Tournament of Roses Brand Strategy

TOURNAMENT of ROSES

Tournament of Roses Brand Strategy

Jack M Moore

2

Tournament of Roses

Tournament of Roses Brand Strategy

Jack M Moore

Graduate Studio 1 Mentors: Samantha Fleming, Carolina Trigo Published December, 2019 For academic purpose only. Not affiliated with, or endorsed by The Pasadena Tournament of Roses.

Table of Contents

01 Brand Research

08

02 Market Research

26

03 Brand Strategy

56

04 Design Development

70

05 Branding Guidelines

92

Brand Strategy

5

6

Tournament of Roses

Brand Strategy

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8

Tournament of Roses

01

Brand Research

Brand Strategy

9

10

Tournament of Roses

Brand Strategy

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Tournament of Roses

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History of Pasadena Pasadena was originally inhabited

by Hahamongna people, before the Spanish established Mission San Gabriel.

After California was ceded from Spain, to Mexico, and then the US, Pasadena was settled by farmers from the Midwest who continued growing olives and oranges.

It soon became a winter resort town for wealthy New Englanders, and Midwestern tycoons. The New

1771 San Gabriel Mission Established

by Spain

Pre-1771 Hahamongna and Tongva people are predominant inhabitants of Pasadena.

1852 California becomes US State

Englanders established a patrician, East Coast culture unique from Southern California. This is the source of the Tournament of Roses.

1875 Orange Grower Assoc Founded

1891 Cal Tech established

1880 First Citrus Fair

1833 Mexican Rule Begins

1886 Renamed Pasadena 1874 Indiana Colony established by mid-western farmers.

1890 First Tournament of Roses.

1909 Linda Vista Fire

1908 Gamble House Built

Brand Strategy

1936 Jet Propulsion Lab Founded

1950 Beginning of immigration from LatAm

1978 Pasadena ordered to desegregate schools

1970 210 Freeway built

1978 First Doo Dah Parade

2003 Gold Line Metro expands to Pasadena

1993 Halloween Massacre by the Bloods

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Present

14

Tournament of Roses

City of Pasadena

City Values

Name Etymology

• Responsiveness • Honesty and integrity • Accountability • Excellence • Open, clear and frequent communication • Innovation • Diversity & inclusiveness

Pasadena is derived from a Chippewa/Ojibwa word for “Crown of the Valley,” the second name for the settlement after Indiana Colony.

City Mission The City of Pasadena is dedicated to delivering exemplary municipal services responsive to our entire community and consistent with our history, culture and unique character.

City Vision Pasadena will combine world class events, science and technology, arts and culture, history and architecture with great neighborhoods and opportunities for all.

This translation was chosen because original settlers were from Indiana (where Chippewa, & Ojibwa are from in the Anishanaabe nation).

Brand Strategy

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Tournament of Roses

Brand Strategy

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Tournament of Roses

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History of Tournament of Roses Pasadena Tournament of Roses Association, created by the efforts of Charles Frederick Holder and Francis F. Rowland, is the non-profit organization that has annually produced the New Year’s Day Rose Parade since 1890 and the Rose Bowl since 1902.

“America’s New Year Celebration” is “a festival of flowers, music and equestrians and sports unequaled anywhere in the world”, according to the Tournament of Roses. The association has 935 volunteer members and the members spend some 80,000 combined work-hours to stage the events.

Members of the Pasadena Tournament of Roses Association are people from the community. When they join, they are between the ages of 21 and 66, live or work within 15 miles of Pasadena City Hall, and are willing to work on New Year’s Eve and New Year’s Day. They must have

1902 First Football Game

1890 Tournament of Roses Founded First Rose Parade held, followed by Chariot Races, and races.

1905 First Rose Queen

1916 Football becomes Permanent Event

“a reputation for integrity, reliability, dependability, commitment and dedication”. Members are required to devote the time and effort to perform the designated task at the time required. They are interested in community service, as evidenced by involvement in professional, civic, service, political and community organizations, according to the association.

In December each year, a fleet of white vehicles, provided by American Honda, with special “T of R” license plates, is seen throughout the San Gabriel Valley.

1922 Rose Bowl Venue Opens

1920 End of horsedrawn float era

1923 First officially named “Rose Bowl Game”

1942 Game moved to North Carolina b/c of WWII

1959 Wrigley House Donated

Brand Strategy

2007 Parade attendance begins decline from 1m

1983 Tournament of Roses Charity started

2004 Parade first aired in Chinese

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2011 Honda Begins Sponsoring Parade

2010 Parade aired in 127 Countries

Present

2018 Parade streamed on Amazon

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Tournament of Roses

Official Trademarks • America’s New Year Celebration® • Pasadena Tournament of Roses® • Rose Bowl® • Rose Bowl Game® • Rose Parade® • Rose Queen® • The Granddaddy of Them All® • Tournament of Roses®

Brand Strategy

Brand Structure

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Tournament of Roses

Current Brand Vision Statement • Be a globally admired New Year’s celebration whose combined event audience is the largest in America.

• Be respected as a vital community organization that provides significant economic benefits throughout the Southern California region and for participating in athletic conferences.

• Combine a compelling vision of excellence with financial vitality and independence.

• Serve as an inspiration and model for other volunteer and non-profit organizations throughout the world.

Brand Strategy

Current Brand Value Attributes • Striving for excellence in everything we do.

• Bringing people together

• Respecting the Tournament of Roses heritage

• Having fun!

• Being innovative and inspirational • Practicing teamwork with passion, commitment and enthusiasm.

• Promoting volunteerism, diversity and community support • Honesty & integrity

Heritage

Culture

Community

Innovation

Inspiration

Sportsmanship

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Tournament of Roses

Past Tournament Identity

Brand Strategy

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Tournament of Roses

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Brand Strategy

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Market Research

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Tournament of Roses

Consumer Trend Diffusion

Trends can be tracked by archetypes who push them forward and popularize them. They can be broken down into:

3% Innovator 12% Early Adopter 35% Early Majority 35% Late Majority 15% Late Minority

m

Brand Strategy

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Consumer Archetypes

Analyzing potential and current Tournament of Roses customers of value.

Innovator

Early Adopter

Early Majority

Culture Finders

Celeb Influencer

Insta Influencer

Late Majority

Late Minority

Yuppie at Heart

Family Values

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Tournament of Roses

Consumer Archetypes Curve Placement

Innovator

Early Adopter

Early Majority

Culture Finders

Celeb Influencer

Insta Influencer

Brand Strategy

Late Majority

Late Minority

Yuppie at Heart

Family Values

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32

Tournament of Roses

Culture Finders

Innovator

Early Adopter

Early Majority

Late Majority

Late Minority

Culture Finders

Celeb Influencer

Insta Influencer

Yuppie at Heart

Family Values

Brand Strategy

33

Age: 19-24 years 2% of Population $$$$$

Traits • Gen-Z • Tech savvy.

• In the creative fields • “Not being concerned with aesthetic” is their aesthetic • Actively looking for new trends, and to

Pain Points • Do not participate in “mainstream culture” • Will move on from a brand as soon as it “sells out” (aka as soon as it reaches out to influencers)

be the first to incorporate them.

• Wide socio-economic range, but typically not huge buying power.

• In large cities/cultural centers

Opportunities

Needs/Wants

• Collaborate with rising artists and musi-

• Does not want to follow the mainstream.

cians for concerts and art shows.

• To be the first to identify a trend.

• Secret shows, not publicized

• Their horizons broadened.

• Guerrilla marketing/word of mouth cam-

• Exclusivity

paigns

• To be around fellow Culture Finders

• Collaborate with hip designers for mer-

• Either authenticity or irony from a brand,

chandise.

they are too discerning to not have either of those.

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Tournament of Roses

Celeb Influencer

Innovator

Early Adopter

Early Majority

Late Majority

Late Minority

Culture Finders

Celeb Influencer

Insta Influencer

Yuppie at Heart

Family Values

Brand Strategy

35

Age: 23-35 years 6% of Population $$$$$

Traits • Highest wealth status.

• Trend knowledge is typically taken from Culture Finders without credit.

• Who everyone else looks to for their trend updates.

Pain Points • Negative PR around product/brand • Lack of visibility of a product.

• Anything not in keeping with their brand (not compromised)

• Live in media industry cities like: Los Angeles, New York, London, Shanghai, and, Hong Kong.

• They are a brand themselves.

Opportunities • Preview shows, and exclusive events.

• Charity galas for Foundation • Reach out for appearances in the Rose Parade • Exclusive LA New Years Eve Party

Needs/Wants • Brands vetted before they will publicly endorse them.

• Sizable social media following.

• Money/sponsorship driven.

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Tournament of Roses

Insta Influencer

Innovator

Early Adopter

Early Majority

Late Majority

Late Minority

Culture Finders

Celeb Influencer

Insta Influencer

Yuppie at Heart

Family Values

Brand Strategy

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Age: 16-27 years 15% of Population $$$$$

Traits • Gen-Z – Young Millennial • Tech savvy • Mid socio-economic status (Often dependent on parents/guardians) • Not necessarily famous, but they are people who communicate their lives and taste via social media.

• Can be niche-interest influencers or broad lifestyle influences.

Pain Points • Lack of visibility of a product.

• Entirely image focused.

• Lack of fan engagement affects revenue stream/esteem • Brands lacking social media presence (brands are vetted via social media).

• Anything not in keeping with their brand (compromised by money or recognition)

• Conscious of their own brands.

Needs/Wants • Promise of recognition or endorsement (not necessarily in the form of money) from a brand/Celeb Influencer.

• Engagement from fan base.

• Image consciousness, and needs to come off as appealing/enviable • Esteem-driven

Opportunities • Music festivals • VIP Parade viewing • Parade Glamping • Photography opportunities and meet and greets with Celeb Influencers.

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Tournament of Roses

Yuppie at Heart

Innovator

Early Adopter

Early Majority

Late Majority

Late Minority

Culture Finders

Celeb Influencer

Insta Influencer

Yuppie at Heart

Family Values

Brand Strategy

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Age: 29-37 years 20% of Population $$$$$

Traits • Young professional Millennials • Expendable incomes for leisure • Use social media for pleasure and friendship connection • Look to influencers for guidance and trend alert • Indulge in leisure activities they could not afford when they were younger (festivals,

Pain Points • Decentralized events (preferably on weekends, don’t want to waste vacation days) • Inaccessibility/non-all-inclusive events • Events that are too expensive/elite.

• Lack of social media presence (brands are vetted via social media).

theme parks, consumer goods)

Needs/Wants

Opportunities

• Accessibility to fun events

• Music, art and, food festivals

• Events that offer “two for the price of

• Museum/experiential space to make

one” events (ie festivals that offer food mu-

Tournament of Roses accessible through-

sic and comedy)

out the year.

• Brands that offer appeals to nostalgia/

• Float garden, where floats can be “plant-

their youth

ed” and seen throughout the year.

• Brands that are vetted by influencers or already established and known properties.

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Tournament of Roses

Family Values

Innovator

Early Adopter

Early Majority

Late Majority

Late Minority

Culture Finders

Celeb Influencer

Insta Influencer

Yuppie at Heart

Family Values

Brand Strategy

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Age:44-55 years 15% of Population $$$$$

Traits • Older parents whose children are Millennials or Gen-Z. • Work is not as much a priority as Yuppie at Heart, they’re set in their careers.

• Their children vet many of their brands.

Pain Points • They are tech-weary. The more analogue the better.

• Brands that are either too adult, or too child-centric

• Their children introduce them to new technology.

Needs/Wants

Opportunities

• Want to invest in a brand that has a

• Retain the basic idea of the Rose Pa-

good cause.

rade, by keeping it analogue with options

• Must have family friendly offerings that

for extra tech inclusiveness it keeps the

can exist parallel to adult options.

nostalgic spirit alive.

• Want/Have to bring their families

• Museum that allows consumer to expe-

• Invest in brands which they remember

rience the history of the events from their

from their childhood.

childhood.

• Streamline parade viewing options.

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Tournament of Roses

Brand Strategy

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Tournament of Roses

Tournament of Roses Competitors Current Competitors

Aspirational Competitors

Brand Strategy

Brand Color Audit

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Tournament of Roses

Competitor Brand Audit

Brand

Logo

Colors

Typo

Tournament of Roses

Cop

Macy’s Thanksgiving Day Parade

Cop

The Super Bowl

The Orange Bowl

E E

P Po

The Cotton Bowl

World Pride

Cop

Brand Strategy

Typography Copperplate Gothic Gotham

Copperplate Gothic Gotham

Endzone slab ENDZONE SANS Poppins Black Poppins Regular Didact Gothic

Copperplate Gothic Gotham

Web

Web

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Tournament of Roses

Aspirational Brand Audit

Brand Tournament of Roses

Art Basel

Logo

Colors

Typo

Copp

B

Chelsea Flower Show

Outside Lands

Frieze Art Fair

K South by South West

F

Brand Strategy

Typography Copperplate Gothic Gotham

BLOCK CONDENSED

Freight Sans

Tablet Gothic

Brown KARBON SLAB

Founders Grotesk

Web

Web

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Tournament of Roses

Positioning Matrix Brand Comparison to Competitors Tradition vs Erratic • Traditional event or a non-traditional event.

• Are these events a part of people’s habits?

Innovative vs Static • Do these events improve on their format or do they rely on their reputation?

Desired Position • TRADITION + INNOVATION • Ideally The Tournament of Roses will innovate its current brand while still maintaining its place as a tradition amongst consumers.

Tradition

Desired Position

Static

Innovative

Erratic

Brand Strategy

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Consumer Archetypes Matrix

Innovator Early Adopter Early Majority Late Majority Laggard

Tradition

Desired Position

Static

Innovative

Erratic

Tournament of Roses

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SWOT Analyses Analyzing the Tournament of Rose’s market sector standing and niches.

S W

Strengths Where a company excels especially in its business and industry.

Weaknesses Where a company lacks in its potential and amongst competitors.

O

Opportunities

T

Threats

Based on both weaknesses and strengths, what a company can do.

Generally external, but can also be an internal variable that threatens.

Brand Strategy

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Tournament of Roses

Strengths - Part of a strong tradition for families.

- Strong name recognition, and brand equity.

- Part of traditions for families.

- Completely unique from other parades. A unique part of Americana culture.

- Based in sunny California, as opposed to the wintry rest of the country. Creates an escapism.

- New Years is not uniquely American, so has potential for international syndication/recognition.

Opportunities - Lean into the New Year and floral aspect of the celebration. Focus on innovation, rebirth, and blossoming. Incorporating technology as a focus of the parade.

- Interactive AR tools for spectators of parade.

- Focusing on California culture: technology, innovation, agriculture, the Garden of Eden. Make it a cultural cele-

bration.

- Offer luxury spectator packages. Parade route glamping.

- Offer events that happen more than once a year. Flower Festival (ala Chelsea Flower Show), technology and agriculture/nature festival (How tech and nature can live in harmony), music/culture festival.

Brand Strategy

Weaknesses - Confusion with name. Is it Tournament of Roses, The Rose Parade, or The Rose Bowl Parade?

- Does not connect with New Year/ the holiday in the way other parades or celebrations do.

- Often not comfortable for spectators (sleeping on sidewalks, too hot, too cold, etc) No infrastructure for spectators.

- Rose Parade (Tournament’s main event) only happens once a year.

- Parades are non interactive, entirely a spectator event.

Threats - Lack of interest in parades.

- Rising age of new parents, reduces family demographic of audience.

- Compared to the Macy’s Thanksgiving Parade.

- Pasadena is a very niche city in terms of recognition. . (Less recognition than Los Angeles or New York)

- Identity too similar to City of Pasadena.

- People don’t want to wake up early to watch morning after New Years Eve.

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Brand Strategy Development

Brand Strategy

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Word Association 1 Ideating from key attributes from the Tournament of Roses identity.

Tournament

Pasadena

Parades

Roses Sports Football Morning Flowers Agriculture Americana Old School Pretty Sunny New Years Music Horses Cowboys California

Oranges Technology Art Science Space NASA Oranges Sun Hot Mountains Bungalows Craftsman Rich Suburban Parrots Crown City

Spectator Family Kids Non-Interactive Holidays Tradition Outdoors Waiting Outdated Too Hot, Too Cold Not Hip Corporate

Brand Strategy

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Brand Strategy

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Word Association 2 Opportunity Ideation Americana

Technology

• Nostalgia • Unites all Americans • Hello Dolly!

• Family Tradition • Embracing the old and the new • Aurelius Battaglia • Evocative of a time when Innovation and Nature were harmonious.

• Floats are representative of nature and technology working together.

• Draw on the presence of Cal Tech and JPL in Pasadena to sponsor tech events (conferences, cultural festivals) • Celebration of technology and culture like South by Southwest.

Flowers

Craftsman

• Rebirth • Persephone, Grecian. Seen in early Art Nouveau branding for Tournament of Roses.

• Representative of the New Year • Lean in more to the identity of being a celebration of the New Year • New Years Resolution spirit – updating mission for incremental betterment.

• Each Parade is themed with a resolution that Tournament of Roses will celebrate over the next year. (incorporated in festivals, cultural events, and exhibits) • Garden where floats from the past parade are “planted” – extends parade into the next year

• Nature • Woodworking • Dark Colors • Outdoors • Romanticism • Humanity existing with nature • Nature and Technology • Interpretation of modern Craftsman spirit unifying technology and nature in harmony.

Art

California

• Multimedia • Connects to a universality • Floats as art and craft • Art Festival that celebrates art and technology like Frieze, or Art Basel

• Nature and Technology • Innovation • Epitome of the American dream.

• Tournament of Roses as a Celebration of California spirit – by extension American Dream • Celebration of Diversity

Music

Outdoors

• Universal • Translates across live and digital media • Music as a communal experiences.

• Music Festival celebrating spirit of

• Farming • Getting away from technology • Can technology and nature work together in harmony?

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Tournament of Roses

Brand Strategy

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Tournament of Roses

Direction 1 Nature + Tech

“How can tech and nature live in harmony in this age?� That is the central question of the Tournament of Roses.

Celebrating Innovation and how it can help to solve issues of isolating technology and the natural world.

Creating conferences about how Tech companies can better help nature, and be more ecologically minded.

How can tech stop isolating the user from the outside world.

Home botany, and helping low income

communities in food deserts grow their own food with hydroponics.

Invest in technology that allows for all flowers used in the parade to be grown in California.

Scholarships/grants for students interested in using tech to make a ecological or agricultural impact.

Initiate a multi-day harvest festival, incorporating education surrounding botany, nature and the innovation that goes into it.

Brand Strategy

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Tournament of Roses

Direction 2 Spirit of California (Agriculture, Art, & Innovation)

Widen Tournament of Roses cultural scope from Pasadena to California, and have that speak as a universal brand spirit/energy.

Three main touchstones being Ag, Art, and Innovation. There are already a lot of art and innovation brands, but adding Ag makes it uniquely Californian.

Emphasize Rose Parade as a platform of all three things Intersecting.

Agriculture also by extension is food, and the outdoors. This approach allows for multiple events throughout the year, not solely

reliant on New Years Day events.

Extend brand to incorporate the best that California has to offer, and a premier producer of prestige events.

Instead of New Year’s themes for throughout

generic themes there are Resolutions that are the the Tournament’s events the year.

Lean into the New Year as a chance for innovation.

Create permanent event/experiential space in Pasadena

Art

Agriculture

Innovation

Brand Strategy

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Direction 3 Culture + Craft

Lean into the craft and cultural impact that is an inherent part of The Tournament of Rose’s identity and brand equity.

Share the craft that goes into creating Rose Floats.

Innovate the form of the parade to make it more inclusive and active for spectators.

Lean into the musical and performance side of the Rose Pa-

rade and Tournament of Roses.

Connect to a universality – not just Pasadena or California.

Strive to lean into the mainstream.

Increase Universalist identity.

Brand Strategy

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Design Development

Brand Strategy

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Tournament of Roses

Concept Finalization The goal of this new brand strategy is to make the Tournament of Roses the preeminent cultural institution dedicated to the coexistence of Tech and Nature.

The Tournament of Roses will be at the intersection of Tech, Nature, and Art.

Tech

Art

Nature

Brand Strategy

New Brand Attributes Heritage

Culture

Community

Innovative

Inspiration

Ecological

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Tournament of Roses

New Tournament of Roses Brand Structure

Brand Strategy

The overall “parent company� and the three subbrands of the Tournament of Roses Brand will remain largely in tact, only with additional changes.

The most major changes will be the addition of

two new sub-brands to the existing three. The first will be a permanent campus in Pasadena, and a Festival celebrating Nature, Technology & Art the new driving ideals of the company.

T of R Campus A permanent space that hosts a museum, conference hall, workspaces, and outdoor event center.

In addition to its existing charitable programs it will also start funding scholarships and grants for innovations involving nature and technology.

Will also create donated Float Gardens.

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Will be the center of the new Tournament of Roses Brand strategy.

Nature, Tech & Art Festival A festival celebrating innovations involving technology and nature.

Will include an expo, art show, and music festival.

Will be the summer equivalent of the Rose Parade.

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Tournament of Roses

Summer Tournament Festival A festival series celebrating innovations involving technology, nature, and art. It will include an tech expo, art show, music festival, and food and wine series throughout the summer. It will be the summer equivalent of the Rose Parade, and will continue the New Years Resolution theme established at the Rose Parade.

Possible Names: Summer Rose Rose Rock Quartz (Tech name)

Brand Strategy

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Heritage

Culture

Community

Innovation

Inspiration

Ecological

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Tournament of Roses

Tournament of Roses Campus A permanent space that hosts a museum, conference hall, workspaces, gardens, community farm, and outdoor event center. Will be the center of the new Tournament of Roses Brand strategy.

Will be where the Summer Festivals will take place, and function as a community and education center.

Possible Names: The Rose Garden The Garden The Farm

Brand Strategy

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Heritage

Culture

Community

Innovation

Inspiration

Ecological

Tournament of Roses

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Typography Exploration Logotype

Tournament Roses

of

The

Tournament of Roses

Tournament Tournament of of Roses Roses

Tournament of Roses Tournament Roses

of

Tournament of Roses

of

Tournament of Roses The

Tournament Roses Tournament of Roses

Tournament of Roses

Tournament Roses

of

of

Tournament Roses

Brand Strategy

Secondary Type America’s New Years Eve Celebration

America’s New Years Eve Celebration

America’s New Years Eve Celebration

America’s New Years Eve Celebration

Americas New Years Eve Celebration

America’s New Years Eve Celebration

America’s New Years Eve Celebration

America’s New Years Eve Celebration

America’s New Years Eve Celebration

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Logomark Exploration

+

=

Brand Strategy

of

Tourn a m ent of Roses T o u r n a me

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of

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Tournament of Roses

Color Exploration

Color inspired by Americana, and the time period from the first Tournament of Roses.

Creates a foil between nostalgia, and innovation.

“America’s New Year Celebration”

Spring time signifies the beginning of something new.

These colors represent a newly budding rose.

“Purple Mountains Majesty, Amber Waves of Grain, Above the Fruited Plains.”

The idea of the West as an Eden thats wild, yet controlled.

Brand Strategy

Persephone, goddess of Spring time and the harvest, is honored with offerings of golden grain and green crystals, signifying rebirth.

These values represent those that the Tournament of Roses express.

Craftsman style is what defines Pasadena culture.

It expresses artistic ingenuity, extreme care and craft, creating environments that bridge the difference between nature and human spaces.

Yellow Roses are native to the Oregon Trail and often are representative of the pioneers.

Pays homage to the past of the West, and pioneering technology that Tournament of Roses will align itself with.

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Photo Style Exploration

Brand Strategy

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Tournament of Roses

Materials Exploration Unfinished wood, glass, metal. Organic vs Inorganic.

Brand Strategy

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Tournament of Roses

Illustration Style Exploration Playful, Bright, Expressive, Emotive, Alegria style.

Brand Strategy

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Tournament of Roses

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Brand Guidelines

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Tournament of Roses

Brand Colors #3b6959

#95c2b2

Sierra Emerald #4c52a3

#28336a

Mountain Violet

Brand Strategy

#f16461

#ef3e42

Sunny Rose #db5442

#f3703c

California Orange

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Tournament of Roses

Brand Typography

MABRY PRO

Display

Reg 37 pt

ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz Bold 37 pt

ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Brand Strategy

FAVORIT Light 14 pt

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Secondary

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

1234567890 Reg 14 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

1234567890 Bold 14 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

1234567890 Mono 14 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

abcdefghijklm nopqrstuvwxyz

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Tournament of Roses

Brand Typography

CHAMPION Heavyweight 30 pt

Logotype

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

Welterweight 30 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Middleweight 30 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Brand Strategy

Flyweight 30 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

Featherweight 30 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Lightweight 30 pt

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

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Tournament of Roses

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Logo Tournament of Roses Logomark

Brand Strategy

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Tournament of Roses

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Logo Tournament of Roses Logomark & Logotype

TOURNAMENT of ROSES TOURNAMENT of ROSES

Brand Strategy

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TOURNAMENT of ROSES TOURNAMENT of ROSES TOURNAMENT of ROSES

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Tournament of Roses

Brand Strategy

Tournament House Monument Sign along Orange Grove Blvd. in Pasadena.

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Tournament of Roses

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Logo Quartz Festival Logo

QUARTZ FESTIVAL

Brand Strategy

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QUARTZ FESTIVAL

Tournament of Roses

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Logo Quartz Festival Logo

QUARTZ FESTIVAL

2020

QUARTZ FESTIVAL

2020

Brand Strategy

QUARTZ FESTIVAL

2020

QUARTZ FESTIVAL

2020

QUARTZ FESTIVAL

2020

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Tournament of Roses

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Logo Quartz Festival Logo

QUARTZ FESTIVAL

QUARTZ FESTIVAL

20 20 20 20

Brand Strategy

QUARTZ FESTIVAL

QUARTZ FESTIVAL

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QUARTZ FESTIVAL

20 20 20 20 20 20

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Tournament of Roses

Illustrations

Brand Strategy

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Tournament of Roses

Brand Strategy

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Tournament of Roses

Brand Strategy

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Brand Strategy

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Tournament of Roses

Brand Strategy

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Tournament of Roses

Brand Strategy

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Tournament of Roses

Brand Strategy

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Brand Strategy

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Quartz Festival

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Tournament of Roses

Brand Strategy

Music Festival Stage Graphics.

Ranging from Print and Motion.

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Tournament of Roses

Brand Strategy

Stadium Signage at the Rose Bowl Stadium. Promoting The Music Festival.

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Tournament of Roses

Brand Strategy

Conference Wall Environmental Graphics and Wayfinding Signage.

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Tournament of Roses

Brand Strategy

Pasadena Civic Auditorium Signage for Quartz’s Keynote Series.

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Tournament of Roses

Brand Strategy

Quartz Festival promotional street banner signage.

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Tournament of Roses

Brand Strategy

Mural in Old Town Pasadena, promoting the city’s inclusion in the Quartz Festival events.

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Tournament of Roses

Brand Strategy

QUARTZ Festival Posters, promoting the keynote series and music festival.

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Tournament of Roses

Brand Strategy

Festival badges for Quartz attendees.

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Tournament of Roses

Brand Strategy

Quartz Festival Sweatshirt.

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Tournament of Roses

Brand Strategy

Quartz Festival Tote Bag.

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Tournament of Roses

Brand Strategy

Quartz Festival Desktop Website.

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Tournament of Roses

Brand Strategy

Quartz Festival mobile website.

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The Tournament of Roses is a historic and iconic part of American culture.

Originating in Pasadena, California as a way to entice Easterners out West for its forgiving winters, The Tournament is now perhaps best known for its New Years Rose Parade and Rose Bowl Football Game.

What this project looks to do is understand what makes the Tournament of Roses so iconic and beloved, and how to enhance the brand into an innovative and forward-looking brand with a year-round presence.

This project was done at ArtCenter College of Design in the Graduate Graphic Studio 01 course.