MOTOWN RE-BRANDING
VISUAL STRATEGY
MOTOWN RE-BRANDING
VISUAL STRATEGY
IT STARTED WITH A VISION
“A PLACE WHERE A KID OFF THE STREET COULD WALK IN ONE DOOR, AN UNKNOWN, GO THROUGH A PROCESS, AND COME OUT ANOTHER DOOR, A STAR. ”
—BERRY GORDY
MOTOWN RE-BRANDING
VISUAL STRATEGY
TABLE OF CONTENTS
MOTOWN RE-BRANDING
Phase
Phase
THE PAST
THE FUTURE
1.1
Motown & the founder
P10
1.2
The up & down
p16
1.3
The milestones
P18
2.1
Mission and Soul
p20
2.2
Feel the differences
P24
2.3
We Are Motown
P26
VISUAL STRATEGY
1
THE PAST A glimpse of where Motown came from and what made it the sound of young American during the 60s and 70s.
PHASE 1.1
MOTOWN & THE FOUNDER
MOTOWN » African American music » Independent Black business » Cultural crossover
12
Motown Record Corporate was founded
urged America’s youth to look beyond
in Detroit in 1959, by Berry Gordy, with 800
racial divides and to simply sing and dance
dollars loaned from his family. It played an
together in a time where the theme of
important role in the Civil Right Movement
unity was becoming increasingly important.
as an African-American-owned company, and achieved significant crossover success.
Received the goal of the Civil Right Movement—Black business independence,
It were the most successful proponents
Motown also successfully achieve culture
of what come to be know as the Motown
and social crossover.
Sound—The Sound of Young Americans. Amidst humble origins in a two-story house outside of which Berry Gordy hung the sign, Hitsville USA, Motown encouraged and
MOTOWN RE-BRANDING
VISUAL STRATEGY
13
PHASE 1.1
MOTOWN & THE FOUNDER
BERRY GORDY » Founder of Motown » Song Writer and producer » Innovative entrepreneur
14
Berry Gordy is a man with vision, talent and
Lincoln-Mercury auto-mobile plant not only
determination. He is a song writer, a producer,
inspired Gordy to build his own musical
a teacher and an innovative entrepreneur.
kingdom, but also taught him about the
Prior to his music industry legend, Berry
importance of Quality Control.
Gordy tried many careers—boxing, record
Later, Gordy set up a quality control system
store ownership, assembly line worker
at Motown, which ensure only top products
and a tour in the U.S. Army during the Korean
would released.
War—until he found a niche in the world of entertainment.
Gordy discovered young talents, founded Artist Personal Development Department,
Berry Gordy believed in turning negatives
where they could be mentored. He hired
into positives. He always learned from all
Jewish people to take care of Motown's
his experiences and applied them to his
finance department. Berry Gordy showed
business. The tedious time when he spent
his capacity as an innovative entrepreneur.
working on the assembly line at Detroit’s
MOTOWN RE-BRANDING
VISUAL STRATEGY
15
I HAVE THIS ABILITY TO FIND THIS HIDDEN TALENT IN PEOPLE THAT SOMETIMES EVEN THEY DIDN’T KNOW THEY HAD. —BERRY GORDY
PHASE 1.2
THE MILLSTONES
1
2
3 5
6
4
1. Supremes 2. Berry Gordy and Dr Martin Luther King Jr. 3. Four Tops 4. Stevie Wonder 5. Marvin Gaye 6. The Jacksons 5
MOTOWN RE-BRANDING
1959
1970
M otown was founded by Berry Gordy, Jr. as
Motown addressed the issues of the Vietnam
Tamla Records on January 12, 1959, with
War with the release of “Guess Who’s Coming
an $800 loan from his family. In the next year,
Home, Black Fighting Men Recorded Live in
on April 14, Motown and Tamla Records
Vietnam” on Black Forum label.
merged into a new company called Motown
1971
Record Corporation. 1963 Martin Luther King first delivered “I Have a Dream” speech, which was recorded on a Motown label. 1964 The Artist Personal Development Department was set up i n Motown. 1965 M otown launched its foreign label in UK, Tamla-Motown. 1966 Motown Grossed $20 million and purchased four additional properties.
M otown started TV productions. 1972 Motown moved its headquarters from Detroit to Hollywood, California. 1973 B erry Gordy resigned to become Chairman of the Board of Motown Industries. 1988 Berry Gordy sold Motown records. 2016 Motown set its vision beyond performance art in the entertainment industry and built a national wide association for African American artists from all art forms—performance,
1967
visual, literature.
Motown projected $30 million in gross sales
Since then, Motown has been motivating,
and had five major labels—Tamla, Motown,
inspiring, nurturing African American artists
Gordy, Soul and V.I.P.
to fine their voices and to have their voices
Dr. Martin Luther King, Jr. recorded the album “Why I Oppose the War in Vietnam” on Motown’s Black Forum record label.
VISUAL STRATEGY
heard by the majority. Motown not only helps people to pursue their dreams or establish their creative career. In addition, it guides people to give back to the community where they are from, and ultimately, to leave positive impacts on the society.
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PHASE 1.3
THE UP & DOWN
MEASURE THE SUCCESS The overall success Top 10 Hits #1 Hits
success by record sales performance, and the number of records that reached the Pop Chart Top 10 Hits, specially those records that reached to the #1 at the Pop Chart.
we are serving, and how to help black artists to find their voices, and to established their creative career. By the end of 2022, there are 10 headquarters spread over the country. Hundreds of African American communities receive support from Motown. Motown School of Art is co-branding with 15 art and design universities. More than 70 art projects have been funded. Over 30 creative companies received angle investment.
Marvin Gaye reached #1
We care about how many communities that
The supremes reached #1
Today, Motown measures success differently.
1 song reached #1
of young America.
Fingertips on # 1 Pop chart
it lost its voice and was no more the sound
Please Mr. Postman on # 1 Billboard Hot 100 Pop single chart
position in the music industry. And eventually,
Five releases reached #1 o n the top ten pop charts
reached the Pop Chart, Motown finally lost its 18
The Supremes h ad 5 consecutive #1 hits
When the sales dropped, and very few records
13 songs were i n the Top 10
14 songs were i n the Top 10
There was times that Motown measure
1966
1967
1968
Seven of them have had their names listed on Forbes Fortune Magazine and been reported by other national media.
1960
1963
1964
1965
3 songs reached #1 o n The Pop chart
ABC reached #1 o n the Top 10 charts
6 songs reach t he Top 10 charts
1 single was in the # 1 on the Top 10
11 singles reached T he Top 10
2 #1 sings on t he Pop chart
4 sings on t he Top 10
5 #1 sings on t he Pop chart
You Haven't Done Nothin on t he #1 spot on the Top 10
4 singles reached T he Top 10
1 single reached T he Top 10
1 single reached T he Top 10
6 singles reached T he Top 10
Have headquarters in 10 cities spread over the country
15 Art & design university co-brand with M school of Art
Over 70 African American art projects have been funded by Motown
Over 30 art & design studios have been angel invested by Motown
7 successful Black creative companies have been on Forbes Fortune
19 5 records on t he Top 10
2022 2016 1988 1973 1972 1971 1970 1969
VISUAL STRATEGY
MOTOWN RE-BRANDING
2
THE FUTURE As years have passed, what Motown holds for the future is a bigger dream.
PHASE 2.1
MISSION & SOUL
MISSION & SOUL » Motivate » Inspire » Nurture
22
As years have passed, America has achieved
Motown is here to motivate, inspire and
culture crossover in the entertainment
nurture African American artists, to help them
business. However, African American artists
to find their voices and to leave the society
are still struggling for finding their voices
positive impacts.
and having them heard.
The goal that Motown want to achieve is
Motown, as a company who has influenced
to build a sustainable economy in the African
a whole generation—Black and White, with
American community where everyone will
its experience on discovering young talent
receive support when they are in need, and
and helping them to success, will once again
later on will giveback when they are able to.
carry the responsibility to help young African American artist to pursue their dream, to find their own voices, to achieve success and to fulfill their social value. This is not an easy mission, and Motown could not do it all alone.
So and so, every generation will carry the responsibility to motivate, inspire and nurture their next generation.
MOTOWN RE-BRANDING
VISUAL STRATEGY
23
WHAT HAPPENS TO A DREAM DEFERRED? DOES IT DRY UP LIKE A RAISIN IN THE SUN? OR DOES IT EXPLODE? —LANGSTON HUGHES
PHASE 2.2
FEEL THE DIFFERENCES
WE WERE THEN » To be glamorous » To be upper class » To be famous
24
MOTOWN RE-BRANDING
VISUAL STRATEGY
WE ARE NOW » To embrace oneself » To support each other » To be approachable
25
PHASE 2.3
WE ARE MOTOWN
WE ARE ALL TOGETHER » To whom Motown offer help » Who stand with Motown » Who work along with Motown
26
MOTOWN RE-BRANDING
VISUAL STRATEGY
When Berry Gordy founded Motown Record Company, he knew he was going to sell his music to all people—Black and White. He hired Jewish people to take care of the financial department of Motown. Gordy said he hired people whoever could do the best job, and regardless the color of their skins. He believes in the benefit of racial crossover. Such wisdom and advanced vision of the time made Motown the front runner on achieving economic, cultural and social diversity. Today, people whoever put their trust and faith on our mission and are willing to devote their time and money on helping African American community, are part of Motown.
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PHASE 2.3
WE ARE MOTOWN
TEENAGE SCHOOL BOY » Wayne Irwin » 17 years old » From San Francisco, CA
28
“I want to be a good man and make my mom to be proud of me.”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Wayne was born to a single mother, who works hard to support his education. He is also close to his grandma, from whom Wayne learned love and respect. He part-times in a neighborhood pizza restaurant, trying to financially help her mom. He is studying hard in school, he wants to be a good kid and make his mom to be proud of him. Wayne is specially good at math and science, which made him feel positive about going to college. But then he also worries about not having enough money to do so. Thus he is thinking about joining the marine first. Growing up in a Black community, he is like most other kids, he like playing basketball. He admires NBA players because they make him feel proud about his ethnicity. Wayne also admires Chris Gardner, whose life story was adapted to the movie Pursuit of Happiness. He wants to become a successful businessman and motivational speaker like Gardner
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PHASE 2.3
WE ARE MOTOWN
COLLEGE ACTIVISTS » Chris Bell » 22 years old » From Berkley, CA
30
“It is my call to stand up for my friends and fight against injustices.”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Chris was born to a liberal professional family in a culturally and racially diverse neighborhood, where he grew up with friends from different ethnicity background. To Kill a Mocking Bird is one of his favorite novels, however, racism seemed to be a history to him, and did not really come to his acknowledge until he went to Chicago for his college education. He remembered how angry he was when he first aware of the brutal existence of racism and firmly believe that it is his call to fight for justice and equality. Thus he transformed from business school to law school and wants to become a social lawyer. Chris now is an active member of “Black Lives Matter� on-campus association. He writes articles and columns on racial issues on his blog and also for school paper.
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PHASE 2.3
WE ARE MOTOWN
PUBLIC SCHOOL TEACHER » Ashante Smith » 28 years old » From Oakland, CA
32
“I want to see every kid is treated with love and receives same education opportunity in all schools”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Ashante was born in Oakland, California. Grew up with five siblings, she is a very happy person. She is easy going and smiles a lot. As the youngest one among her siblings, she is the best friend of all her nephews and nieces. She like hanging out with them and doing some art projects. She is proud of her ethnicity and always have her hair nicely braided. She likes being involved in her church and helping in the community. Her bright personality draws people to her naturally and people like to talk with her about their lives. Ashante used to travel in Asian and once taught English in South Korea, which helped her to have a better understanding on culture gaps and know how to appreciate the differences between culture and nations. She loves her students and will often posts lovely stories about them on her Facebook. Ashante dreams of seeing all kids being treated with love and receive same education opportunity, whatever skin colors they have.
33
PHASE 2.3
WE ARE MOTOWN
PART TIME STUDENT MENTOR » Amanda Butler » 40 years old » Photographer from Brooklyn, NYC
34
“No one is truly lazy, what people really need is to be motivated.”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Amanda is a photographer from New York. She is from an educated African American family, had all the opportunities that every kids would dream of— good family and high education. However, she doesn't take her privilege life for granted and understands that many Black people are still struggling for equality and justice. Amanda grown up pursuing beauty and justice. Her mother was a professional dancer. She knew how much more efforts that her mom need to make to earn her recognition in her professional career as a Black dancer. Her Dad was a civil right lawyer and she grew up with stories of the civil right movements. As a part time social worker, she focuses on helping women and children from low-income African American communities. Amanda is using her camera to record her everyday life from the point of view as a social worker and hope that one day she could have her photo journey published.
35
PHASE 2.3
WE ARE MOTOWN
DESIGNER & PROFESSOR » Michael Jones » 38 years old » From North York, Ontario, Canada
36
“To be young, gifted and black, said Nina Simone, my favorite quote.”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Michael is an African Canadian designer live in Oakland. He had lived in other cities such as Rhode Island, New York city and the D.C.. He understand the cultural gap between different cities in the States, and the racial problem within design industry. However, he enjoys the diversity in the bay areas. Besides being an art instructor in a design school, Michael is also an AIGA board member. He specifically focus on promote the impact of Black designer in the AIGA community. He enjoys mentoring young people and want to see them success. Michael is charming and always nicely dressed up because he wants to present the best of himself as a Black designer. He often hosts events and conferences to bring the awareness of black design. He is hoping to use his social impact to help other Black designers to find their voices and position in the design community and industry.
37
PHASE 2.3
WE ARE MOTOWN
BUSINESSMAN & AUTHOR » Langston Hill » 56 years old » From Milwaukee, WI
38
“Giving back is a virtue, is the most noble thing a man could do for his family and community.”
MOTOWN RE-BRANDING
VISUAL STRATEGY
Langston is a successful entrepreneur from Wisconsin. After he retried from his own business, he became a motivational speaker and has speeches in many cities. Grew up in an ordinary African American family, he is grateful for his family who taught him to be a good man and supported him to receive education. Thus he wants to give back to his community and help others the way his family helped him. Life was not easy for him in his earlier age, and he understand how difficult it is for young African American people to achieve success. However he knows it is possible if one do not give up. This was why he became an author and motivational speaker. He wants to encourage young people to fight for their dream and stick with their goal. Langston has a son, who is also a success businessman. They have a father & son funding that helps family in their community when they need financial support.
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Copyright Š 2016 Wuhang Lin All rights reserved Printed and bound in United States of America Designed & concept // Wuhang Lin Copy & Editing // Wuhang Lin Typefaces: All Right Sans/ Chaparral Pro This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity // Spring 2016 Instructor // Hunter Wimmer