Josie Buchanan's company brand identity project

1. Brand Identity Project
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Josie Buchanan

2. Brand Name
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Backstory
This name was selected because the studio hopes to rekindle a passion for traditional style animation. A keepsake
is something that has value to a person regardless of it’s actual monetary worth. As a traditional studio Keepsake
relies on skills of animation and storytelling to compete with flashy technology of today.
A colleague of mine actually come up with the name. Names were discussed that focused on dream and
imagination , but our research turned up too many results. “Keepsake” was the compromise name that we
developed through looking at the values of what the studio would stand for and the types of stories that we
already have on the drafting table.
Legality
According to research done online, no animation studio actually uses the name Keepsake Animation. A Keepsake
Video Productions is copyrighted, but they are a localized video production company that focuses on filming
weddings and special occasions. No copyright infringement is expected.
The brand name itself falls under the category of Arbitrary or possibly Suggestive, according to the article Pursuing
Strong Brand. The name is arbitrary, as it does not relate to animation per se (please note that i am referring to
“Keepsake” and not Keepsake Animation, as a person who says PIXAR automatically assumes PIXAR Animation),
but when used as “Keepsake Animation” it has more of a suggestive tone, as now the audience is told that they are
talking about an animation studio.

3. Logo
Keepsake Animation
Laws, Effectiveness and Design
Law of Shape: Horizontal logotype with emblem or symbol logo in middle of type. Logotype clean, classical
handwritten style font - Edwardian Script IJC. Windshield design applied to logo with type. Emblem logo,
slanted to give impression of horizontal length.
Law of Color: Colors used are deep, royal purple and complementary golden yellow. Color reflects
superiority of design and exceptional quality of product. Think of Crown Royal bourbon.
Effectiveness of logo : Relatively high. Color usage different from all other animation leaders in the industry.
A simple logo design with an easy to read script font. Clean cut designs.
Flaws: Type may be too hard to read. Less flair, more sparse for the typeface.
Logo reflects the brand name and the type of product or service that will be available. This is not a brand that
will put out shoddy work, and the logotype and design should reflect that.

4. Logo Cont.
Keepsake Animation
Competition Examples
Disney, Pixar, Dreamworks, and Blue Sky
NOTE: All logo’s except Disney animation’s
newest logo all have a majority of blue color. This
is the major reason that I did not go with a blue
Local Competition color as the logo and typeface color. Ries’ says to
stand out among your competitors and what better
way to stand out then to go completely against
your competition.
Disney uses a hand written style font of Walt’s actual name,
Dreamworks,Pixar, and Blue Sky all use a serif style font in their
logo. Local competition, Steelehouse Productions uses a san serif
font with small cut outs/stills of images of their projects. They
have an industrial style to their logo and design, defining cutting
edge.

5. Corporate Culture
Keepsake Animation believes in exceptional animation with great storytelling and
style. We hope to provide quality family entertainment that all ages can enjoy and
hold on to. Family features with faith based and wholesome messages will be
prevalent in our production line. Keepsake Animation holds to the vision of reviving
traditional animation in a pro-technology culture, by following the precedents set
forth by animation pioneers.
Who We Are, and How We Do It
Keepsake Animation is an animation studio that provides quality animation and storytelling akin to the
classic style animation of early Disney, and Fleischer Studios.
Our company will work, study and follow the principals of animation set forth by the giants in the industry
today and the history of the industry.
We will always hold to traditional practices and principals. All employees of Keepsake Animation should
have a traditional background and a passion for 2D/Traditional style animation.

6. Mission Statement
Mission Mantra
Exceptional Tradition Animation and Storytelling
Mission Statement
Our company provides quality animation and storytelling through traditional
style animation. We do animation that is done by top quality animators,
innovators, and dreamers to reach and entertain audiences of all ages.
This mission statement and mantra will appear in the employee handbooks and policies and through the
conduct of the employees. Also through the products produced by our company to the audiences that watch
our features.
This mission statement and mantra is directed to both employees and customers/audiences/viewers.
This mission statement has a clear message to both the audience and the employee. Keepsake Animation
stands for quality entertainment and reviving an almost lost art.

7. Tagline
Keepsake Animation
Effectiveness and Meaning
The tagline shows what we stand for in our stories and animation. It shows our creativity and drive through
the use of action words to our viewers. It gives them an action to challenge them.
I believe this tagline speaks not only to the viewer but also to the employee of Keepsake Animation. It tugs at
the heart of things that people use in connection with keepsakes. It also speaks to every person regardless of
where they are from or what age they are. All people dream, all people hope, most people have some kind of
a belief that they put trust in and most, if not all people understand love in some way.
This is an Imperative tagline category, that reinforces what Keepsake Animation actually stands for. It conveys
an action to the viewer so that they can have a tangible description for an ideal. Since the animation is not a
product that they possess themselves, but a product that is viewed at home or in theaters.