Pendry Music Venue Brand Naming December 22, 2020
TABLE OF CONTENTS
BRAND PERSONALITY BRAND CONCEPT
7
NAMING OPTIONS
9
3
About This Book
Call Me By My Name. The more deeply we understand who we are, the easier it is to craft an authentic identity. Names are the basis for any identity. As people, we rely on our names for both legal and personal purposes. Naming is an important effort, personalizing a brand or product into a single word. With the help of the tagline, your name provides your audience with a sense of your brand identity from the moment they encounter your brand. As the first point of contact, a great name can pique interest, while a bad one can turn people away. Smart, distinctive names and taglines are essential assets in communications efforts.
Brand Naming Basics ● Your name exists in context of your brand, it need not stand alone. ● Naming involves a fusion of art and science. Feeling and facts intertwined. ● The name should be memorable, lyrical sounding and visually attractive. ● It should be relevant to your brand archetype,. ● The name should be unencumbered, clear for trademark, search and URL.
“If music be the food of love, play on.” -
William Shakespeare
Brand Personality: Brand Archetype
The Brand Archetype Archetypes are symbols, stories, themes, or characters that recur in literature, folklore, dreams, and rituals so frequently it suggests they embody some essential element of ‘universal’ human experience. Archetypes are valuable in crafting powerful brands. They help ensure the brand is ”felt” without explanation. This provides a path for simple, bold communication. The foundational “why” of a brand, the archetype informs the personality and provides a solid base for authentic messaging. Choosing an archetype allows us to start from common knowledge and create an authentic brand that resonates across audiences.
Your Brand Archetype: The Provocateur
Brand Personality: Brand Archetype
The Provocateur An admirable attractor, the Provocateur uses charisma and charm to evoke powerful emotions. With natural abilities to communicate instantly with anyone, he smoothly navigates social systems to find opportunities for making connections. He’s adept at exciting people with nuance and wit, and is motivated to create memorable experiences that wake people from the mundane. He is an epicurean who enjoys fine craftsmanship, sophisticated flavors and intellectual pursuit. Deeply appreciating beauty and artistic expression, he reminds us to let go of preconceived notions and explore new ways of seeing.
Traits: Activation. Awakening. Appetite. Appreciation. Sensuality. Expansiveness. Openness.
Brand Concept
“All The Feels” Play to Your Senses The lively companion to the Britely Social Club, our music venue is an opportunity for experiences that elevate your awareness. An eclectic elegance circulates within our atmosphere of sights, sounds, tastes, and sensations. Flavors swirl amidst seductive sounds. Your desires are rewarded by exceptional service. Inspired design delights you with luxurious details. Impeccable acoustics resonate with harmony. The brightest stars convene within these exquisite walls, turning mythical moments into legendary nights. A beckoning new light on the Sunset Strip, here you come alive and celebrate living— while shaping unforgettable memories.
NAMING OPTIONS
Naming: All the Feels
The Orb 9
Naming: All the Feels
The Orb The celestial counterpart to The Britely, The Orb pulls you into an eclectic, multisensory atmosphere. With acoustics that are out of this world and service at the speed of light, The Orb expands your sphere of inuence to include the brightest stars in the performing arts and beyond. At The Orb, the sky’s the limit.
Naming: All the Feels
The Orb TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
Orb Headphones (dead) Orb Cables (dead)
https://www.theorb.com/
theorbla.com Theorbroom.com theorblounge.com orblounge.com ($1895)
Naming: All the Feels
Vesper 12
Naming: All the Feels
Vesper Sunset As evening turns into night, the call to experience stunning music, culture, food and drink beckons the curious and stirs the creative spirit. An evening star seen at Sunset, Vesper is an acoustically impeccable, service-oriented experience for creative souls and seekers. At the end of the day, Vesper is the place to be seen on Sunset.
Naming: All the Feels
Vesper TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
VESPER INTERNATIONAL LTD. private limited company UNITED KINGDOM 3rd Floor 207 Regent Street LONDON UNITED KINGDOM W1B3HH
www.Vesperdenver.com https://vesperschoolofmusic.com/
Vesper.la vespersunset.com Vesperla.com vesperroom.com
Raffles Investments (Proprietary) Limited proprietary limited company (p/l or pty. ltd.) NAMIBIA 9 Bevil Rudd Street Windhoek NAMIBIA
Naming: All the Feels
Aura 15
Naming: All the Feels
Aura Authentically west coast and steeped in the creative spirit, Aura is where you imbibe the senses. A comforting warm atmosphere with a inviting glow, Aura captivates you with an an inclusive essence and a plethora of sounds, sights, tastes and delights. Your presence is requested at Aura Sunset.
Naming: All the Feels
AuraSunset TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
Les Studios Moment Factory Inc. Corporation Canada 6250 Avenue Du Parc Montréal, Quebec Canada H2v4h8 (Live)
https://www.ritzcarlton.com/en/hotels/china/ shanghai-pudong/dining/aura https://www.auraloungebar.com/ https://www.auramusic.com/ http://www.aura1sj.com/
AuraSunset.com
Aura Music Group, Llc Dba Aura Music Events Limited Liability Company Florida 1759 Avenida Del Sol Boca Raton Florida 33432 (Dead)
Naming: All the Feels
Velveteen 18
Naming: All the Feels
Velveteen Plush sounds are just the beginning of an exquisite evening at Velveteen. Alluring, with just the right touch of taste and luxury, Velveteen excites the senses and soothes the soul. With sophisticated musical and exceptional culinary programming, we’ve crafted the next layer of sophistication. Tastemakers and trendsetters unite at Velveteen.
Naming: All the Feels
Velveteen TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
None
https://velveteenloungekitsch-en.com/ https://thevelveteenspeakeasy.com/
Velveteen.Live velveteenla.com thevelveteenlounge.com
Naming: All the Feels
The Vest 21
Naming: All the Feels
The Vest Close to the heart, The Vest is more than a tasteful musical experience. Cloaked in the bliss of live entertainment and delectable dishes, stylish service and sophisticated sounds surround. Featuring a tailored tribe of musical guests, The Vest brings together a curated community of performing artists and the audiences who adore them. The Vest. Wear the night.
Naming: All the Feels
The Vest TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
None
https://www.vestmusicgroup.com/
thevestloungela.com Thevestonsunset.com Thevest.la thevest.live
Naming: All the Feels
Sugar 24
Naming: All the Feels
Sugar Sweet sounds make Sugar a musical and culinary treat. A sensory experience like no other, Sugar delivers an intoxicating blend of music, culture, food and drink. The groove is good, the sights are sensational and the service is impeccable. Sugar. It’s crave-worthy.
Naming: All the Feels
Sugar TRADEMARK ENCUMBRANCE
GOOGLE ENCUMBRANCE
AVAILABLE URLs
Sugarmusic Lusitana - Servicos, Lda. CORPORATION PORTUGAL Rua dos Murcas, 88 - 3 Funchal, Madeira PORTUGAL
https://sugar-lounge.squarespace.com/ https://sugarsunset.com/ https://www.sugarroomconcepts.com/
Thesugarlounge.com Thesugarroom.com ($1995) sugarloungela.com
Naming: All the Feels
The Orb Vesper Sunset Aura Sunset Velveteen Lounge The Vest Sugar 27
THANK YOU Flux Branding 1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 www.FluxBranding.com
Jamie Schwartzman
Chief Creative Strategist
Julie Greene Brand Strategy
Alex Harman
SVP Creative Director