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Visual Stategy Guide
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BOOK 01
CBGB Rebranding Process
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TABLE OF CONTENTS
TABLE OF CONTE NTS
Table Of Contents
Visual Standard Guide
01
STAGE OF THE PAST
Brand History
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Hilly Kristal
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Mile Stone Of CBGB
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02
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OUR NEW DIRECTION
Audience Profile
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Competitors
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STAGE OF THE FUTURE
Our New Mission
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New Vision
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In The Stategy Phase The spirit of CBGB grew from the minds of the founder Hilly Kristal–providing a stage for unconventional artists. Since we want to revive this vision today, we need to present a consistent and recognizable identity to our audience. This journey begins with identif ying a strong strategy for our rebranding objective, which would require us to examine our history, vision, audience, competitions, and our possible future. The goal of this phase is to identif y what it would take to make CBGB relevant and sustainable and for future generations.
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CBGB Rebranding Process
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To me, punk rock is the freedom to create, freedom to be successful, freedom to not be successful, freedom to be who you are. It's freedom.
Visual Standard Guide
-Patti Smith
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CBGB Rebranding Process
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STAGE OF THE PAST
STAGE OF THE PAST
01
Visual Standard Guide
STAGE OF THE PAST Brand History
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Hilly Kristal
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Mile Stone Of CBGB
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CBGB Rebranding Process
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STAGE OF THE PAST
BR AND HISTORY
Visual Standard Guide
BRAND HISTORY
CBGB & OMFUG stands for “Country, Bluegrass, Blues and Other Music for Uplifting Gormandizers”
Founded on the Bowery in New York City by Hilly Kristal in 1973; the legendary music venue fostered new genres of American music, including punk and art rock, that defined the culture of downtown Manhattan in the 1970s, and that still resonate today. In this role as cultural incubator. CBGB was originally intended to feature its namesake musical styles, but became a forum for American punk and new wave bands like the Ramones, Blondie, Talking Heads, Misfits, Television, Patti Smith Group, The Dead Boys, The Dictators, The Cramps, and Joan Jett. From the early 1980s until its later years, it would mainly become known for hardcore punk, with bands such as Agnostic Front, Murphy’s Law, Cro-Mags, Gorilla Biscuits, Sick of It All, and Youth of Today becoming synonymous with the club. In the 1990s, CBGB became closely associated with bands like Sum 41, Korn, Green Day and Guns n Roses with GnR’s Duff McKagan acting as an ambassador of the CBGB attitude all around the world.
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CBGB Rebranding Process
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STAGE OF THE PAST
HILLY KRISTAL
“ DON’T COPY SOMEBODY. DO YOUR OWN THING, YOU KNOW? YOU WILL LIKE IT BETTER IF YOU’RE A SUCCESS”
Visual Standard Guide
Hilly Krystal at CBGBs front door Photo by Ebet Roberts
Founder Of CBGB 1931–2007
- Hilly Kristal
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BOOK 01
MILESTONES
STAGE OF THE PAST
Three months after Appetite For Destruction landed, but before it broke big, GN’R played an acoustic set at CBGB’s Record Canteen
CBGB Rebranding Process
CBGB was opened in Manhattan’s East Village.
1973
The first performance of The Ramones in CBGB.
1974
1975
The first performance of The Police in CBGB.
1978
The first performance of Blondie in CBGB.
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1987
Visual Standard Guide
MILESTONES The violence inside and outside of the venue prompted Kristal to suspend hardcore band bookings.
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The founder Hilly Kristal died.
2006
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CBGB was reborn as the largest music festival in New York City.
2013
2017
The film CBGB directed by Randall Miller was released.
Upon Patti Smith’s last show at CBGB, the storied bar and club closed.
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CBGB Rebranding Process
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STAGE OF THE FUTURE
STAGE OF THE FUTURE
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Visual Standard Guide
STAGE OF THE FUTURE Our New Mission
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New Vision
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STAGE OF THE FUTURE
OUR NEW MISSION
OUR NEW MISSION
As a live music bar, CBGB was most typical of the times in which it lived. It became a face for that—a venue unafraid of looking weird, loud with its opinions, it set trends, pushed limits, and did all of that while generally not caring about what anyone else thinks—even though it was already out of business for more than 10 years, however, the spirits of CBGB is still resonate today.
Visual Standard Guide
Supporting unconventional artists to realize their innovative creativity and artistic freedom, and inspiring other offbeat spirits. 21
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CBGB Rebranding Process
STAGE OF THE FUTURE
OUR NEW MISSION
The new CBGB will bring the attitude which embodied in the venue, transfer as a platform which supports artists who got unconventional thoughts and original works. Art could be thought-provoking, especially those controversial and incisive ones, but people need time to discover its value, just like those rebellious voices on the stage of past CBGB. We want to support those offbeat talents to complete their creativity, and protect the freedom for their artistic expression, and further, inspiring the public to discover and express their true self. The new CBGB focus not only musicians but people who have a creative mind and a unique characteristic. We believes every individual has their unparalleled potential and that original voice is just the power to break the new ground. We provide the resource and stage for creative people and the opportunities to be a partnership with organizations and people that dedicate to the creative industry. Moreover, we help creators promote their works and engage in creative education to prolong creativity to the next generation.
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Visual Standard Guide
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CBGB Rebranding Process
STAGE OF THE FUTURE
NEW VISION
OUR PAST STAGE aspects. It reminds us to stay wild, to challenge the mainstream norm and to be true. The classic spirits will never be faded.
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Visual Standard Guide
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NEW VISION
STAGE OF THE FUTURE
New Vision CBGB Rebranding Process
CBGB
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Visual Standard Guide
Continuing the spirits of punk culture, the new CBGB brings the audience the vibrant, unfettered and imaginative atmosphere in a modern way.
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CBGB Rebranding Process CBGB Rebranding Process
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OUR NEW DIRECTION
AUDIANCE PROFILE
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Visual Strategy Guide
OUR NEW DIRECTION Audience Profile
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Competitors
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OUR NEW DIRECTION
AUDIANCE PROFILE
We need to explore the range of your potential audience. This is an important process of identif ying and understanding who I am talking to. This is also important before starting a conversation. CBGB Rebranding Process
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Audience Profile
Age: 41 Occupation: Graffiti Artist Location: Memphis Gender: Male
Visual Strategy Guide
PE RSONA 01 Logan Hicks
A Local Graffiti Artist Logan is a full-time Graffiti Artist and also a father of a two-year-old little girl. He devotes all his passion for street art but he needs to face the practical situation, he needs money to raise his family and buy spray paint. He got talent and has had a good reputation in the local street art group. He is trying to find any possibility to acquire more resources for his art and his beloved family.
+ A dad who is a full-time job graffiti
+ He wants to communicate with
+ Want to have more collaborate with
+ Want to investigate more legal
+ Kind of repelling to the art agency.
+ He tries to create bigger scale
artist.
different kind of industries.
+ Trying to decline the time of
technology usage in daily times.
audiences directly. wall in Memphis.
works but doesn’t have enough budget.
Audience Spectrum
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OUR NEW DIRECTION
AUDIANCE PROFILE
PE RSONA 02
Age: 26 Occupation: software engineer Location: San Francisco Gender:Female
Carly McAvoy
A Social Activist CBGB Rebranding Process
Carley’s friends think that she was born as a bleeding heart. She shows initiative in caring for minority groups and underprivileged people. She also cares about the environment and animal rights. She is a vegetarian.
+ She will give food or money to the
+ products which are certificated
+ She always feels upset when she
+ She believes human beings have
homeless on the street in San Francisco. reads the news about some minority group is suffering somewhere in the world.
+ She is also a volunteer for the “Help SF Homeless” project. She always purchases the
by an organic, green, and fair-trade organization.
the chance to create a better world.
+ San Francisco is her hometown and she likes this diversity society.
+ She usually twitters the news
and articles about human rights or environmental issues.
Audience Spectrum
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Visual Strategy Guide
Age: 38 Occupation: Journalist Location: Manhattan Gender: Male
PE RSONA 03 Darnell Morris
A Professional Music Critic Darnell Morris is a journalist who works for Rolling Stone magazine. His brother attended college and left him a lot of rock bands cassette tapes and vinyls since John was 8-year-old. This was a turning point for John and opened his mind for rock’n'roll. Moreover, he is Manhattan native and kind of interesting with music in the ’50s and ’60s.
+ His articles usually focus on the
+ He is also an expert in rock’n’roll
+ He is interested in not only
+ He is a rock music connoisseur.
music industry.
what musicians create but also their history and background.
+ He prefers to discover new and original music.
history.
+ He follows musicians, bands,
and rock music-related person on Twitter for obtaining the first-hand news.
+ He runs his blog to provide rock news and his comments.
Audience Spectrum
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OUR NEW DIRECTION
AUDIANCE PROFILE
PE RSONA 04
Age: 37 Occupation: A music festival director Location: Chicago Gender: Female
Alicia Wallace
A Musician Scout CBGB Rebranding Process
From her experience of working for the music industry, she has realized the opportunities for live performance are important for rock bands, especially for newbies. The live show experience is helpful for artists to obtain creative inspiration. For artists, they always need a stage to present themselves or their works.
+ She is familiar with the music
industry as a festival director.
+ She is always looking for new
bands and artists online or at the live house.
+ She has worked in the music
industry for more than 10 years. Her experience taught her that there is always a chance of creating a new style of music.
+ She has one kid who is 8 years old. She is trying to educate him to enjoy the creation.
+ She wishes that she can see
the next superstar emergence like Nirvana or Jimi Hendrix.
+ She likes to create pottery.
She has participated in art and craft fair for 5 years.
+ As a festival director, she likes to keep some positions for new bands.
Audience Spectrum
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Age: 42 Occupation: A coffee roaster Location: Portkand Gender: Male
Visual Strategy Guide
PE RSONA 05 Scott Bradley
A Coffee Roaster
He is a great coffee roaster and a good husband. He works hard and be enthusiastic about his coffee business. He is proud of his career and manages three coffee shops with his wife. He believes that he was born to make and brew coffee. He thinks that roasting coffee is a delicate art; he also knows lots of customers who are artists. However, he has no experience and interests in art or any kind of hipster thing.
+ He is a gormandizer and also ususally cooks for family and friends. He believe that to sharpen the sensibility of his gustatory sense helps him roaster better coffee. + Because of his family business, he became a coffee roaster. He believes that he was born to make coffee. + He isn’t interested in art. But if you ask him about art, he will say that he is doing art too. Roasting coffee is a kind of art for him.
+ He has no child. He loves his wife, and they plan to have two children in the future, but for now, they still focus on elaborating their coffee career. + His father is also a coffee roaster. Now Scott hopes in the future, his child can carry forward the family business. + He usually spends his holiday with his family for outdoor activities. + He is well-read and he needs to be because of his career. A coffee maker needs to know physics, botany, geology, meteorology, and plant physiology.
Audience Spectrum
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OUR NEW DIRECTION
AUDIANCE PROFILE
Age: 29 Occupation: Art Student Location: Los Angeles Gender: Female
PE RSONA 06 Kim Park
CBGB Rebranding Process
A Live Jazz Enthusiast Kim Park is an art student and She came from Korea. She has been in Los Angeles for 3 years. She has been a piano player in a jazz band for 8 years since she was a high school student. The band finally dismissed and She decided to come to Los Angeles for pursuing his new goal to become a visual artist.
CBGB Rebranding Process
+ She is usually seeking for a live
+ She is an idealist. She still
+ She interprets Jazz spirit as
+ She is a member of
+ She treats these jazz spirit as
+ Before She purchases any
Jazz Jam session to spend her weekend.
being freedom, innovative and energetic. his motto of life.
+ As an art student, she loves to spend his time in the gallery and art event. She always expects to see something amaze her.
believes that music and art could save the world. Greenpeace. She cares about environment protection. product, she’d like to understand the history and background of the brand. She wants to know how much the brand care or damage the environment and society.
Audience Spectrum
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Visual Strategy Guide
Competitors It is necessary to study the potential competitors of our brand. By understanding the characteristics, purpose, and vision that comprise the competitive brands can discover opportunities for differentiating our brand. This will help the new CBGB developing a comprehensive picture of the market landscape and the opportunities that exist within it.
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CBGB Rebranding Process
OUR NEW DIRECTION
COMPETITORS
CURRENT COMPETITORS CBGB was a legend live music club during its heyday. The current competitors for CBGB would be other live music venues, clubs and also music festivals, especially those encouraging artists to perform original music, while the founder Hilly Kristal insists that “no cover bands” could play on the stage of CBGB.
Live music Venue/Bar
Cafe Wha? The Greenwich Village nightclub “Cafe Wha?” where the young performers like Jimi Hendrix, Bruce Springsteen, Woody Allen, Lenny Bruce, Bill Cosby and Richard Pryor got early chances to hone their talents.
Rock wood Music Hall a music venue on the Lower East Side of Manhattan, New York City. Ken Rockwood opened the establishment in 2005 as a small bar and a music venue that features three stages and a record label of the same name.
The Groove The Groove is the only place in New York City to hear live Funk, Soul, and R&B music 7 nights a week.
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Visual Strategy Guide
Music Festival
Coachella Valley Music and Ar ts Festival
SF Jazz Center A music venue inSan Francisco, California, that opened in 2013. It is considered the “first free-standing building in America built for jazz performance and education.�
The Bitter End Established in 1961, The Bitter End is the oldest rock and roll club in New York City. The classic red brick stage backdrop and intimate vibe make this historic venue as iconic as its many headliners.
An annual music and arts festival held at Californua. Today, it is one of the largest and most profitable music festival in the United State and all over the world
Bill Graham Civic Auditorium
Outside Lands Music and Ar ts Festival
A multi-purpose arena in San Francisco, California,The arena has hosted concerts by many famous artists, spanning many different genres.
The Outside Lands Music and Arts Festival is a music festival held annually in San Francisco, California, at Golden Gate Park.
Blue Note Jazz Club New York
House of Blues
Since its inception in 1981, Blue Note has become one of the premier jazz clubs in the world and a cultural institution in Greenwich Village.
House of Blues is a chain of live music concert halls and restaurants in major markets throughout the United States.
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CBGB Rebranding Process
OUR NEW DIRECTION
COMPETITORS
ADJACENT COMPETITORS
Streaming Media Ser vices
Netflix With similar offering but fall into adjacent industry spectrum with CBGB, these brands are digital or physical stage which provide environment thriving audio and video art.
American media-services provide the subscription-based streaming OTT service which offers online streaming films and television programs in-house.
Yoy tube YouTube allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos.
Theatre
AMC Theatres AMC Theatres is an American movie theater chain headquartered in Leawood, Kansas, and is the largest movie theater chain in the world.
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Visual Strategy Guide
Physical/ Digital music ser vices
Radio Network
Apple Music A music and video streaming service developed by Apple Inc. Users select music to stream to their device on-demand or listen to curated playlists.
iHear t Radio Aamzon Music
Spotif y
Amazon Music is a music streaming platform, online music and audio CD store operated by Amazon.com.
An audio streaming platform launched by Spotif y AB in2008. It provides DRM-protected music and podcasts from record labels and media companies.
A free broadcast and internet radio platform. As of 2017, iHeartRadio functions as a music recommender system and is the national umbrella brand for iHeartMedia’s radio network aggregating its over 850 local iHeartMedia radio stations.
Amoeba
SoundCloud
KEXP-FM
Since 1990, Amoeba Music has welcomed independent music lovers of all kinds to our unique, vibrant stores in California.
An online audio distribution platform and music sharing website based in Berlin that enables its users to upload, promote, and share audio.
KEXP-FM (90.3 MHz) is a public radio station in Seattle, Washington, that specializes in alternative and indie rock programmed by its disc jockeys.850 local iHeartMedia radio stations.
They’re a 21st century music outlet, a website, a popular live performance venue.
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OUR NEW DIRECTION
COMPETITORS
Aspirational Competitors To reimagine the future of the brand, we must imagine the space that the brand will exist in by looking at its aspirational competitors. Our future competitors are mostly art and music organizations which stand for the same purpose as the new CBGB, supporting talented artists to complete their innovative creativity and protect the freedom for their artistic expression.
Ar t Education & Suppor ter Organization
Printed Matter, Inc. An independent non-profit grantsupported bookstore, artist organization, and arts space located in New York City. Holding the famous NY Art Book Fair and LA Art Book Fair.
ISPA Bring together performing arts leaders to discover the next great idea, and rejuvenante their passion for the arts.
Ar tspan An nonprofit organization which creates a platform for artists to thrive, fostering a Bay Area that values the arts through SF Open Studios, youth and adult education, and art-centric events.
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Visual Strategy Guide
Cultur & Ar t Foundation
Contemporar y Ar t Venue
The Andrew W. Mellon Foundation
SFMOMA
Ar tistic Freedom Initiative The Artistic Freedom Initiative’s mission is to protect, promote, foster and fulfill the freedom of artistic expression.
Inner- City Ar ts One of the nation’s most effective arts education providers, is an oasis of learning, achievement and creativity in the heart of Skid Row.
POW! WOW! POW! WOW! is a gathering of contemporary artists that engages with the broader community in the process and creation of art.
The Andrew W. Mellon Foundation seeks to strengthen, promote, and defend the centrality of the humanities and the arts to human flourishing and to the well-being of diverse, fair, and democratic societies .
The National Endowment for the Ar ts An independent federal agency that funds, promotes, and strengthens the creative capacity of our communities.
SFMOMA is dedicated to making the art for our time a vital and meaningful part of public life. For that reason, we assemble unparalleled collectionsand develop engaging public programs.
The Lab To reimagine the future of the brand, we must imagine the space that brand will exist in by looking at it’s aspirational competitors.
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BOOK 02
MOVING FORWARD
MOVING FORWARD
In the strategy guide, we explore and settle down the new direction of CBGB. In the next phase, we will show the process of how the new identity was developed with our strategies.
Please check the CBGB Rebranding Process
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CBGB Visual Development Guide
Resource
Visual Standard Guide
Unsplash https://unsplash.com DEATH TO STOCK https://unsplash.comhttps://deathtothestockphoto.com CounterPulse http://www.counterpulse.org/?fbclid=IwAR2o8vHZwjPfyXDQt5jiPNOL9cdwQhU0k5a1i75 PJhTR8V-J1JTd-w5QsMc Bemis Center for Contemporary Arts https://www.bemiscenter. org/?fbclid=IwAR1aRf3kv46eAm-LUDApXDAbp8UY5Lj9g0Ib5i2EnJXJffPumeJFqM0gUno iscp - International Studio & Curatorial Program https://iscp-nyc.org/?fbclid=IwAR2uhKFITv62eCwDIQR183AjV Y27O-nlcaevKQBae0ijQ779V-T0ta6fLIw CBGB Official Site https://www.cbgb.com/about The Bowery Boys: New York City History http://www.boweryboyshistory.com/2010/05/cbgb-omfug-punk-music-historyon-bowery.html Wikipedia https://en.wikipedia.org/wiki/Main_Page
This book is a non-commercial project for education purposes and is not intended to represent the CBGB.
All right are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means electronic, mechanical, recording, photocopying or otherwise prior permission of Shane Lee.
Copyright 2019 Shane Lee Design Shane Lee Course Nature of Identity Instructor Hunter Wimmer Academy of Art University
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