Motown: Visual Strategy Guide+Visual Development Guide+Visual Standards Guide

T H E V I S UA L S T R AT E G Y G U I D E

MOTOWN REBRANDING

Tamla Motwon soul music label

“I have this ability to find this hidden talent in people that sometimes even they didn’t know they had.”

— Berry Gordy, the founder of the Motown record label.

TABLE OF CONTENTS THE HISTORY OF MOTOWN The Story of Motown

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Berry Gordy

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Civil Rights Movement

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Timeline

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VISUAL PROCESS Motown’s Past

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Past Visual Grid

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Motown’s Future

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Keywords

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Future Visual Grid

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THE NEW DIRECTION Target Audience

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Brand Competition

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The Brothers Johnson on stage, 1975.

THE HISTORY OF MOTOWN

The Story of Motown

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Berry Gordy

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Civil Rights Movement

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Timeline

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THE VISUAL STRATEGY GUIDE

The Story of Motown Motown is a music company established and owned by Universal Music Group, an African-American record label. The company was founded on January 12, 1959, by Berry Gordy. The company became incorporated officially on April 14, 1960, as the Motown Record Corporation. The term Motown is a merged name from the terms “motor” ’ and ‘“town”’ and has been globally accepted as the other name for Detroit, which was the original headquarter of the label.

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BEGINNINGS OF MOTOWN Motown began in 1959 when Berry Gordy bought the West Grand Boulevard, which was later named as Motown Hitsville U.S.A studio. West Grand Boulevard had a photography studio in the back, which Gordy converted into a small recording studio. To expand the company’s frontier, Berry Gordy moved to the property’s second floor and acquired seven other neighboring houses. By 1966, the company had over 450 employees and was making a gross income of approximately $20 million annually. $20 million annualy.

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How Detroit Got Its Nickname: Motor City

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Hitsville U.S.A. — Motown’s first headquarters and recording studio.

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The Motown Records Control Room buzzed with activity from 1959 to 1972 — the years in which most of the label’s hit records were made

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Studio with piano and microphones used by Motown recording artists.

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THE VISUAL STRATEGY GUIDE

1959-1972 When Motown company started, several artists got signed to the company, including the likes of Mary Wells, Eddie Holland, and Mable John. In 1960, Motown formed an amalgamation with Tamla to become Motown Record Corporation and continued to enjoy massive global success in pop music production. The success made Motown became a significant force in the music industry in the mid1960s from its producers to songwriters, including the famous Norman Whitfield, Lamont Dozier, Brian Holland, and William Mickey Stevenson, among others.

By the end of 1971, the Motown company had successfully produced 110 hits listed among global 10 top hits. Top artists with Motown as at then includes the Miracles, the Marvelettes, Marvin Gaye, the Four Tops, the Supremes, and the Jackson 5. As the years unveiled, other labels including Gordy, V.I.P, Soul, Workshop Jazz, Rare Earth, and Mel-o-dy were opened by Motown company.

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1972-2005 The year 1972 to 2005 was a remarkable year for Motown. The need to move the company’s operation to Los Angeles arose after royalty payments disputes which saw Hollard-Dozier-Holland exiting the company in 1967. By 1972, the company had successfully moved all its operations alongside artists such as Gladys Knight & the Pips, the Four Tops, and Martha Reeves to Los Angeles.

However, most Funk Brother Studio bands were left in Detroit while others left the company.

Motown’s relocation enabled it to join the motion-picture industry, which started with““Mahogany” in 1975, and “Lady Sings the Blues” in 1972. Although the company was in turmoil in the 1990s, yet it hosted successful artists such as Johnny Gill and Boyz II Men. This period resulted in the replacement of various C.E.Os due to the bad publicity from poor performances.

2005 TO PRESENT The year 2005 was another memorable moment in the history of Motown company. In 2005, Motown amalgamated with Universal Records to create Universal Motown Records.

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Motown pop groups The Supremes, Martha and the Vandellas, The Temptations and Smokey Robinson and The Miracles in 1964.

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Motown backing band The Funk Brothers in Hitsville’s Studio A.

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Berry Gordy and Barbara McNAIR in the Motown recording studio.

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THE VISUAL STRATEGY GUIDE

Berry Gordy Berry Gordy was a former African-American producer, record executive, television and film producer, and songwriter, born on the 28th of November, 1929, in Detroit, Michigan, United States. Gordy is famous for his Motown record labels and their subsidiaries. For decades, Berry Gordy built Motown label and made it the highest-earning African-American label.

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MOTOWN RECORD CORPORATION Gordy established his record company after borrowing $800 from his relatives. The plan was to name the label as Tammy Records, but the name was not available, so he opted for Tamla Records. The company operation started in January 1959 and was successful for producing songs such as “Come to Me,” “You Got What It Takes,” and “Bird Girl.” In 1960, Gordy merged Motown and Tamla and brought in singers that were instrumental to the company’s success.

Notable among the singers is Mary Wells, who sang “My Guy,” “Two Lovers,” and “You Beat Me to the Punch,” which made it to the top of Billboard Magazine.

Gordy had a lot of attributes that stood him out, one being his ability to identify new talent and bring the artists into the public domain.

He signed both black and white acts on the label but controlled their manners, dressing, and public image for global acceptance. He was notable for signing great artists such as Marvin Gaye, the Supremes, the Four Tops, the Jackson 5, and Stevie Wonder.

In 1972, Berry Gordy relocated the company to Los Angeles to produce films. He later sold some of his interests in Motown to M.C.A in 1988 for $61 million. He sold most of his interests in Jobete publishing to E.M.I publishing. Since then, Gordy has gone on to win multiple awards for creating a new sound in American music. He also got inducted into the Rock and Roll Hall of Fame in 1988, Business Hall of Fame in 1998, and Michigan Hall of Fame in 2009. He was also awarded the National Medal of arts in 2016 by former President Barrack Obama. .

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Berry Gordy outside of Motown’s headquarters on West Grand Boulevard in 1964.

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Berry Gordy in a ceremony to dedicate the intersection of Sunset Boulevard and Argyle Avenue as Berry Gordy Square in Los Angeles, 2019.

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THE VISUAL STRATEGY GUIDE

Civil Rights Movement

CONTRIBUTION OF MOTOWN TO CIVIL RIGHTS MOVEMENT

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The contribution of Motown to the Civil Rights Movement cannot be overemphasized. The company was founded when racial tensions in America culminated in several race riots. Gordy’s story of acquiring riches termed as “rags to riches” opposed African-Americans’ usual unjust and bleak stories. Despite this, Gordy persisted in signing black artists, offering them a chance in the music industry compared to other record labels. Succinctly, Motown empowered talented black artists contrary to the inferior treatment they met, thus contributing to equal treatment.

At the beginning, there were no overarching political undertones in Motown’s songs. However, some of its artists later produced records that addressed racial injustices in America. For example, Aretha Franklin’s ‘Respect’ in 1967 was a significant campaign in demand for civil rights. Besides, the Supremes performed ‘Somewhere’ to criticize Martin Luther King’s assassination as a frontier of civil rights. Motown also offered space for the civil rights movement by maintaining activist artists. One of the company’s recording artists, Martin Luther King, released songs that condemned racial injustices. His piece “The Great Match to Freedom” included his speech on “I Have a Dream” which championed civil rights in America. Gordy showed his commitment to the project by offering

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his resources to release this politically charged song. Marvin Gaye’s “What’s Going On” released by Motown in 1971, demonstrated its quest for civil rights in America. In this piece, Gaye condemned the racial injustices received by his fellow blacks in the country.

In addition to this, Motown permitted other recordings and poetry on black cultural figures to spearhead Civil Rights Movement in the United States. Besides, it has a wall panel dedicated to documenting civil rights activists and their pieces, such as Martin Luther King’s speech “I Have a Dream.”

Moreover, Gordy supported Martin Luther King morally and financially in advocating civil rights offered free airtime to black artists, also facilitated the establishment of a strong base for change in American society. Through Motown, most African-American songs established roots among all individuals in the country.

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Berry Gordy and Martin Luther King Jr. hold King’s first Motown album next to Lena Horne and Billy Taylor in Atlanta in 1963.

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Martin Luther King Jr., at the March on Washington in 1963, where he delivered the famous “I Have a Dream” speech.

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“have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.”

— Martin Luther King Jr, “I Have A Dream” speech, Washington, D.C., August 28, 1963

Photos: A look back through important civil rights movements

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A view of the Uptown Theater, with Motown stars from the Motortown review named on the marquee

THE VISUAL STRATEGY GUIDE

Timeline

Began when Gordy borrowed $800 from his family to start Tamla Records.

The Temptations, Stevie Wonder, The Primettes sign with Motown.

1st Motown song on Billboard Top 100 Songs —“Please Mr. Postman”.

1959

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1961

MLK’s Detroit March is Recorded with Motown Records. MLK’s March on Washington Recorded with Motown Records.

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Motown launches its foreign label in London The Temptations’ “My Girl” reaches No.1 on Billboard’s Top 100 Songs.

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1960

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Motown’s first hit: “Money (That’s what I want)” by Barrett Strong, written by Berry Gordy jr.

The Marvelettes, Marvin Gaye, and Mary Wells sign with Motown.

Motown leaves Detroit to tour the South for the first time. Artists include: The Miracles, Mary Wells, Stevie Wonder, Marvin Gaye, The Marvelettes.

Beatles perform in the US, while Motown performs in London. “My Guy” by Mary Wells becomes Motown’s first major U.K. hit.

Motown grosses $20 Million and purchases 4 different properties.

Motown moves its headquarters to Downtown Detroit, Michigan.

Motown officially relocated west from its namesake Motor City to Los Angeles.

Marvin Gaye’s “I heard through the Grapevine” reaches No. 1 on Billboards Top 100 Songs.

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1968

1967 Motown has 5 major record labels — Tamla, Motown, Gordy, Soul, V.I.P.

With the new mission, Motown aims to enrich African Americans and other minority artists in the world of performing arts.

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1969 Motown earns its first Grammy award with Temptations’ “Cloud Nine”.

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2005 Motown is merged with Universal Records to create the Universal Motown Records

MLK records “Why I oppose the Vietnam War” on Motown’s Black Forum Record Label.

Credit: The Motown Timeline V. A Timeline Of American History (motownsounds.weebly.com)

The Brothers Johnson on stage, 1975.n recording artists.

THE FUTURE OF MOTOWN

Motown’s Past

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Past Visual Grid

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Motown’s Future

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Keywords

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Future Visual Grid

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THE VISUAL STRATEGY GUIDE

Motown’s Past MOTOWN MUSIC LEGACY Globally, Motown is known as a black-owned label that attained considerable success and played a significant role in the racial integration of popular music in the world.

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As one of the most defining sounds of the 1960s, the Motown Sound — a style of soul was marked by great melodies, lots of tambourines, driving bass lines, blaring horns, hand-clapping, and gospel-influenced vocal harmonies. The Motown Detroit studio where the songs were recorded and the stars who sang them became famous with the distinctive sound.

“Motown was about music for all people – white and black, blue and green, cops and the robbers. I was reluctant to have our music alienate anyone,” said Berry Gordy Jr. He envisioned the production of quality music as a vital, unifying life force that broke racial barriers to moving everyone and brought joy to their diverse audiences.

“Integrates a cultural art form and breaks down racial barriers through entertainment.”

— The soul of Motown

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The Temptations — famous for their harmonies, dance moves, and flashy style.

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The Jackson 5 — a brand of funky pop-soul as befitting the group’s youth and the dawn of a new decade.

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THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

Smokey Robinson & The Miracles — known as Motown’s “soul supergroup,”

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MOTOWN’S PAST STRATEGY Motown could be identified as a label and a music genre that played a significant role in the racial integration of popular music. The introduction of African-American music into the mainstream can be credited to Motown, a music company that African-American singers an unprecedented spotlight as it seeks to produce pop music for everyone.

The chart below shows the past strategy of Motown where focuses were on music in performing arts by talented African-Americans.

Music

The Rest of People

Dance

PERFORMERS / ARTISTS

Drama

PERFORMING ARTS

AfricanAmericans Literature

Other Minorities

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“Steve Gibson And The Red Caps” Portrait in 1960.

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THE VISUAL STRATEGY GUIDE

Motown girl group The Supremes performing mid 1960s.

THE VISUAL STRATEGY GUIDE

Past Visual Grid WHERE WE WERE

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Motown Sound is the defining sound of the1960s pop, R&B, and soul music. Artists and musicians signed to the company composed a mix of eclectic musical backgrounds, such as jazz and rhythm and blues, that was widely accepted by music lovers. The best Motown songs not only define their era, but they also remain timeless examples of classic pop that capture everything it means to be in love. Therefore, the overall mood of Motown can be interpreted as classic, romantic and relaxed.

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MOTOWN

THE VISUAL STRATEGY GUIDE

Motown’s Future BRAND POTENTIAL

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When Motown’s first album was released, the zeal to integrate cultural art form and break down racial barriers through entertainment has always been at the epicenter of Motown’s mind. Thus, the new Motown is not just about entertainment but empowering African-Americans and other minority artists in performing arts. At Motown company, culture is a shared commitment. Motown will unify as a cohesive whole and provide a strong foundation as the brand boldly advances into the future. Motown will continue its traditions of artistic development and build dynamic partnerships with creatives in the industry.

Artists performing their art in a musical.

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“The mission is to enrich African-Americans and other minority artists in the world of performing arts and provide a platform to showcase their talent.”

— The new mission of Motown

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THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

Shot of a group of diverse ballet dancers performing in a theater

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MOTOWN’S FUTURE STRATEGY The chart below shows the future strategy of Motown where focuses were on four main genres of performing arts by talented African-Americans and other minority artists.

Music

The Rest of People

Dance

PERFORMERS / ARTISTS

Drama

PERFORMING ARTS

AfricanAmericans Literature

Other Minorities

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THE VISUAL STRATEGY GUIDE

Keywords To better explore new brand concepts and directions, three keywords for the contemporary Motown are redefine, breakthrough, and empowerment.

EMPOWERMENT

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Granting the power

BREAKTHROUGH Discovery, innovation, and change

REDEFINE New vision and perspective

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The story of Motown is also a story of empowerment. It offers opportunities and helps to give African-Americans a spotlight. Therefore, the new Motown will continuously involve making positive choices, taking actions to advance, and promoting audiences to be confident in their ability to create and execute decisions.

Motown is presented in a timeless context paired with the breakthrough sounds of the ages. The new Motown will advance personal breakthroughs, inspire and encourage audiences to make impactful discoveries, innovations, and changes in their lives.

The new face of Motown will be swapped with a new vision and perspective that will reflect the brand’s mission. Motown will inspire and motivate its audiences with remaining souls and help them achieve a higher and better level of success in all aspects of their careers.

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Group of artists having fun, palying instruments

THE VISUAL STRATEGY GUIDE

Future Visual Grid WHERE WE ARE HEADED

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Performing arts are always associated with the nature of beauty, taste, and philosophy. It encompasses aesthetic values often expressed through body movements and sounds. In the same vein, performing arts involve self-expression and embracing individuality.

The new Motown will provide visual links to help people understand what arts are about and unveil its features as an artistic, harmonious, and powerful tool.

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MOTOWN

“We’re back at a place where we have to create the new generation of superstars.”

— Ethiopia Habtemariam, Chairman/CEO of Motown Records.

Students in a dance performing class.

THE NEW DIRECTION

Target Audience

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Brand Competition

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THE VISUAL STRATEGY GUIDE

Target Audience DEFINE TARGET AUDIENCE

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One of the most critical aspects of marketing strategy is understanding brand’s target audience. Defining a target market is known to help strengthen brand’s overall effectiveness. Therefore, the target audiences of the new Motown would be African-Americans and other minorities who are most likely to respond positively to future promotions, products, and services. Most importantly, the target audience is held important for their shared characteristics or traits, such as interests, identity, and goals.

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A group of multiracial artists.

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THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

The Hip-Hop Fan

With rap music, love for it can make one learn to use music and words to express himself and his feelings.

Sam Williams

He writes his own rap music, writing lyrics and creating his own style in his spare time.

Age 17 A high-school student Los Angeles, CA

His ambition drives him to achieve his goals as a music artist since he wants to bring meaningful and joyful music to his audiences.

He has a sense of belonging and cultural identity because he wants to create songs representing his own culture.

He practices rapping every day to make his parents support his dream.

He needs a team of people to help him reach his career goals to be sure that he looks professional.

He wants to meet a music manager to get real insights into how the music industry works.

Interests / Identity / Goals 50

The Optimistic Girl Kate Miller Age 12 An elementary student Phoenix, AZ

She enjoys dancing because she feels a sense of achievement and pride when she performs in front of people.

She likes to watch the same movie repeatedly because movies provide several inspirations and influences every time.

She has an innate passion for acting because her parents are both actors.

She is very talented because she has high performance in learning, motivation, leadership, creativity, and adaptability.

She has a strong compassion for others because it helps her communicate her ideas to make sense to others.

She wants to learn more acting skills to step onto a stage and perform in the future.

She wants to be an actress in the future because she thinks her unique personality and interests make her stand out from the crowd.

Interests / Identity / Goals 51

THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

The Thespian

He spent many hours perfecting his skills to ensure that his performance was excellent in every aspect.

James Copper

He likes to educate people on how to understand opera because he wants more people to fall in love with opera.

Age 55 A theatre actor Atlanta, GA

He enjoys collaborating with musicians and artists to achieve a shared goal because it brings joy and responsibility to him.

He understands music is an essential element of a performance, so he knew different music genres for theatre.

He has an intense curiosity about exploring different kinds of theatres because he is also a scriptwriter and director.

He wants to meet young theatre artists to find the best possible talent for the roles for his next plays.

He needs to meet people from different ethnicities and races because it can help him expand their horizons and find new things about art.

Interests / Identity / Goals 52

The Young Artist Yimo Zhou Age 22 A cello player New York, NY

Her audiences always respond to her songs because her performance is always excellent and combines emotions.

She likes to gig outdoor because it brings her confidence to the stage, and it gives her chances to meet people with the same interests and hobbies.

She is confident with her cello skills and can play live on the stage professionally without fear.

She is a talented and creative independent cello player because she can write and perform her original music.

She is an outstanding artist because she is willing to sacrifice and do what it takes to become the best she can be.

She is looking for a professional and famous cello teacher because she wants to improve her techniques.

She wants more people to know her music because she never could perform on a big stage.

Interests / Identity / Goals 53

THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

The Newsreader

He likes to convey ideas clearly and entertainingly because it can increase the chance of success in his career.

Abhishek Patel

He likes to watch talk shows because they are excellent for discussing topics that viewers might not otherwise be exposed to.

Age 45 A radio news anchor Washington, D.C.

He enjoys doing talk shows locally because he can galvanize people towards positive ends.

He has strong communication skills because he can communicate clearly about various topics with different people.

He is an active listener because he can focus on a speaker and respond accordingly.

He needs to build his professional network because he wants to be a T.V. talk show host in the future.

He wants to learn more techniques and skills because it helps increase his creativity and improves his skills to navigate certain situations in the best way possible.

Interests / Identity / Goals 54

The Talented Dancer Oliva Clark Age 26 A modern dancer Orlando, FL

She enjoys collaborating with new artists because she can get out of her comfort zone, interact with others, and feels the music.

She loves performing and dancing solo or in a group because she can have the potential to earn recognition and praise from others.

She loves listening to music because she wants to be active, vibe with the music, and learn new moves.

She is a talented dancer because she is sensitive to music and can dance to anything.

She is motivated to pursue her career objectives continually because she wants to perform on a big stage.

She aims for constant growth guided by instructors with high standards because she wants to enhance her skills and technique.

She wants a platform to showcase her talents and leadership to be a skillful and creative choreographer in the future.

Interests / Identity / Goals 55

THE VISUAL STRATEGY GUIDE M OTOW N R E B R A N D I N G

The Talented Designer Allen Taylor Age 68 A stage designer Seattle, WA

He enjoys watching performing art because it plays a hugely important role in his emotional, intellectual, and even physical lives.

He likes to learn about other cultures’ art because he thinks it contributes to that function by bringing people together.

He loves to play music at home or in his office because joyful music contributes to relaxation and can reduce stress levels and negative emotions.

He knows a lot about history because it provides him a feel for the story’s style and tone and makes a detailed list of requirements for scenery.

He is a talented designer because he has designed and created sets for films and theatre for more than 40 years.

He wants to know artists with different cultural backgrounds because they offer new experiences, broader perspectives.

He wants to help young artists create the correct mood and atmosphere and give the audience clues about the time of day, location, season, and historical period.

Interests / Identity / Goals 56

The Book Lover

As a book writer, she also loves to write scripts for dram because she likes to create stories.

Mariana Garcia

She is always on the lookout for new drama because she likes to know about the latest release from her favorite actors.

Age 35 A book writer Des Moines, IA

She likes to write her poetry because she can express her feelings through poetry.

She supports and promotes racial equity in her community because different cultural or racial backgrounds can interact and learn and appreciate each other.

She has a group of performing artists, so she wants to share the same interests with them.

She wants to study more about literature and art because it helps develop critical thinking and interpret the world around her.

She wants to meet different people because she discovers a more entertaining, lively, and beautiful world by being around them, which inspires her.

Interests / Identity / Goals 57

“I’ve discovered that Motown and Broadway have a lot in common — a family of wonderfully talented, passionate, hardworking young people, fiercely competitive but also full of love and appreciation for the work, for each other and for the people in the audience.”

— Berry Gordy, the founder of the Motown record label.

THE VISUAL STRATEGY GUIDE

Current Competition Who Are They?

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Music groups and record labels are well-known that manufacture, distribute, and promote musicians’ recordings.

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Sony Music Entertainment is the New York-based recorded music company fully owned by Japan’s Sony Corporation. It is responsible for finding, recruiting, and recording the work of talented artists in the music industry.

Universal Music Group N.V. is a DutchAmerican music corporation. It has long been synonymous with breaking and introducing global talent of the highest quality.

Warner Music Group is an American multinational entertainment and record label.

It is a record label of iconic, culture - shaping music & entertainment, with interests in recorded music, music publishing and artist services.

Island Records is a division of the Universal Music Group. Its unique ethos has provided the platform for launching some of the biggest and most influential artists across the musical spectrum.

Virgin Records is a record label and music distributor owned by Universal Music Group.

It has helped redefine music culture for almost half a century.

The Capitol Music Group is an American label owned by the Universal Music Group.

It focuses on signing and developing artists, and providing a supportive environment for artists that continue to create great music.

RCA Records is an American record label and owned by Sony Music Entertainment.

As a publishing company it manages the production music and video, also conducts talent scouting and development of new ambitious artists.

Interscope Records is an American record label Owned by Universal Music Group.

It keeps explore new sounds, new visuals and new ways to authentically and genuinely connect with all people around the world.

Atlantic Records Corporation is an Amercan record label. Their mission is to create a nurturing environment for artists, songwriters, and fellow employees at every stage of their career.

Def Jam Recordings is an American multinational record label. It has the top recording artist of hip-hop music to provide the hiphop culture the best quality of music.

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THE VISUAL STRATEGY GUIDE

Adjacent Competition Who Are They?

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Entertainment provider gives the power to create and share ideas and information instantly, without barriers.

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BET is Black Entertainment Television is an American cable television channel targeting African-American audiences. It is the home for all the latest celebrity, music, fashion, entertainment and African-American news.

Essence is a lifestyle magazine filled with health and beauty tips, relationship advice, fashion trends, and inspirational stories for African-American women and who want to remain informed on Black entertainment, news and pop culture.

EBONY magazine has shined a spotlight on the worlds of Black people in America and worldwide. Its coverage includes the lifestyles and accomplishments of influential black people, fashion, beauty, and politics.

THE SHADE ROOM is a media company.

The Shade Room offers celebrity and trending news on an hourly basis, predominantly within the African American community.

SpringHill Company creates compelling stories for television, features, and digital.

We pride ourselves on incubating, developing, and producing work that speaks to a cross-cultural audience.

ARRAY produces, amplifies, distributes work by Black artists, filmmakers of color and women of all kinds. Founded by Ava DuVernay, 10 years strong.

Monkeypaw Productions is an black owned-production company that cultivates artistic, thought-provoking projects across film, television and digital platforms.

The Safari team creates programs and experiences in art, music, photography, film, sport and dance to bring families, friends and teams closer together.

Code 2040 is a nonprofit activating, connecting, and mobilizing the largest racial equity community in tech to dismantle the structural barriers that prevent leadership of Black and other minorities in the innovation economy.

African American Museum a place where all Americans can learn about the richness and diversity of the African-American experience, what it means to their lives, and how it helped us shape this nation.

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THE VISUAL STRATEGY GUIDE

Future Competition Who Are They?

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Companies and organizations support and amplify African-American and other minority talent and dreams.

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Urban One is a urban-oriented, multi-media company which engages in the radio broadcasting operation that targets AfricanAmerican and urban listeners. It has been the leading voice speaking to Black America.

Black Theatre Matters is a source dedicated to supporting, celebrating, and highlighting the achievements of Black theatre artists in the United States.

The Shubert Organization is a theatrical producing organization. Its mission is to sustain and advancing the live performing arts with a particular emphasis on theatre and a secondary focus on dance.

APA is one of the largest diversified talent agencies in entertainment industry with a cultural ethos of innovation, creativity, collaboration, commitment, diversity and inclusion.

Alvin Ailey American Dance Theater grew from a now-fabled performance. It celebrates the uniqueness of the African-American cultural experience and the preservation and enrichment of the American modern dance heritage.

The International Association of Blacks in Dance preserves and promotes dance, and assists and increases opportunities for balck artists in advocacy, audience development, education and performance.

International Society For The Performing Arts is to strengthen the performing arts globally through the advancement of leadership, the exchange of ideas, and by fostering a diverse and engaged membership.

The Black Theatre Troupe has provided training, employment and performance opportunities for multi-ethnic and underserved artists while delivering some of country’s most courageous theater.

National Black Arts is a nonprofit organization with educational programs in performing arts. It aims to expose, educate, engage and entertain audiences by presenting and supporting art and artists of African descent.

National Endowment for the Arts is an independent agency. Its mission is to advance artistic excellence, creativity, and innovation for the benefit of individuals and communities.

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Colophon Course GR604_The Nature of Identity Instructor Hunter Wimmer Designer Mia Liu Photography Credits Unsplash Envato elements Adobe Stock Shutterstock Gettyimages

T H E V I S UA L D E V E LO P M E N T G U I D E

MOTOWN REBRANDING

“Music should strike fire from the heart of man, and bring tears from the eyes of woman.”

—Berry Gordy, the founder of the Motown record label

TABLE OF CONTENTS VISUAL RESEARCH Visual Analysis Logo Evolution

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VISUAL PROCESS New Mission Keywords Initial Logo Sketches Logo Development Digital Sketches New Logo

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THE NEXT STAGE Similar Logos Guidelines Research

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Detroit, Michigan, USA

VISUAL RESEARCH

Visual Analysis Logo Evolution

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Town of Detroit — known as the world’s traditional automotive center.

THE VISUAL DEVELOPMENT GUIDE

Visual Analysis HISTORY OF MOTOWN Motown is a black-owned record label that assembled the soul and pop classics that revolutionalized America.

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The term Motown is a merged name from the terms ‘motor’ and ‘town’ and has been widely accepted as the other name for Detroit, which was the original headquarter of Motown.

The label cultivated a long list of majority Black singers, songwriters, musicians, and producers who combined impeccable skill, elegant looks, and irresistible pop hooks. Back in the 1960s and early 1970s, Motown brought many African-American musicians and artistes to the forefront of American pop music.

Arriving at the height of the civil rights movement, Motown embodied one of the principles the Civil Rights Movement preached most: black success and independence. It produced music as a vital, unifying life force. Motown broke racial barriers to moving everyone and brought joy to their diverse audiences.

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A group of men working on an assembly line of car bodies at the Ford motor plant in Detroit, circa 1927.

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Antique USA map close-up detail: Detroit, Michigan

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The city of Detroit, a poster card from the 60s.

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Theater in Detroit

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Motown Concert Posters

HISTORY GIVES AN UNDERSTANDING The purpose of the visual research is to see connections made, how one moment leads to the next, how styles and ideas evolved, and what influence social environments played. It is essential to look at the graphic design between the 1950s and throughout the 1980s when Motown peaked and was remarkably successful.

Also, studying the graphic history of the city of Detroit back to that time can help to understand what style can represent the new Motown and what people may think of it in years to come. It also helps to notice the fad from the time.

Beyond that, the research can help see what won’t work with the new Motown identity. Some art deco graphic design is not the trend today, but they’re still relevant and continue to inspire and influence the culture around the world.

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Logo Evolution

Before designing a new logo for Motown, it is essential to look back at the logo evolution. Play it right with the new logo will help connect with new audiences and maintain its customer base.

The new logo should reflect the brand’s original soul and new mission and represent all the brand’s values. It must be memorable and create a specific impact on its audiences.

THE MAN WHO CREATES THE MOTOWN ‘M’

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Bernie Yeszin was hired by Berry Gordy, as Tamla Motown began to emerge as an industry force in 1962 and worked at the company until 1968. The former Motown art director designed countless album covers and created the iconic “M” logo.

Yeszin’s most significant contribution to Motown’s history is the “M” logo that can still be seen on countless labels’ releases, including Universal’s 40-track compilation ‘The Nation’s Favourite Motown Song,’ released in the U.K.

Bernie Yeszin

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Some of Motown albums — designed by Bernie Yeszin

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THE LOGO VARIATION OF MOTOWN IN THE PAST

1959

1959 – 1961

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1965 – 1986 The original Motown record label was named Tamla Records.

Surprisingly, the Tamla Records label was named after the Debbie Reynolds song “Tammy” that was a hit from the film Tammy and the Bachelor (1957) — Gordy liked the sound of the name, so he adapted it for his label.

1961 – 1963

1961 – 1965

1962 – 1968

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1960 – 1965

1961 – 1990

1995– present Motown’s iconic “M” logo was designed

by Bernie Yeszin in 1965. Motown was a shortened version of ‘Motor Town’ the nickname for Detroit, home of the American automobile industry, and the Gordy record companies.

1962 – 1964

1964 – 1995

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Detroit, Michigan, USA

VISUAL PROCESS

New Mission Keywords Initial Logo Sketches Logo Development Digital Sketches New Logo

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A group of performing artists

“The mission is to enrich African-Americans and other minority artists in the world of performing arts and provide a platform to showcase their talent.”

— The new mission of Motown

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Keywords To better explore new brand concepts and directions, three keywords for the contemporary Motown are redefine, breakthrough, and empowerment.

EMPOWERMENT

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Granting the power

BREAKTHROUGH Discovery, innovation, and change

REDEFINE New vision and perspective

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The story of Motown is also a story of empowerment. It offers opportunities and helps to give African-Americans a spotlight. Therefore, the new Motown will continuously involve making positive choices, taking actions to advance, and promoting audiences to be confident in their ability to create and execute decisions.

Motown is presented in a timeless context paired with the breakthrough sounds of the ages. The new Motown will advance personal breakthroughs, inspire and encourage audiences to make impactful discoveries, innovations, and changes in their lives.

The new face of Motown will be swapped with a new vision and perspective that will reflect the brand’s mission. Motown will inspire and motivate its audiences with remaining souls and help them achieve a higher and better level of success in all aspects of their careers.

An African American artist performing on stage.

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Initial Logo Sketches

Focus on 3 Keywords This is the very first stage of logo development. Begin by evolving the initial keywords into “key phrases” that will be used to guide the visual development. These keywords are defined and embodied the soul of the Brand. Each key phrases define a unique and discrete attitude each with a slightly different angle.

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Generate 3 Divergent Directions

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To establish divergent camps based on the key phrases. Camps are used to refer to aesthetic directions or styles. These styles in this stage, will be derived the key phrases. Based on the same soul, they won’t be widely divergent, but should be separate. The main idea of this process is to create different design directions with divergent thinking strategy.

Generate 3 Types of Logos In general, there are three types of logos— symbolic marks, graphic marks and wordmarks. Symbolic Marks are meaningful shapes or allusions to connect to a deeper-meaning within the brand soul.

Graphic Marks are often abstract (or generic )shapes or letterforms to connect to the brand’s name (more than the soul). Wordmarks defines as customized, style appropriate type solutions featuring the brand’s name. All solutions should be initially drawn by hand.

Hand drawing logos by Mia Liu

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EXPLORATION 1.0 Keyword

Empowerment

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Has potential

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Key Phrase Granting the power

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EXPLORATION 1.0 Keyword

Empowerment

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Has potential

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Key Phrase Granting the power

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EXPLORATION 1.0 Keyword

Breakthrough

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Has potential

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Key Phrase Discovery, innovation, and change

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EXPLORATION 1.0 Keyword

Breakthrough

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Has potential

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Key Phrase Discovery, innovation, and change

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EXPLORATION 1.0 Keyword

Redefine

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Has potential

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Key Phrase New vision and perspective

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EXPLORATION 1.0 Keyword

Redefine

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Has potential

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Key Phrase New vision and perspective

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Logo Development

POTENTIAL DIRECTIONS & FEEDBACK After the first critique, the feedback from first round logo exploration is to continue to sketch the logos as many as possible. Avoid feminine style. The overall style should refer to the city of Detroit, explore more typographic inspiration from Art Nouveau and Art Deco era, and then come out with quality sketches. The graphic elements like phoenix, star, stage light have potential. Among the 3 directions, “Breakthrough” and “Empowerment” are most successful in connecting the soul with Motown. In the next round, continuously develop the chosen direction, refined the best 10 logos in computer rough.

Has potential

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“Don’t know what’s in store but together we can open any door.

Just to do what’s good for you and inspire you a little higher.”

— Ethiopia Habtemariam, Songwriters

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EXPLORATION 2.0 Keyword

Empowerment

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Has potential

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Key Phrase Granting the power

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EXPLORATION 2.0 Keyword

Breakthrough

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Has potential

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Key Phrase Discovery, innovation, and change

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EXPLORATION 2.0 Keyword

Breakthrough

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Has potential

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Key Phrase Discovery, innovation, and change

POTENTIAL DIRECTIONS & FEEDBACK Continuously explore and experiment with more ideas from initial directions. Focus on developing the logos based on the keywords “Breakthrough” and “Empowerment”. The result of second round exploration is to deliver 10 solid, refined sketches or computer-hybrid generated comps as a distributed mix of symbolic, graphic, and wordmark solutions.

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EXPLORATION 2.0 — 10 Refined Comps Has potential

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“To be an artist is a blessing and a privilege. Artists must never betray their true hearts.

Artists must look beneath the surface and show that there is more to this world than what meets the eye.”

— Marvin Gaye, American singer and songwriter

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EXPLORATION 3.0 Keyword

Breakthrough

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Has potential

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Key Phrase Discovery, innovation, and change

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Digital Sketches

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New Logo

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Detroit, Michigan, USA

THE NEXT STAGE

Similar Logos Guidelines Research

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Similar Logos

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Before deploying the final logo, research checks the field to verify that the chosen mark isn’t already in use. This is to help prevent accidental plagiarism to a new identity that already has a lot to live up to.

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Guidelines Research NEW IDENTITY INTRODUCTION The Nueva School

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Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in audiences’ minds. The Nueva School has the clearest new identity introduction because it has the wordmark hero icon in the same color and scale. The brand unifies many different aspects of a business through consistent visuals.

USA TODAY The first thing that is shown in the USA Today brand guidelines is the logo design. It places the one big master logo on the identity introduction page. In the first instance, it shows in full color, in all its glory. The master logo includes a trademark symbol, and “A Gannett Company” and ideally appears on a white background.

Making a logo big can attract audiences’ attention.

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LOGO ANATOMY Devon Devon defines its clear space “x” by measuring the height of the letter “o” from the wordmark. The brand also specifies the minimum sizes of its logo on the bottom. It is very easy to define the dimensions and easy to determine the space within and around the logo.

Red The space around the logo is often as important as the logo itself.

The brand (Red) has done a excellent job in showing and defining how its logo is structured. The guideline displays with “x-height” guides, showing how much clear space should be around the logo at all times. Most importantly, it gives minimum sizes for print (in millimeters) and for digital (in pixels.)

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TYPE SPECS Sumo Logic

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Sumo Logic displays its primary typeface which is the most recognizable and frequently used font, followed by showing the different front weight. It provides type settings in its guidelines such as front size, leading and tracking in a clear and consistent way.

Symantec Typography represents the tone and values of brand just like color represents a feeling or visually represents a message. The Symantec brand guidelines document has outline the typography used, and the sizes, as well as their relation to each other.

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MAIN ID COLORS (LOGO COLORS) Mtrl “Brand colors” are a key component to a brand’s visual identity.

Mtrl is the most successful in putting its logo in different brand colors. It shows clearly the color combination which tells the overall feeling of the brand. It mainly uses only black and white colors in logos but shows in many different color backgrounds.

Norway One of the major psychological influences in the visual world is color. As a result, it is one of the most important aspects when designing logos or creating branding. The brand (Norway) is successful in showing logos with different color editions. The tone of the colors is consistent and cohesive, nothing jumps out.

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LOGO DON’TS United Way

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United Way is very clear and straightforward about telling audiences the unacceptable uses of its logo. The brand gives the explanation under each incorrect logo and demonstrates what happens when the logo is distorted or tilted in such way.

Encore Careers There are many things that have to be considered and implemented in order for a logo to make sense, catch the attention of an ideal audience, and set it apart. Encore Careers does a good job of listing examples of inappropriate usage of identity elements. The layout of Don’t dos is very consistent and organized.

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ALTERNATE VERSIONS OF THE LOGO USA Today Firstly, the layout of USA Today is very clear and easy to follow.

The brand uses its primary color to highlight the sub-organizations or businesses that are directly related. The logos are consistent while the color of type changes in various ways.

FedEx Across different variants, the “Ex” section of the logotype changes its colors. It’s a smart way for the brand to distinguish its various operating units. For instance, orange represents FedEx Express, Red stands for FedEx Freight, and the green represents FedEx Ground.

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LOGO WITH BACKGROUND Charles Schwab

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The brand logo sometimes appears on a variety of backgrounds, such as posters, packaging or web banner. Charles Schwab does a good job of defining the standard on choosing background patterns, photographs and textures. It demonstrates how the logo will look on different backgrounds.

Symantec Similar to Charles Schwab, Symantec also presents its logo on a photography background. At the same time, it mentions that when putting the logo over an image, the image should be dark enough to provide sufficient contrast. Adding a black layer or reducing the opacity to the image can be a good choice.

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“Acting is behaving truthfully under imaginary circumstances.”

— Sanford Meisner, an American actor known for his theatrical work and creator of the Meisner technique of acting

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Colophon Course GR604_The Nature of Identity Instructor Hunter Wimmer Designer Mia Liu Photography Credits Unsplash Envato elements Adobe Stock Shutterstock Gettyimages

T H E V I S UA L S TA N DA R D S G U I D E

MOTOWN REBRANDING

“Don’t judge yourself by others’ standards…have your own. And don’t get caught up into the trap of changing yourself to fit the world.”

—Berry Gordy, the founder of the Motown record label

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TABLE OF CONTENTS BRAND OVERVIEW Brand History

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Timeline

12

New Vision

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Keywords

18

New Mission

20

New Logo

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LOGO STANDARDS Logo Breakdown

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Logo Variations

30

Logo Anatomy

32

Clear Space

36

Logo Colors

38

Black and White Logos

40

Logo on Photographic Background

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Stationery

44

Logo Size

48

Incorrect Usage

50

Typography

52

BRAN FUTURE Path to New Future

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New Offering

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BRAND OVERVIEW

Brand History

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Timeline

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Keywords

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New Mission

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New Logo

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Brand History A BRIEF HISTORY Motown is a music company established and owned by Universal Music Group, an African-American record label. The company was founded on January 12, 1959, by Berry Gordy. The company became incorporated officially on April 14, 1960, as the Motown Record Corporation. The term Motown is a merged name from the terms “motor” ’ and ‘“town”’ and has been globally accepted as the other name for Detroit, which was the original headquarter of the label.

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Motown began in 1959 when Berry Gordy bought the West Grand Boulevard, which was later named as Motown Hitsville U.S.A studio. West Grand Boulevard had a photography studio in the back, which Gordy converted into a small recording studio. To expand the company’s frontier, Berry Gordy moved to the property’s second floor and acquired seven other neighboring houses. By 1966, the company had over 450 employees and was making a gross income of approximately $20 million annually.

The year 1972 to 2005 was a remarkable year for Motown. The need to move the company’s operation to Los Angeles arose after royalty payments disputes which saw Hollard-Dozier-Holland exiting the company in 1967. In 2005, Motown amalgamated with Universal Records to create Universal Motown Records.

Motown is known as a black-owned label that attained considerable success and played a significant role in the racial integration of popular music in the world.

Motown orinal logo

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Smokey Robinson & The Miracles — known as Motown’s “soul supergroup,”

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Timeline

Began when Gordy borrowed $800 from his family to start Tamla Records.

The Temptations, Stevie Wonder, The Primettes sign with Motown.

1st Motown song on Billboard Top 100 Songs —“Please Mr. Postman”.

1959

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1961

MLK’s Detroit March is Recorded with Motown Records. MLK’s March on Washington Recorded with Motown Records.

1963

Motown launches its foreign label in London The Temptations’ “My Girl” reaches No.1 on Billboard’s Top 100 Songs.

1965

1960

1962

1964

Motown’s first hit: “Money (That’s what I want)” by Barrett Strong, written by Berry Gordy jr.

The Marvelettes, Marvin Gaye, and Mary Wells sign with Motown.

Motown leaves Detroit to tour the South for the first time. Artists include: The Miracles, Mary Wells, Stevie Wonder, Marvin Gaye, The Marvelettes.

Beatles perform in the US, while Motown performs in London. “My Guy” by Mary Wells becomes Motown’s first major U.K. hit.

Motown grosses $20 Million and purchases 4 different properties.

Motown moves its headquarters to Downtown Detroit, Michigan.

Motown officially relocated west from its namesake Motor City to Los Angeles.

Marvin Gaye’s “I heard through the Grapevine” reaches No. 1 on Billboards Top 100 Songs.

1966

1968

1967 Motown has 5 major record labels — Tamla, Motown, Gordy, Soul, V.I.P.

With the new mission, Motown aims to enrich African Americans and other minority artists in the world of performing arts.

1972

1969 Motown earns its first Grammy award with Temptations’ “Cloud Nine”.

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2005 Motown is merged with Universal Records to create the Universal Motown Records

MLK records “Why I oppose the Vietnam War” on Motown’s Black Forum Record Label.

Credit: The Motown Timeline V. A Timeline Of American History (motownsounds.weebly.com)

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“Motown was about music for all people - white and black, blue and green, cops and the robbers. I was reluctant to have our music alienate anyone. The Great Migration changed American history not just for the migrants but for all of us.”

— Berry Gordy, the founder of the Motown record label.

Photos: Motown Artists performing on stages

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New Vision BRAND POTENTIAL From as far back as the time of Motown’s first album, it always had one thing at the heart of the brand - It integrates a cultural art form and breaks down racial barriers through entertainment.

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The new Motown is not just about entertainment but empowering African-Americans and other minority artists. It will help reinvent one’s career, leverage arts to pursue impactful results, and encourage artists to discover and commit to an unlimited self. Motown will also inspire artists to act on their authority responsibly and self-determinedly.

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Culture is a shared commitment. Motown will unify as a cohesive whole and provide a strong foundation as the brand boldly advances into the future. Motown will continue its traditions of artistic development and build dynamic partnerships with creatives in the industry.

Unify as a cohesive whole, and together provide a strong foundation as the brand boldly advance into the future.

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Keywords To better explore new brand concepts and directions, three keywords for the contemporary Motown are redefine, breakthrough, and empowerment.

EMPOWERMENT

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Granting the power

BREAKTHROUGH Discovery, innovation, and change

REDEFINE New vision and perspective

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The story of Motown is also a story of empowerment. It offers opportunities and helps to give African-Americans a spotlight. Therefore, the new Motown will continuously involve making positive choices, taking actions to advance, and promoting audiences to be confident in their ability to create and execute decisions.

Motown is presented in a timeless context paired with the breakthrough sounds of the ages. The new Motown will advance personal breakthroughs, inspire and encourage audiences to make impactful discoveries, innovations, and changes in their lives.

The new face of Motown will be swapped with a new vision and perspective that will reflect the brand’s mission. Motown will inspire and motivate its audiences with remaining souls and help them achieve a higher and better level of success in all aspects of their careers.

One of Motown’s future target audiences.

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New Mission

The mission is to enric and other minority art performing arts and p showcase their talent 20

ch African-Americans tists in the world of provide a platform to t.

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New Logo

MOTOWN FINAL LOGO

Symbol

Wordmark

The new logo represents power, success, aspiration, dreams and reliability.

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Violinists performing in a concert

VISUAL PROCESS

Logo Breakdown

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Logo Variations

30

Logo Anatomy

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Clear Space

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Logo Colors

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Black and White Logos

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Logo on Photographic Background

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Stationery

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Logo Size

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Incorrect Usage

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Typography

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Logo Breakdown NEW DEFINITION The purpose of the new Motown logo is to communicate brand value most comprehensively. The symbol is combined with two parts, the letter “M” and the shape of a wing. The symmetric letter “M” creates perfect balance and unity in the symbol representing trust and professionalism. The wing in Motown logos is symbolic of a variety of meanings.

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It depicts power, success, aspiration, dreams, and reliability. When the letter “M” and the shape of a wing join together, it emphasizes the new mission of Motown. It aims to redefine, develop, and empower an individual’s life and career.

The Wordmark was chosen for its elegance and trustworthiness.

It conveys a feeling of respectability and class, which reflects the style of Motown, Detroit in the days when Motown reached its peak with the greatest success between 1965 and 1968.

Initial — letter “M”

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Wing

Symbol

SYMBOL

WORDMARK

The typeface of Letter “M” in the symbol was enthused by the famous geometric san serif typeface Lemon Milk Pro™ for its distinctive sharp corners, which provides the 60s’ design feeling to the brand. “Beyond a typeface, it’s a culture.”

The original typeface of the Wordmark was Libre Caslon Text which Pablo Impallari designed. The whole genre of Caslon reflects the alluring hand-lettered American Caslons of the 1960s.

M

MOTOWN

Designers: Muhammad Ariq Syauqi

Designers: Impallari Type

Wordmark

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Logo Variations SYMBOL

WORDMARK

PRIMARY LOGO

SECONDARY LOGO

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Logo Anatomy SYMBOL

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6 1/4X

5.5X

1X

1X

1/4X

As a unit of measurement, “X” equals the stem of the letter “M” in symbol.

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WORDMARK 0.125X

0.0625X

1X

0.25X

0.125X

0.125X

7.5X As a unit of measurement, “x” equals the height of the letter “MOTOWN” in wordmark.

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PRIMARY LOGO

5.5X 8X

1X

7.5X As a unit of measurement, “X” equals the height of the letter “MOTOWN” in wordmark.

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SECONDARY LOGO

3X 1X

3X

7.5X

As a unit of measurement, “x” equals the height of the letter “MOTOWN” in wordmark.

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Clear Space

The logo always has a clear zone around it. As a unit of measurement, “X” equals the stem of the letter “M” in symbol and the height of the letter “MOTOWN” in wordmark. No text or symbols can appear in this area.

SYMBOL

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X

X

X

WORDMARK

X X X

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PRIMARY LOGO

X

X X

X

SECONDARY LOGO

X

X X

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Logo Colors

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STANDARD 1

PMS 7408 U M44 Y98 K0 R227 G160 B66 HEX E3A042 Motown Gold PMS 539 U C65 M48 Y37 K60 R51 G62 B72 HEX 333E48 Motown Charcoal

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The brand colors are a combination of Motown Gold and Motown Charcoal. Gold to represent confidence and creativity, and charcoal to represent strength and reliabilbity. Using these throughout brand communications makes them unmistakably “Motown” and helps to build brand.

Usage Hierarchy standard 1: Primary logo on a white background standard 2: Primary logo on a Charcoal background standard 3: Primary logo on a gold background

STANDARD 2

STANDARD 3

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Black and White Logos PRIMARY LOGO

SECONDARY LOGO

Please note that black logos are at 0% to 40% background and white logos are used at 40% to 100% background. Apply the same standards to the symbol and wordmark icon.

0%

40%

100%

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Logo on Photographic Background

While solid background colors are the preferred background for the Motown logo, it may also appear on photographic backgrounds.

When placing the Motown logo over an image, use the version of the logo in Motown Gold or white and an image that is dark enough to provide sufficient contrast.

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Stationery

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Logo Size

PRIMARY LOGO

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No Limit

1M

10CM

5CM

1CM Minimum Size

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SECONDARY LOGO

The size chart is to create for different use of logo variations.

The minimum logo specified to make sure the logo will be produced with highest quality and legibility possible.

SYMBOL

WORDMARK

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Incorrect Usage

MOTOWN Never substitute type in the logo

Never alter the colors in the logo

Never tilt the logo

Never distort the shape of the logo

Never add elements over the logo

Never outline the logo

The consistent and correct application of the Motown brandmark is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the Motown brandmark.

Never drop shadows or effects in the logo

Never put wordmark above the symbol in the logo

Never reverse colors in the logo

Never place the logo over very busy or complicated background

Never use transparency in the logo

Never use gradient color in the logo.

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Typography

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Two standardized typefaces have been chosen for the Motown brand identity. They are to be used in all printed and Online communications. Each of the fonts was selected for its visual compatibility with the Motown brandmark and for its ability to convey a personality that is consistent with the brand. Only use the weights and styles shown on this page.

Primary Typeface The primary typeface in the Motown brand identity system is Archivo. Archivo is a simple and clean typeface that conveys a humanistic and caring, yet professional tone. Use Archivo in all subheads and text in printed and Online applications.

Archivo Secondary Typeface The secondary typeface in the Motown brand identity system is Playfair Display. It can only be used in headlines.

Playfair Display

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ARCHIVO

For large headings, important call-outs and numbers, use Archivo Bold in all caps.

Archivo

For titles, subtitles, header and footer, use Archivo Bold.

Archivo

For the body copy and captions, use different weights to create contrast with headings and titles.

Playfair Display

The secondary typeface will be used in highlighted messages, especially for large headlines.

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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+<>?,./:"

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Detroit, Michigan, USA

VISUAL PROCESS

Path to New Future

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New Offering

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Motown’s Future Supporting

Providing

ED 1.0 ED 2.0

M OTOW N R E B R A N D I N G

EX 2.0

PR 2.0

PR 1.0

ED 3.0

SE 2.0

PR 3.0

SE 1.0

SE 3.0

EV 1.0 EV 2.0 EN 2.0

EN 1.0

EV 3.0

EX 1.0

CO 1.0

CO 2.0

Connecting Support Connect Provide Empowerment 58

Empowerment

ENVIRONMENT 1

Motown Arts Center

EN 1.0

2

Motown Club

EN 2.0

EXPERIENCES 3

Motown Training Camp

EX 1.0

4

Motown Imaginative

EX 2.0

CO-BRANDING OPPORTUNITY 5

Motown x Youtube

CO 1.0

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Motown x Nintendo

CO 2.0

PRODUCTS 7

Motown Stage

PR 1.0

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Motown Publishing

PR 2.0

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Motown Style

PR 3.0

SERVICE 10

Motown Community

SE 1.0

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Motown Studio

SE 2.0

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Motown Streaming

SE 3.0

EVENTS 13

Motown Talent Contest

EV 1.0

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Motown Conference

EV 2.0

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Motown Festival

EV 3.0

EDUCATION 16

Motown Academy

ED 1.0

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Motown Scholarship

ED 2.0

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Motown Business

ED 3.0

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ENVIRONMENT EN 1.0

EN 2.0

Motown Arts Center

Motown Club

Keeping the center alive with the performing arts, fostering the creation and sharing of artistic talent.

Providing a place for artists to meet and share insights and perspectives on performing arts.

The envisioned Motown Arts Center will be a multi-use performance space intended for use by various types of performing arts, including dance, music, and theatre.

It brings together artists of all ages in the community.

MISSION-FOCUS Motown Academy reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing a place to gather and showcase their talent.

SIMILARITY Beck Center For The Arts / LBC Performing Art Center DIFFERENTIATION Similar to other art centers, Motown Art center is available for rent for an event or small performance space; it is also an ideal place for artists, musicians, actors, singers, or anything with a cultural arts focus. However, it is the perfect place to play and shop or relax.

LINKS TO Motown Academy

Motown Club will be a great place to communicate new skills and make new friends who share interests and hobbies. It will be a good place to socialize and connect with like minds.

MISSION-FOCUS Motown Academy reinforces its commitment to foster African-Americans and other minority artists in the performing arts industry by offering a place to network with friends.

SIMILARITY Clubhouse / New Music Gathering DIFFERENTIATION Motown Club is a social space where artists can talk, tell stories, develop ideas, deepen friendships, and meet interesting new people worldwide. Meanwhile, it holds activities and events frequently for artists to showcase their talents and skills.

LINKS TO Motown Conference

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EXPERIENCES

M OTOW N R E B R A N D I N G

EX 1.0

Motown Training Camp

Motown Imaginative

Providing professional training to teenagers to advance in the entertainment world.

Promoting innovative and contemporary stage performance with technology.

The ultimate goal of Motown Training Camp is to help prepare teenagers to get to the next level, which is auditioning and getting signed to a talent agency, and making them into multi-talented entertainers.

Motown Imaginative will provide innovative performing art spaces that fuse imagination with technology, dance, projection mapping, and live music to create fully-immersive, multi-sensory experiences for artists.

MISSION-FOCUS Motown Training Camp strengthenss its commitment to deveoping African-Americans and other minor artists in the performing arts world by offering chances to begin a professional career as a star.

MISSION-FOCUS Motown Imaginative strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing innovative ideas for them to showcase their talent.

SIMILARITY Bluecoats School / Performing Arts Workshops

SIMILARITY Quixotic / MITH Entertainment

DIFFERENTIATION Unlike other training programs, Motown Training Camp invites teenagers to participate in a rigorous training process that lasts for a period of time, ranging from months to years which usually involves singing, dancing, and other performing arts.

DIFFERENTIATION Most innovative performance brands focus on transporting audiences to an interactive multimedia performance that blends state-of-the-art visuals and live music. However, Motown Imaginative promises a genuinely unique multisensory experience for African-Americans and other minor artists to have a better performance experience.

LINKS TO Motown Academy

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EX 2.0

LINKS TO Motown Stage

CO-BRANDING OPPORTUNITY CO 1.0

CO 2.0

Motown x Youtube

Motown x Nintendo

Helping those with limitless minority talents to meet and work with those who have the means to promote them.

Developing and promoting a joyful performing game for minor talents.

In conjunction with youtube, they hunted for minority talents and helped their dreams come true. The goal is to empower the underserved minority talents into uplifting and changing their lives for the better.

Cooperating with Switch to develop a new video game that involves competitive dance and singing routines that minority talents can play alone or with other Online players at home. Also, we are helping to promote songs and dance by famous minor artists with Nintendo.

MISSION-FOCUS Motown x Youtube reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by helping them get the best career opportunities that will change their lives.

SIMILARITY J&T Foundation / Hayes Talent Agency DIFFERENTIATION Helping the people of the communities realize the passion within performing arts. Building a bridge between those with ambition and the ones who can develop it into a career.

LINKS TO Motown Community

MISSION-FOCUS Motown x Nintendo reinforces its commitment to foster African-Americans and other minor artists in the performing arts world by developing a performing game to promote artists.

SIMILARITY Just Dance / Let’s sing DIFFERENTIATION The game will have a library of songs from Motown to choose from. Depending on the physical effort and game level, the dances and songs are categorized by difficulty. It will be a new way to help artists and other performers grow their fanbase.

LINKS TO Motown Streaming

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PRODUCTS

M OTOW N R E B R A N D I N G

PR 1.0

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PR 2.0

Motown Stage

Motown Publishing

Providing superior staging products for events and venues.

Making books and resources accessible to many performing artists.

Motown Stage is designed to provide the best staging products and systems to maximize any venue. It offers custom stage design and runway rental packages and provides the most imaginative staging products for multiple performances.

The goal of Motown Publishing is to develop books of high literary and artistic quality to encourage interest in performing arts, literature, and the arts among children and adults. Motown Publishing will foster opportunities and provide support for artists and writers.

MISSION-FOCUS Motown Stage reinforces its commitment to foster African-Americans and other minor artists in the performing arts world by providing a better performing environment.

MISSION-FOCUS Motown Publishing reinforces its commitment to foster African-American and other minority artists in the performing arts world by providing books and resources to share.

SIMILARITY Staging Solutions / Event Staging Systems

SIMILARITY 74th Street Productions / Bearmanor Media

DIFFERENTIATION Motown Stage perfectly fulfils all stage needs. It will elevate the experience of the performing artists and that of the audiences. Its professional designers will help create visuals for lighting, lasers, strobes, spots, and other products for any performance.

DIFFERENTIATION Motown Publishing integrates research in the field of creativity and the performing arts. It is devoted solely to the publishing of books and related materials. Also, it publishes books and magazines on film, radio, T.V., stage, and all things entertainment.

LINKS TO Motown Arts Center

LINKS TO Motown Academy

PR 3.0

Motown Style Offering stage wear and beauty for minority performers in the world.

Motown Style will be a brand of choice for minority performers across the globe. It will be a beauty product retailing store, stage wear, such as clothing, uniforms, shoes, accessories, and other handmade pieces made by minority communities.

MISSION-FOCUS Motown Stage reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing unique and comfortable outfits to boost stage confidence.

SIMILARITY Retro Stage / Capezio DIFFERENTIATION Motown Style will not only support minority artists but also support minority communities. By providing job opportunities and helping them promote artisanal handicrafts or products handmade by the community.

LINKS TO Motown Business

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SERVICE

M OTOW N R E B R A N D I N G

SE 1.0

Motown Community

Motown Studio

Providing equal opportunities in supporting the community.

Offering full-service recording, production and mastering.

Motown Community will preserve the dignity and culture of diverse African-Americans and other minority artists.

It welcomes artists to contribute to this community and helps raise awareness towards the minority, especially individuals struggling mentally and financially to follow their dreams.

Motown Studio will specialize in sound recording, mixing, and audio production of instrumental or vocal musical performances, spoken words, and other sounds for independent artists.

MISSION-FOCUS Motown Community reinforces its commitment to foster African-Americans and other minor artists in the performing arts world by providing services. It supports equal educational, cultural, and social activities to perpetuate and strengthen one’s identity.

SIMILARITY Alvin Ailey / National Black Arts DIFFERENTIATION Motown Community is home to African-Americans and other minority artists. It provides opportunities for them to come together to create and celebrate culture. It aims to develop by cooperating, sharing, seeking and finding shared goals on a cultural level.

LINKS TO Motown Business / Motown Festival

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SE 2.0

MISSION-FOCUS Motown Community strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing a studio to help make professional recordings.

SIMILARITY Muscle Shoals Sound Studio / Sunset Sound Recorders DIFFERENTIATION Trained professionals at Motown Studio will ensure artists have a successful recording. Audio engineers are well experienced and knowledgeable, which will help push the music to the next level.

LINKS TO Motown Art Center

SE 3.0

Motown Streaming Providing streaming services specializing in performing arts and culture.

Motown Streaming will be a premium streaming service for arts and culture, featuring music, dance, opera, theater, and related documentaries. It allows the audiences to watch performances from African-Americans and other minority artists worldwide.

MISSION-FOCUS Motown Streaming strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by producing and sharing performing arts with the world.

SIMILARITY Netflix / Marquee TV DIFFERENTIATION Motown Streaming aims at producing content of the highest quality. Unlike other regular streaming services, Motown was designed for the performing arts. Audiences will find recordings of ballets, symphonies, operas, plays, including behind-the-scenes features and other extras through Motown Streaming.

LINKS TO Motown Talent Contest

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EVENTS

M OTOW N R E B R A N D I N G

EV 1.0

Motown Talent Contest

Motown Conference

Holding contests for artists to showcase their talents to the world and gain popularity to win the show eventually.

Establishing new contacts and providing an opportunity for future collaboration in multicultural and multilingual artistic environments.

Motown Talent Contest will hold talent competitions for participants performing the arts of singing, dancing, lip-syncing, acting, playing an instrument, poetry etc.

It is open to all amateur entertainers and allows artists to connect with other creative individuals who share a similar passion and dream.

MISSION-FOCUS Motown Talent Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing fair contests and excellent exposure.

SIMILARITY America’s Got Talent / The Voice DIFFERENTIATION Motown Talent Contest will hold competitions to encourage, educate, inspire, excite, and explore potential by bringing together the finest talents worldwide. Especially, it is a way to help boost youth’s self-esteem, confidence, and assurance.

LINKS TO Motown Training Camp

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EV 2.0

Motown Conference will welcome performing arts practitioners and researchers from all over the world. Its goals are to exchange experience and share ideas in performing arts education and training, rehearsal process and performance practice. It inspires and forms a connection with the world of performing arts.

MISSION-FOCUS Motown Talent Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by offering unique opportunities to meet colleagues from all over the world.

SIMILARITY Performing Arts Conference / APAP DIFFERENTIATION Motown Conference will help expand the international network of opportunities and collaboration, such as performing arts academics, arts educators and teachers, actors and directors, and other performers of various genres and techniques.

LINKS TO Motown Club

EV 3.0

Motown Festival Holding festivals to gain fans and devotees who travel from many corners of the world to take part in the scheduled events.

Motown Festival and activities will include spoken word, drama, dance, singing, and other local artists’ performances. Cultural food trucks and local vendors will also be present. It will combine cultural celebration with educational workshops on the arts, community issues, and artists markets to expose established talent and newcomers to potential.

MISSION-FOCUS Motown Festival Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by holding annual festivals to celebrate and share the culture and arts.

SIMILARITY The African American Cultural Festival / African American Culture and Arts DIFFERENTIATION Motown Festival will showcase traditional and new music forms with film, theater, dance, and spoken word performances, along with various exhibitions of minority culture art forms, including sculpture, fine art, and fashion.

LINKS TO Motown Community

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EDUCATION

M OTOW N R E B R A N D I N G

ED 1.0

ED 2.0

Motown Academy

Motown Scholarship

Providing artists access to the skill and experience of world-leading performing arts.

Supporting monority students with scholarships and financial opportunities.

Motown Academy will provide a unique opportunity for people to turn their passion for performing arts into a career. Also, it will train artists toward success and bring their craft to a higher level.

Motown Scholarship will provide educational opportunities that change young lives and encourage their dream in performing arts. Supporting students by breaking down barriers, opening doors, and offering access to college scholarships.

MISSION-FOCUS Motown Academy strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing chances to begin a professional career.

SIMILARITY The Juilliard School / NYU Tisch DIFFERENTIATION Motown Academy is much more than school programs.

It is designed to support and enhance individual development as an artists and provide technical and artistic versatility to advance in performing arts.

LINKS TO Motown Training Camp

MISSION-FOCUS Motown Academy strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing opportunities & resources to young people in need of support.

SIMILARITY Legacy Youth Leadership / Seeds of Fortune DIFFERENTIATION Motown Scholarship will be available for African-American and minority students. It provides supportive programs and helps students reach career goals and become community leaders.

LINKS TO Motown Academy

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ED 3.0

Motown Business Enhancing the professional, academic, and personal experiences in the art business.

Motown Business will provide culturally relevant and high-quality education in business and offer a wide variety of entrepreneurship, investment, and marketing programs. The learning experience allows African-Americans and other minority artists to prepare to run their own business in arts.

MISSION-FOCUS Motown Business reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing learning opportunities in business for the community.

SIMILARITY Black-business-school / The Black Business Students Association (BBSA) DIFFERENTIATION Motown Business will not only provide skills and knowledge to succeed. It also aims to help open up audiences’ minds to a new way of thinking which can lead them to pursue different opportunities in arts-related business.

LINKS TO Motown Community

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EN 1.0

ENVIRONMENT

MOTOWN ARTS CENTER Keeping the center alive with the performing arts, fostering the creation and sharing of artistic talent.

The envisioned Motown Arts Center will be a multi-use performance space intended for use by various types of performing arts, including dance, music, and theatre.

It brings together artists of all ages in the community.

Motown Academy reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing a place to gather and showcase their talent.

Motown Art Center will be a facility consisting of stages and seating for the live performance of theatrical or musical works.

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Motown Art Center will provide a space to support rehearsing.

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SIMILARITY Beck Center For The Arts / LBC Performing Art Center

M OTOW N R E B R A N D I N G

DIFFERENTIATION Similar to other art centers, Motown Art center is available for rent for an event or small performance space; it is also an ideal place for artists, musicians, actors, singers, or anything with a cultural arts focus. However, it is the perfect place to play and shop or relax.

LINKS TO Motown Academy

Motown Art Center will be a place for kids to explore their creativity in performing arts.

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EX 1.0

EXPERIENCES

MOTOWN TRAINING CAMP Providing professional training to teenagers to advance in the entertainment world.

The ultimate goal of Motown Training Camp is to help prepare teenagers to get to the next level, which is auditioning and getting signed to a talent agency, and making them into multi-talented entertainers.

Motown Training Camp strengthenss its commitment to deveoping African-Americans and other minor artists in the performing arts world by offering chances to begin a professional career as a star.

Motown Training Camp will help a band to achieve high-level performance.

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Motown Training Camp will provide professional dance training.

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SIMILARITY Bluecoats School / Performing Arts Workshops

M OTOW N R E B R A N D I N G

DIFFERENTIATION Unlike other training programs, Motown Training Camp invites teenagers to participate in a rigorous training process that lasts for a period of time, ranging from months to years which usually involves singing, dancing, and other performing arts.

LINKS TO Motown Academy

Motown Training Camp will provide step by step guide to training as an actor.

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PR 1.0

PRODUCTS

MOTOWN STAGE We are providing superior staging products for events and venues.

Motown Stage is designed to provide the best staging products and systems to maximize any venue. It offers custom stage design and runway rental packages and provides the most imaginative staging products for multiple performances.

Motown Stage reinforces its commitment to foster African-Americans and other minor artists in the performing arts world by providing a better performing environment.

Motown stage will provide stage products for rental.

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Motown will cooperate with designers and manufacturers to produce site-specific lighting products.

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SIMILARITY Staging Solutions / Event Staging Systems

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Stage perfectly fulfils all stage needs. It will elevate the experience of the performing artists and that of the audiences. Its professional designers will help create visuals for lighting, lasers, strobes, spots, and other products for any performance.

LINKS TO Motown Arts Center

The engineers of Motown will provide professional product control solutions for the stage.

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PR 2.0

PRODUCTS

MOTOWN PUBLISHING We are making books and resources accessible to many performing artists.

The goal of Motown Publishing is to develop books of high literary and artistic quality to encourage interest in performing arts, literature, and the arts among children and adults. Motown Publishing will foster opportunities and provide support for artists and writers.

Motown Publishing reinforces its commitment to foster African-American and other minority artists in the performing arts world by providing books and resources to share.

Motown magazines will keep its audiences informed and inspired in performing arts.

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SIMILARITY 74th Street Productions / Bearmanor Media

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Publishing integrates research in the field of creativity and the performing arts. It is devoted solely to the publishing of books and related materials. Also, it publishes books and magazines on film, radio, T.V., stage, and all things entertainment.

LINKS TO Motown Academy

Motown Publishing will foster opportunities and provide support for minority writers.

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PR 3.0

PRODUCTS

MOTOWN STYLE Offering stage wear and beauty for minority performers in the world.

Motown Style will be a brand of choice for minority performers across the globe. It will be a beauty product retailing store, stage wear, such as clothing, uniforms, shoes, accessories, and other handmade pieces made by minority communities.

Motown Stage reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing unique and comfortable outfits to boost stage confidence.

Motown Stage will be a full supply of professional stage makeup.

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Motown Stage will sell accessories, and other handmade pieces made by minority communities.

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SIMILARITY Retro Stage / Capezio DIFFERENTIATION Motown Style will not only support minority artists but also support minority communities. By providing job opportunities and helping them promote artisanal handicrafts or products handmade by the community.

M OTOW N R E B R A N D I N G

LINKS TO Motown Business

Motown Stage will make custom wear for artists.

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SE 3.0

SERVICE

MOTOWN STREAMING Providing streaming services specializing in performing arts and culture.

Motown Streaming will be a premium streaming service for arts and culture, featuring music, dance, opera, theater, and related documentaries. It allows the audiences to watch performances from African-Americans and other minority artists worldwide.

Motown Streaming strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by producing and sharing performing arts with the world.

Dramas and shows will be available on streaming services.

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Motown will provide a platform for people to watch live streaming.

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SIMILARITY Netflix / Marquee TV

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Streaming aims at producing content of the highest quality. Unlike other regular streaming services, Motown was designed for the performing arts. Audiences will find recordings of ballets, symphonies, operas, plays, including behind-the-scenes features and other extras through Motown Streaming.

LINKS TO Motown Talent Contest

Motown will offer streaming services for families with content hand-picked.

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EV 1.0

EVENTS

MOTOWN TALENT CONTEST Holding contests for artists to showcase their talents to the world and gain popularity to win the show eventually.

Motown Talent Contest will hold talent competitions for participants performing the arts of singing, dancing, lip-syncing, acting, playing an instrument, poetry etc.

It is open to all amateur entertainers and allows artists to connect with other creative individuals who share a similar passion and dream.

Motown Talent Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing fair contests and excellent exposure.

Motown will provide a competition for young dancers to show their talent.

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Motown will invites audiences to support and vote for talents.

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SIMILARITY America’s Got Talent / The Voice

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Talent Contest will hold competitions to encourage, educate, inspire, excite, and explore potential by bringing together the finest talents worldwide. Especially, it is a way to help boost youth’s self-esteem, confidence, and assurance.

LINKS TO Motown Training Camp

Motown Contest will help to boost kid’s development and confidence in many ways.

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EV 2.0

EVENTS

MOTOWN CONFERENCE Establishing new contacts and providing an opportunity for future collaboration in multicultural and multilingual artistic environments.

Motown Conference will welcome performing arts practitioners and researchers from all over the world.

Its goals are to exchange experience and share ideas in performing arts education and training, rehearsal process and performance practice. It inspires and forms a connection with the world of performing arts.

Motown Talent Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by offering unique opportunities to meet colleagues from all over the world.

Motown Conference will invite guest speakers to exchange experience and share ideas.

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Motown Conference will present practical workshop / master class for its audiences.

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SIMILARITY Performing Arts Conference / APAP

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Conference will help to expand the international network of opportunities and collaboration partners, such as performing arts academics, arts educators and teachers, actors and directors, and all other performers of various genres and techniques.

LINKS TO Motown Club

Motown Conference will present lecture and interactive research for its audiences

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EV 3.0

EVENTS

MOTOWN FESTIVAL Holding festivals to gain fans and devotees who travel from many corners of the world to take part in the scheduled events.

Motown Festival and activities will include spoken word, drama, dance, singing, and other local artists’ performances. Cultural food trucks and local vendors will also be present. It will combine cultural celebration with educational workshops on the arts, community issues, and artists markets to expose established talent and newcomers to potential.

Motown Festival Contest strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by holding annual festivals to celebrate and share the culture and arts.

Motown Festival will feature stage performances from its artists and performers.

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Motown Festival will be a place to meet new friends who share the same interests.

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SIMILARITY The African-American Cultural Festival / African-American Culture and Arts

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Festival will showcase traditional and new music forms with film, theater, dance, and spoken word performances, along with various exhibitions of minority culture art forms, including sculpture, fine art, and fashion.

LINKS TO Motown Community

Motown Festival will welcome people from different ages to celebrate their culture.

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ED 1.0

EDUCATION

MOTOWN ACADEMY Providing artists access to the skill and experience of world-leading performing arts.

Motown Academy will provide a unique opportunity for people to turn their passion for performing arts into a career. Also, it will train artists toward success and bring their craft to a higher level.

Motown Academy strengthens its commitment to developing African-Americans and other minority artists in the performing arts world by providing chances to begin a professional career.

Motown Academy will provide performing arts courses for students to develop their skills.

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Motown Academy will trains artists toward success in the world of the performing arts.

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SIMILARITY The Juilliard School / NYU Tisch DIFFERENTIATION Motown Academy is much more than school programs.

It is designed to support and enhance individual development as an artists and provide technical and artistic versatility to advance in performing arts.

M OTOW N R E B R A N D I N G

LINKS TO Motown Training Camp

Motown Academy will offer a breadth of coursework help students to explore and develop their interests and talents.

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ED 2.0

EDUCATION

MOTOWN BUSINESS Enhancing the professional, academic, and personal experiences in the art business.

Motown business will provide culturally relevant and high-quality education in business and offer a wide variety of entrepreneurship, investment, and marketing programs. The learning experience allows AfricanAmericans and other minority artists to prepare to run their own business in arts.

Motown Business reinforces its commitment to foster African-Americans and other minority artists in the performing arts world by providing learning opportunities in business for the community.

Motown Business will educate adults to open and operate a business in an art-related field.

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Motown Business will provide job opportunities for those who finished courses.

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SIMILARITY Black-business-school / The Black Business Students Association (BBSA)

M OTOW N R E B R A N D I N G

DIFFERENTIATION Motown Business will not only provide skills and knowledge to succeed. It also aims to help open up audiences’ minds to a new way of thinking which can lead them to pursue different opportunities in arts-related business.

LINKS TO Motown Community

Motown Business will offer Online learning programs for its international students.

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Colophon Course GR604_The Nature of Identity Instructor Hunter Wimmer Designer Mia Liu Photography Credits Unsplash Envato elements Adobe Stock Shutterstock Gettyimages