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NITRO CIRCUS BRAND IDENTITY

February 20, 2010


CORE BRAND STATEMENT


CORE BRAND STATEMENT The Nitro Circus brand showcases heros who inexplicably aren’t ruled by fear, are accustomed to pain, live every day like it’s their last, and are a little messed up in the brain. These heros live for mischief and can’t resist the next thrill or competition. The brand instills a longing for adventure, a freedom from inhibitions, and desire to live life to the fullest. 3


RECOMMENDED USAGE OF THE BRAND STATEMENT The Brand Statement is an internal company tool that conceptually captures the essence of the Nitro Circus identity. This statement is never seen by the customer, but internal Nitro Circus employees and partners need to try and reflect this identity in everything they create, edit, say, and wear. Ideally, this statement should be posted in every office and it should be used as a golden standard when measuring the effectiveness of new products and initiatives.

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EMOTIONAL DRIVERS


THE IMPORTANCE OF EMOTIONAL DRIVERS “Current brain science has demonstrated that emotions connected to thoughts drive human behavior, while thoughts disconnected from emotions lack such power. An effective brand emphasizes emotions. Customers are more likely to buy into the brand when deep emotions are felt.� Paraphrased from Richter7 branding materials

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KEY EMOTIONAL DRIVERS • Insanity • Pain & Fear • Addiction & Adrenaline • Freedom • Triumph • You Only Live Once • Acceptance

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INSANITY Nitro Circus heros have an inexplicable, unconventional, and intriguing rationale. They make decisions that tend to counter conventional instincts and wisdom. They are a little messed up in the head. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“I find insanity fascinating. At times I wonder if I might be insane in some way”

Double vision, hallucination, facial expressions, crazy eyes, disorder, religious/ superstitious, compulsive, things that are labeled, improvised, random, unexpected, alienating, symbolic, photo negative, sketchy, subconscious, indecisive, distorted, unfinished.

“I have personally known someone who was mentally whacked in some way. I can identify with the foreign feeling of having to deal with them.” “I would never take a risk like that” “I love things that are random and surprising—things that I have never seen before and that I would never think of in a million years” “That’s some messed up shit. It’s beyond my comprehension.” 8


PAIN & FEAR Nitro Circus heros have been hammered into the ground so many times and injured in so many different ways that they have developed an unusual tolerance for pain and fear. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“Most of my life decisions are ruled by fear and self-preservation. I admire people who overcome fear and don’t let it rule them.”

Scarlet red, caution yellow, fractured, nightmare, broken, dented, repaired, masked, protective gear, first aid, ambulance, crashes

“I have experienced pain and I admire people who can tolerate it. “ “Fear keeps me from enjoying life.”

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ADDICTION & ADRENALINE Nitro Circus heros live for the next adrenaline rush. They are preoccupied with it and want a bigger rush every time. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“I love adrenaline rushes. I will buy products that can create that feeling.”

Intense photos of amazing feats, ramps, helmet cam, high risk, near death, bad wrecks

“Adrenaline makes me feel alive and free.” “I can relate to addiction and irresistible cravings.” “I know I shouldn’t do it again but it is inevitable. I need it. I crave it. I am preoccupied and can’t stop thinking about it.”

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FREEDOM Nitro Circus heros soar through open space and seem to have no limits or inhibitions imposed on them, They make their own rules and can do what they please. They can fly. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“I wish I could fly”

Photos of airborne Nitro Circus heros, sky, open spaces, breaking laws

“I live under too many rules.” “Its fun to break rules and get away with it.” “I’m not allowed to do what I want.”

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TRIUMPH Nitro Circus heros succeed. They are tenacious and never quit. They have no regrets. They are highly skilled and are rewarded for it. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“I admire people who win.”

Not giving up, getting back on bike after crash, crowd adoration, trophies, winners circle, international trips, ranch, signing autographs, expensive toys.

“I admire people and I am inspired by people who never quit and always bounce back” “I admire people who work hard” “I could never do that”

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YOU ONLY LIVE ONCE Nitro Circus heros live in the present, live every day to the fullest, and have a great sense of humor. Their focus is on having fun today. They live their dreams. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“Time is going by and I am getting too old or out of shape to do things I used to.”

Clowning, Tenacious J in 70s leisure suit, water slide, fireworks battles, bigwheel speed records.

“I don’t have enough fun. I spend too much time on things that I don’t enjoy” “I need to live my dreams.”

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ACCEPTANCE Nitro Circus heros can be themselves. They have no inhibitions and are friendly, approachable, and good people. They won’t judge you. CUSTOMER EMOTIONAL NEEDS

FULFILLMENT DEVICES

“I want to be accepted for who I am.”

Nitro Circus heros welcoming autographs and fan photos, uninhibited shirtless fat guys, tattoos, bizarre performances, untalented performances,

“I wish I could be myself” “I hate being judged or discriminated against”

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GRAPHIC STANDARDS


CORE LOGOS

CORE LOGO

BOMB SYMBOL

This logo should be used at least once on every Nitro Circus product. It’s geometry should never be modified, rearranged, or merged with foreign objects. It may be distressed, hammered, extruded, tilted as long as the logo remains recognizable.

This bomb can be used alone in a design as long as the core logo also appears somewhere else on the product. The goal is to build recognition of this symbol.

TRAVIS ONLY This logo should only be used for items relating to Travis Pastrana. 16


KEY VISUAL VOCABULARY

STARS & STRIPES When possible, the stars, stripes, and gears graphic elements should be included in the overall design of the piece. This will strengthen the association of the Nitro Circus brand with the MTV show.

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COLORS* There is not yet a definitive color palette for the Nitro Circus brand. Because of the randomness of the brand, any color that conveys the Key Emotional Drivers is acceptable—any color that creates a feeling of intensity and attitude, Colors that tend to work well are: RICH RED

SKY

Danger, emergency, and intensity

Freedom, peace, fulfillment

FIRE

SCHOOL BUS

Caution, heat, and fire.

Rules, #2 pencil, the establishment

GUTS

EARTH

Blood, adrenaline, bridled energy

Foliage, nature, solitude

*This color palette is under development at this time. In the future a more specific guideline may be developed, but until this happens, use these rough guidelines.

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TYPOGRAPHY PRINT

WEB

This typeface should be used for institutional communications such as pamphlets, stationery, presentations, brochures, etc. If Interstate is not available, then Trebuchet should be used.

Trebuchet MS

Interstate

The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog The quick brown fox jumped over the lazy dog

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DISPLAY FONTS These typefaces have been used successfully in the past, but any typeface that reflects the Emotional Drivers is acceptable.

Bell Gothic Black

STENCIL PIZZA OPTI

Consolas Museo Sunshine in my soul

Eclat

taller evolution

Rockwell Champaign & Limousines

Star avenue


TEXTURE Generally textures should convey the Key Emotional Drivers. If a texture is used it should not be just arbitrary decoration, but have an underlying purpose that adds subtly to the message. Some textures that fit well in the Nitro Circus brand are:

• • • • • • • • • 20

Stained Spattered Worn Aged Patched/Repaired Corroded Fractured Dirty Imprinted

A WORD OF CAUTION Because many of these textures are overused and have become rather cliche in the action sports industry, they should be employed intelligently in new ways that make them seem fresh.


DESIGN EXPRESSION* Some spectrums to guide design approach:

CHAOS

ORDER

LOUD

QUIET

VARIETY

UNIFORM

RANDOM

PREDICTABLE

HIDDEN

* very rough draft

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OBVIOUS


QUESTIONS?


QUESTIONS? This brand document is under development. Please address feedback, ideas, questions, and concerns to:

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MATT MAXWELL

KURT NICOLL

Executive Creative Director Godfrey Entertainment

Chief Operating Officer Godfrey Entertainment

801-633-7756 mattm@godfreyentertainment.com

801-572-6816 kurt@godfreyentertainment.com


Nitro Circus Brand Identity