

Stage /stāj/ noun The stage is a designated space usually for the performance of productions.

The stage also serves as a space for actors or performers and a focal point for the members of the audience.

Arts/ärt/ noun The expression or application of human creative skill and imagination.

Re -branding Motown

73

Visual Standards Guide

Next Stage Nex t stage

Our future extensions are going to introduce a variety of products and opportunists.

74 Re -branding Motown

1.

Performer Magazine

(P)

14.

Gordy’s Fundraiser

(Ev)

2.

Motown Publishing

(S)

15.

Minority Fourm

(En)

3.

Gordy’s Recording

(S)

16.

Speak Up, Motowner

(Ex)

4.

M–Streaming

(S)

17.

M—Helps Another

(Ev)

5.

Talent Agency

(S)

18.

Motown Academy

(En)

6.

Motown Center (HQ)

(En)

19.

G&J Scholarship

(S)

7.

M–Network App

(P)

20.

Motowner Summer Camp

(Ex)

8.

Motown’s Rent-A-Space

(S)

21.

Elevate-A-Performer Program

(S)

9.

The Sound of ‘You’ Festival

(Ev)

22.

Gordy’s Collaboration Workshop

(En)

10.

Motown Connect

(Ev)

23.

Gordy’s Senior Arts Center

(S)

11.

Independent Motowner

(Ex)

24.

M–Curriculum

(Ev)

12.

Open Mic

(Ev)

25.

M & Disney 0n Stage

(Ex)

13.

Motown Cares

(En)

26.

Gordy’s Records

(P)

27.

Motowner Stage Apparel

(P)

28.

Motown Archives

(P)

29.

Motowner Instruments

(P)

30.

M–Collects

(Ex)

Nex t stage

Motivate

Create

1.

5.

2.

4.

12.

8.

16.

22.

27.

15.

25.

23.

3.

29.

18.

6.

9.

26.

30.

10.

75

13.

24.

28.

11.

20.

17.

21.

7.

14.

19.

Unity

Visual Standards Guide

Give

A united support system Motown strongly believes that we can unite together to strength our network and purse our performing arts dreams together.

Motown Media 1. M–Performer Magazine: Our magazine is going to cater to the minority artists by providing everything related to the performing art industry. Focusing on the entire performing arts lifestyle, it features articles on dance, theater, music, and successful performers, and numerous other topics in the industry. It also, Explores innovative work in theatre, performance art, dance, video, writing, sound, and music, bringing together all live arts.

(S)

2. Motown Publishing: A publishing house that encourages literary artists to share their work by publishing it; Designed with the minority performer in mind, Motown Publishing House is an urban space in the heart of Detroit.

It will concentrate on literature and poetry that focuses on many different issues, themes, and critique, Motown’s mission is to make books accessible to as many individuals as possible including our targeted audience.

(S)

3. Gordy’s Recording: Gordy started Motown as a record label that helped African Americans to expand and share their talents with the rest of America; therefore, Motown will continue to record; it will record literary projects as well as all performance arts made by the minorities. B. G’s Home: Since, Berry Gordy was born in Detroit and its a city they went through lots of ups and downs, the recorded products from the studio will be sold and 10% of its profit will go to those in need in Detroit as a way to give back to the city that made Motown.

(S)

4. M–Streaming: An Online streaming platform, where the viewer can subscribe by creating an account. Motown Streaming will cover all performing arts related news, shows, documentaries, films, and even a radio pod cast making it easily accessible, at anytime and anywhere.

(S)

5. Motown Talent Agency: A website that offers an easy search engine to help talented performers find the best agent that fits their needs and help them obtain jobs in the industry as well as offering, portfolio reviews.

Nex t stage

(P)

76 Re -branding Motown

Motown Connect (En)

(En)

b. Motown Theater: A venue for live events, such as concerts, ballet, dance, Broadway, musical and many performances in relation to the minorities.

(P)

(S)

9. The sound of ‘You’ Festival: A music festival that will occur annually, going to feature minority musicians including a live concert, merchandise and cultural food to support the community.

a. Disabled Children and Youth: Monthly performing arts classes that are designed for children and youth with disabilities as an opportunity for them to explore movement and dance in a recreational setting.

(Ev)

(Ev)

14, Gordy’s Fund-raiser: Selling posters signed by the entire cast and auction the artifacts used on theater to raise money that will go to the low in come communities in Detroit.

77

(En)

a. Youngsters from low-income homes & Homeless: Monthly classes that will target those who are young and at risk such as kids who live in city shelters or poor, harmful environments. Will offer performing art workshops to create an environment that is therapeutic, creative and supportive.

7. M–Network App: What makes this app different from others is the fact that it’s a social platform providing the minority artists a way to connect and network with each other. A way to support each other in the industry.

8. Motown’s Rent-A-Space: A warehouse that is going to provide studios to be used for any self-expressive art and projects for artists to use at their leisure. This is a way to encourage the minorities to pursue their dreams by giving them a space.

13. Motown Cares: Successful minority performers and teachers who will volunteer to donate their time and guidance to nurture the youth’s creativity and talents by getting together to help the community. Therefore, by working together and using role play and storytelling will increase self confidence.

Nex t stage

6. Motown Center (HQ): a. Unity Museum: A museum and library that will house many books, photography, and history of Motown as well as the minorities role in the Arts through history to create a diverse place where people can learn more about each other and the world today.

Motown Community

15. Minority Forum: Bring back The Black Forum Label, known as Motown’s spoken word label. It was active from 1970 to 1973, known to capture the voices of Black Americans, past and current, such as, I have a dream speech by Martin Luther King; It will come back bigger and stronger by joining forces with the Black Lives Matter and the Minority Rights Group to encourage the minority groups to speak out, however it will enforce positivity and collaboration.

10. Motown Connect: A conference where artists, talent agents, business owners can get together. Will include a forum where people can present and hear new research and projects, providing a supportive environment for networking and collaboration. Therefore, it will create greater opportunities for the attendees.

(S)

11. Independent Motowner: A collaboration festival with Sidewalk Detroit, an organization that provides outdoor spaces around Detroit to celebrate the city, therefore, together we are going to present an event that introduces independent artists to share their performance and projects with the public.

(Ev)

16. Speak Up, Motowner: Jam sessions where minority artists can get together and share their poetry and performance art with each other artists and those who are interested in that field. It is a monthly poetry gathering where people can sign up to perform or watch, the theme will change from month to month.

(Ev)

12. Motown’s Open Mic: An event that features recognized artists from the minority neighborhoods to come and speak about their experiences in a fun lecture based dialogue on stage, will also include interaction between the audience and speaker, activities, as well as Q&A sessions.

(Ev)

17. M–Helps Another: A Campaign that raises awareness towards the minority, especially individuals who are struggling financially and try to find ways to give back through the arts.

Visual Standards Guide

(P)

Motown Knowledge (En)

Nex t stage

18. Motown Academy (M.A.): A performance art school that teaches students about the history of Motown and the knowledge and skills to become a performing artist on stage. It also includes, a. Become: Classes on Entrepreneurship in the Arts field especially for the minorities and what it takes to grow in that field.

(En)

22. M–collaborates workshop: We live in a world filled with competition so creating a collaborative environment is essential, it is valuable and approaches art differently, encourages working together as well as exchanging methods and problem solving as a team. During the workshop, participants will be paired up and challenged to work on a project together.

(S)

23. Gordy’s Senior Arts Center: The center aims to encourage seniors from the minority neighborhoods to maintain their passion for performing arts. The G.S.A.C offers a three months program that conducts a unique and collaborative performing arts classes and workshops for seniors as well as a performing arts fair once a year to perform in front of a live audience.

(Ev)

24. M–Curriculum: Motown will work closely with selected schools, collaborate together to create an extended curriculum tailored to learn the basics of performing arts and self expression on stage such as dance, music and theatre integrated with history social sciences and language arts.

(Ex)

25. M & Disney 0n Stage: Motown will participate in Disney’s Performing Arts On Stage program to feature performances from the Motown Academy, students will sign up and get a special Disney-Motown experience for two weeks that will take place in Los Angeles and Detroit.

b. Express: Classes that merges both abstract expressionism and the body movement to express an idea or a thought.

(S)

78

(Ex)

19. G&J Scholarship: William H. Johnson was an artist who made use of as primitive style of painting to depict the experience of African-Americans during the 1930s and ‘40s, Hence, The William H. Johnson Foundation For The Arts is A foundation that exists today and helps to fund “early career” for African-American artists, Therefore Motown will partner with the WHJ Foundation to give Scholarships to minority performance artists to peruse their dreams.

20. Motowner Summer Camp: The camp will occur during the summer holiday, between the months of June-August, it is a place for any hopeful young artist.

The program aims to instill a sense of excitement and confidence. a. Little Motowner: Children between that ages of 5-12 will learn skills in acting, singing and dancing by creating their own characters and collaborating b. Teen Motowner: Teenagers between the ages of 13-17 will also learn acting, singing, and dancing but that will also involve poetry. A combination of Linguistic and Non linguistic artistic expression.

(S) Re -branding Motown

21. Elevate-A-Performer program: An intense two weeks program to help struggling performers find the reasons behind their failures and turn them into successes, building a stronger portfolio, as well as learning the right tools to be successful.

Motown Retail 26. Gordy’s Records: A record’s store that will sell classical records as well as all the recordings made by Gordy’s recording label and since, Berry Gordy was born in Detroit and its a city that went through a lot of ups and downs, the recorded products from the studio will be sold and 5% of its profit will go to those in need in Detroit as a way to give back to the city that made Motown.

(P)

27. Motowner Stage Apparel: A store that will sell outfits, clothing, shoes, accessories and gifts made by the minorities to the minority performers, a way to motivate the both to support each other in any field; creating a bond that will encourage them to come together.

(P)

28. Motown Archives: a. Book Store: A shop that will sell books written and published by minority writers.

Nex t stage

(P)

b. Library: An archive of digital and printed books written by the minority as well as books and articles.

(Ex)

29. Motowner Instruments: A retail store that sells instruments and accessories made by the minority to encourage innovation, start ups, and technology.

79

(P)

30. M–Collects: Motown is an iconic label, therefore an Online store that sells and exchanges Motown memorabilia, album covers, tickets, magazines, and everything that is connect to the classic Motown can be exchanged and bought. Creating an environment where people can share their collectibles as well as communicating with each other.

Visual Standards Guide

Motown Media

Nex t stage

M–Performer Magazine Show casing minority artists work, events and everything that is related to the performing arts field.

80

Focusing on the entire performing arts lifestyle, it features articles on dance, theater, music, and successful performers, and numerous other topics in the industry. It also, explores innovative work in theatre, including dance, video, writing, sound, and music, bringing together all kinds of live arts in a thoughtful cultural dialogue between the minorities.

Re -branding Motown

Performer magazine is going to cater to minority artists by providing everything related to the performing arts, focusing on the entire performing arts lifestyle, it features articles on dance, theater, music, and successful performers, and numerous other topics in the industry. It explores innovative work in theatre, performance art, dance, video, writing, sound, and music, bringing together all live arts.

Nex t stage

81

Visual Standards Guide

Motown Media

Nex t stage

Motown Publishing Motown will concentrate on literature and poetry written by the minorities that focuses on many different issues

82

Designed with the minority performer in mind, Motown Publishing House is an urban space in the heart of Detroit.

It will concentrate on literature and poetry that focuses on many different issues, themes, and critique including those that are related to the minority public. Our mission is to make this literature accessible to as many individuals as possible including our targeted market of primarily readers.

Re -branding Motown

Nex t stage

83

Visual Standards Guide

Motown Connect

Nex t stage

Motown Center A center that will include a museum and a theater that will provide a venue for events.

84

Motown Center : A head quarters that will house two buildings, the Unity museum and Motown theater. It is going to be easily accessible and will provide a souvenir shop and a cafe that will include names of past Motown musicians on the menu. a. Unity Museum: A museum and library that will house many books, photography, and history of Motown as well as the minorities role in the Arts through out history to create a diverse place where people can learn more about each other and the world today.

Re -branding Motown

b. Motown Theater: A venue for live events, such as concerts, ballet, dance, Broadway, musical and many performances in relation to the minorities.

Nex t stage

85

Visual Standards Guide

Motown Media

Nex t stage

Gordy’s Recording Motown will continue to record; it will record literary projects as well as all performing arts made by the minorities.

86

Gordy started Motown as a record label that helped African Americans to expand and share their talents with the rest of America. Therefore, Motown will continue to record; it will record literary projects as well as all performing arts made by the minorities.

In fact, many dread signing with a record label but we have discovered that it is essential to encourage artists to sign with a label, therefore, we are going to include an easy, simple, and user friendly interface to communicate with the studio before signing; to create a trust.

Re -branding Motown

However, since Berry Gordy was born in Detroit and its a city they went through ups and downs, the recorded products from the studio will be sold and 10% of its profit will go to those in need in Detroit as a way to give back to the city that made Motown.

Nex t stage

87

Visual Standards Guide

Motown Knowledge

Nex t stage

M–collaborates workshop In this workshop, participants will be introduced to the idea of artistic collaboration.

88

We live in a world filled with competition so creating a collaborative environment is essential, Collaboration is another word for teamwork. It’s the art of merging two or more creative talents, whether it is an artist and a writer, an artist and an actor or an actor and a musician; this powerful partnership has the ability to create a massive explosion of creativity and result in an expanded, well thought out concept.

Re -branding Motown

Collaboration is more than getting together to fuse your creative energy into a large piece of work. Collaboration allows artists to experiment, take chances, as well as learn from and teach other by exchanging methods and problem solving as a team. During the workshop, participants will be paired up and challenged to work on a project together.

Nex t stage

Brainstorming a Storyboard People can collaborate and build a storyboard together to create a narrative.

89 Visual Standards Guide

Motown Knowledge

Nex t stage

Motown Academy A performing art school that teaches students the skills to become successful in the field.

90

Motown Academy (M.A.): A performance art school that teaches students about the history of Motown and the knowledge and skills to become a performing artist on stage. It also includes, a. Become: Classes on Entrepreneurship in the Arts field especially for the minorities and what it takes to grow in that field. b. Express: Classes that teaches all performing arts skills, a full college, curriculum and summer classes for teenagers and children.

Re -branding Motown

Nex t stage

91

Visual Standards Guide

Motown Community

Nex t stage

Motown Cares

92

Successful minority performers and teachers who will donate their time and guidance to nurture the youth’s creativity and talents by getting together to help the community.

a. Youngsters from low-income homes & Homeless: Monthly classes that will target those who are young and at risk such as kids who live in city shelters or poor, will offer performing art workshops to create an environment that is therapeutic, creative and supportive. a. Disabled Children and Youth: Monthly Classes Performing arts classes are designed for children and youth with disabilities as an opportunity for them to explore movement and dance in a recreational setting

Re -branding Motown

Nex t stage

93

Visual Standards Guide

Motown Media

Nex t stage

Motown Streaming An Online streaming platform that covers all performing art related news and shows.

94

Online streaming makes it possible to watch everything from live news and sports to classic movies to music, just about anywhere and anytime. Therefore, Motown streaming is a an Online platform with a responsive design that makes it easy to play on any device. Viewers can subscribe by creating an account first, Motown Streaming will cover all performing arts related news, shows, documentaries, films, and even a radio pod cast making it easily accessible, at anytime and anywhere.

Re -branding Motown

95

A Ballerina’s Tale

SIGN OUT Home

Vide os

Playlists

Channels

Discussions

Ab out

A Ballerina’s Tale (HD) 20 15 ‧ Do cument ar y ‧ 1h 25m

Misty Copeland becomes the first African-American woman to be promoted to principal dancer for the American Ballet Theatre.

Visual Standards Guide

Motown Connect

Nex t stage

Motown Rent-a-Space A renovated warehouse that is going to provide clean studios for rentals.

96

A warehouse that is going to provide spacious studios to be used for any artistic projects at their leisure; the rooms will come in different variations such as, empty dance studios and equipped music rooms with audio and surround sound system as well as instruments to rent, This is a way to encourage the minorities to pursue their dreams by giving them a space.

Re -branding Motown

Nex t stage

97

Visual Standards Guide

Nex t stage 98

Berry Gordy Berry Gordy Jr. is an American record producer and songwriter. He is best known as the founder of the Motown record label and its subsidiaries.

CREDI T/ WEB: T EL EGR APH

Re -branding Motown

“Money had never been the main thing for me. It’s the legacy that was important.”

—Berry Gordy, Founder of Motown

Section of the page

102

Moving to the next stage.

Re -branding Motown

Sources

Motown: The sound of young America

By Adam White and Barney Ales Motown Museum

Section of the page

Body Copy:

motownmuseum.org Motown Records motownrecords.com The Motown Effect Short Documentary

103

Photography: Istock photos Pintrest Tumblr Getty Images

Visual Standards Guide

Colophon

Printed and bound with Blurb Designed by Hamda AL Naimi Typefaces Atlas Grotesk Publico Hurme Geometric No.1 Paper used Eggshell textured uncoated finish Manufactured by Mohawk Fine Papers.

A project created for Academy of Art university Instructor Hunter Wimmer Nature of identity Spring 2017