Motown Visual Strategy

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MOTOWN RE-BRANDING

VISUAL STRATEGY



MOTOWN RE-BRANDING

VISUAL STRATEGY




IT STARTED WITH A VISION

“A PLACE WHERE A KID OFF THE STREET COULD WALK IN ONE DOOR, AN UNKNOWN, GO THROUGH A PROCESS, AND COME OUT ANOTHER DOOR, A STAR. ”

—BERRY GORDY


MOTOWN RE-BRANDING

VISUAL STRATEGY


TABLE OF CONTENTS


MOTOWN RE-BRANDING

Phase

Phase

THE PAST

THE FUTURE

1.1

Motown & the founder

P10

1.2

The up & down

p16

1.3

The milestones

P18

2.1

Mission and Soul

p20

2.2

Feel the differences

P24

2.3

We Are Motown

P26

VISUAL STRATEGY



1

THE PAST A glimpse of where Motown came from and what made it the sound of young American during the 60s and 70s.


PHASE 1.1

MOTOWN & THE FOUNDER

MOTOWN » African American music » Independent Black business » Cultural crossover

12

Motown Record Corporate was founded

urged America’s youth to look beyond

in Detroit in 1959, by Berry Gordy, with 800

racial divides and to simply sing and dance

dollars loaned from his family. It played an

together in a time where the theme of

important role in the Civil Right Movement

unity was becoming increasingly important.

as an African-American-owned company, and achieved significant crossover success.

Received the goal of the Civil Right Movement—Black business independence,

It were the most successful proponents

Motown also successfully achieve culture

of what come to be know as the Motown

and social crossover.

Sound—The Sound of Young Americans. Amidst humble origins in a two-story house outside of which Berry Gordy hung the sign, Hitsville USA, Motown encouraged and


MOTOWN RE-BRANDING

VISUAL STRATEGY

13


PHASE 1.1

MOTOWN & THE FOUNDER

BERRY GORDY » Founder of Motown » Song Writer and producer » Innovative entrepreneur

14

Berry Gordy is a man with vision, talent and

Lincoln-Mercury auto-mobile plant not only

determination. He is a song writer, a producer,

inspired Gordy to build his own musical

a teacher and an innovative entrepreneur.

kingdom, but also taught him about the

Prior to his music industry legend, Berry

importance of Quality Control.

Gordy tried many careers—boxing, record

Later, Gordy set up a quality control system

store ownership, assembly line worker

at Motown, which ensure only top products

and a tour in the U.S. Army during the Korean

would released.

War—until he found a niche in the world of entertainment.

Gordy discovered young talents, founded Artist Personal Development Department,

Berry Gordy believed in turning negatives

where they could be mentored. He hired

into positives. He always learned from all

Jewish people to take care of Motown's

his experiences and applied them to his

finance department. Berry Gordy showed

business. The tedious time when he spent

his capacity as an innovative entrepreneur.

working on the assembly line at Detroit’s


MOTOWN RE-BRANDING

VISUAL STRATEGY

15

I HAVE THIS ABILITY TO FIND THIS HIDDEN TALENT IN PEOPLE THAT SOMETIMES EVEN THEY DIDN’T KNOW THEY HAD. —BERRY GORDY


PHASE 1.2

THE MILLSTONES

1

2

3 5

6

4

1. Supremes 2. Berry Gordy and Dr Martin Luther King Jr. 3. Four Tops 4. Stevie Wonder 5. Marvin Gaye 6. The Jacksons 5


MOTOWN RE-BRANDING

1959

1970

M otown was founded by Berry Gordy, Jr. as

Motown addressed the issues of the Vietnam

Tamla Records on January 12, 1959, with

War with the release of “Guess Who’s Coming

an $800 loan from his family. In the next year,

Home, Black Fighting Men Recorded Live in

on April 14, Motown and Tamla Records

Vietnam” on Black Forum label.

merged into a new company called Motown

1971

Record Corporation. 1963 Martin Luther King first delivered “I Have a Dream” speech, which was recorded on a Motown label. 1964 The Artist Personal Development Department was set up i n Motown. 1965 M otown launched its foreign label in UK, Tamla-Motown. 1966 Motown Grossed $20 million and purchased four additional properties.

M otown started TV productions. 1972 Motown moved its headquarters from Detroit to Hollywood, California. 1973 B erry Gordy resigned to become Chairman of the Board of Motown Industries. 1988 Berry Gordy sold Motown records. 2016 Motown set its vision beyond performance art in the entertainment industry and built a national wide association for African American artists from all art forms—performance,

1967

visual, literature.

Motown projected $30 million in gross sales

Since then, Motown has been motivating,

and had five major labels—Tamla, Motown,

inspiring, nurturing African American artists

Gordy, Soul and V.I.P.

to fine their voices and to have their voices

Dr. Martin Luther King, Jr. recorded the album “Why I Oppose the War in Vietnam” on Motown’s Black Forum record label.

VISUAL STRATEGY

heard by the majority. Motown not only helps people to pursue their dreams or establish their creative career. In addition, it guides people to give back to the community where they are from, and ultimately, to leave positive impacts on the society.

17


PHASE 1.3

THE UP & DOWN

MEASURE THE SUCCESS The overall success Top 10 Hits #1 Hits

success by record sales performance, and the number of records that reached the Pop Chart Top 10 Hits, specially those records that reached to the #1 at the Pop Chart.

we are serving, and how to help black artists to find their voices, and to established their creative career. By the end of 2022, there are 10 headquarters spread over the country. Hundreds of African American communities receive support from Motown. Motown School of Art is co-branding with 15 art and design universities. More than 70 art projects have been funded. Over 30 creative companies received angle investment.

Marvin Gaye reached #1

We care about how many communities that

The supremes reached #1

Today, Motown measures success differently.

1 song reached #1

of young America.

Fingertips on # 1 Pop chart

it lost its voice and was no more the sound

Please Mr. Postman on # 1 Billboard Hot 100 Pop single chart

position in the music industry. And eventually,

Five releases reached #1 o n the top ten pop charts

reached the Pop Chart, Motown finally lost its 18

The Supremes h ad 5 consecutive #1 hits

When the sales dropped, and very few records

13 songs were i n the Top 10

14 songs were i n the Top 10

There was times that Motown measure

1966

1967

1968

Seven of them have had their names listed on Forbes Fortune Magazine and been reported by other national media.

1960

1963

1964

1965


3 songs reached #1 o n The Pop chart

ABC reached #1 o n the Top 10 charts

6 songs reach t he Top 10 charts

1 single was in the # 1 on the Top 10

11 singles reached T he Top 10

2 #1 sings on t he Pop chart

4 sings on t he Top 10

5 #1 sings on t he Pop chart

You Haven't Done Nothin on t he #1 spot on the Top 10

4 singles reached T he Top 10

1 single reached T he Top 10

1 single reached T he Top 10

6 singles reached T he Top 10

Have headquarters in 10 cities spread over the country

15 Art & design university co-brand with M school of Art

Over 70 African American art projects have been funded by Motown

Over 30 art & design studios have been angel invested by Motown

7 successful Black creative companies have been on Forbes Fortune

19 5 records on t he Top 10

2022 2016 1988 1973 1972 1971 1970 1969

VISUAL STRATEGY

MOTOWN RE-BRANDING



2

THE FUTURE As years have passed, what Motown holds for the future is a bigger dream.


PHASE 2.1

MISSION & SOUL

MISSION & SOUL » Motivate » Inspire » Nurture

22

As years have passed, America has achieved

Motown is here to motivate, inspire and

culture crossover in the entertainment

nurture African American artists, to help them

business. However, African American artists

to find their voices and to leave the society

are still struggling for finding their voices

positive impacts.

and having them heard.

The goal that Motown want to achieve is

Motown, as a company who has influenced

to build a sustainable economy in the African

a whole generation—Black and White, with

American community where everyone will

its experience on discovering young talent

receive support when they are in need, and

and helping them to success, will once again

later on will giveback when they are able to.

carry the responsibility to help young African American artist to pursue their dream, to find their own voices, to achieve success and to fulfill their social value. This is not an easy mission, and Motown could not do it all alone.

So and so, every generation will carry the responsibility to motivate, inspire and nurture their next generation.


MOTOWN RE-BRANDING

VISUAL STRATEGY

23

WHAT HAPPENS TO A DREAM DEFERRED? DOES IT DRY UP LIKE A RAISIN IN THE SUN? OR DOES IT EXPLODE? —LANGSTON HUGHES


PHASE 2.2

FEEL THE DIFFERENCES

WE WERE THEN » To be glamorous » To be upper class » To be famous

24


MOTOWN RE-BRANDING

VISUAL STRATEGY

WE ARE NOW » To embrace oneself » To support each other » To be approachable

25


PHASE 2.3

WE ARE MOTOWN

WE ARE ALL TOGETHER » To whom Motown offer help » Who stand with Motown » Who work along with Motown

26


MOTOWN RE-BRANDING

VISUAL STRATEGY

When Berry Gordy founded Motown Record Company, he knew he was going to sell his music to all people—Black and White. He hired Jewish people to take care of the financial department of Motown. Gordy said he hired people whoever could do the best job, and regardless the color of their skins. He believes in the benefit of racial crossover. Such wisdom and advanced vision of the time made Motown the front runner on achieving economic, cultural and social diversity. Today, people whoever put their trust and faith on our mission and are willing to devote their time and money on helping African American community, are part of Motown.

27


PHASE 2.3

WE ARE MOTOWN

TEENAGE SCHOOL BOY » Wayne Irwin » 17 years old » From San Francisco, CA

28

“I want to be a good man and make my mom to be proud of me.”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Wayne was born to a single mother, who works hard to support his education. He is also close to his grandma, from whom Wayne learned love and respect. He part-times in a neighborhood pizza restaurant, trying to financially help her mom. He is studying hard in school, he wants to be a good kid and make his mom to be proud of him. Wayne is specially good at math and science, which made him feel positive about going to college. But then he also worries about not having enough money to do so. Thus he is thinking about joining the marine first. Growing up in a Black community, he is like most other kids, he like playing basketball. He admires NBA players because they make him feel proud about his ethnicity. Wayne also admires Chris Gardner, whose life story was adapted to the movie Pursuit of Happiness. He wants to become a successful businessman and motivational speaker like Gardner

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PHASE 2.3

WE ARE MOTOWN

COLLEGE ACTIVISTS » Chris Bell » 22 years old » From Berkley, CA

30

“It is my call to stand up for my friends and fight against injustices.”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Chris was born to a liberal professional family in a culturally and racially diverse neighborhood, where he grew up with friends from different ethnicity background. To Kill a Mocking Bird is one of his favorite novels, however, racism seemed to be a history to him, and did not really come to his acknowledge until he went to Chicago for his college education. He remembered how angry he was when he first aware of the brutal existence of racism and firmly believe that it is his call to fight for justice and equality. Thus he transformed from business school to law school and wants to become a social lawyer. Chris now is an active member of “Black Lives Matter� on-campus association. He writes articles and columns on racial issues on his blog and also for school paper.

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PHASE 2.3

WE ARE MOTOWN

PUBLIC SCHOOL TEACHER » Ashante Smith » 28 years old » From Oakland, CA

32

“I want to see every kid is treated with love and receives same education opportunity in all schools”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Ashante was born in Oakland, California. Grew up with five siblings, she is a very happy person. She is easy going and smiles a lot. As the youngest one among her siblings, she is the best friend of all her nephews and nieces. She like hanging out with them and doing some art projects. She is proud of her ethnicity and always have her hair nicely braided. She likes being involved in her church and helping in the community. Her bright personality draws people to her naturally and people like to talk with her about their lives. Ashante used to travel in Asian and once taught English in South Korea, which helped her to have a better understanding on culture gaps and know how to appreciate the differences between culture and nations. She loves her students and will often posts lovely stories about them on her Facebook. Ashante dreams of seeing all kids being treated with love and receive same education opportunity, whatever skin colors they have.

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PHASE 2.3

WE ARE MOTOWN

PART TIME STUDENT MENTOR » Amanda Butler » 40 years old » Photographer from Brooklyn, NYC

34

“No one is truly lazy, what people really need is to be motivated.”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Amanda is a photographer from New York. She is from an educated African American family, had all the opportunities that every kids would dream of­â€” good family and high education. However, she doesn't take her privilege life for granted and understands that many Black people are still struggling for equality and justice. Amanda grown up pursuing beauty and justice. Her mother was a professional dancer. She knew how much more efforts that her mom need to make to earn her recognition in her professional career as a Black dancer. Her Dad was a civil right lawyer and she grew up with stories of the civil right movements. As a part time social worker, she focuses on helping women and children from low-income African American communities. Amanda is using her camera to record her everyday life from the point of view as a social worker and hope that one day she could have her photo journey published.

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PHASE 2.3

WE ARE MOTOWN

DESIGNER & PROFESSOR » Michael Jones » 38 years old » From North York, Ontario, Canada

36

“To be young, gifted and black, said Nina Simone, my favorite quote.”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Michael is an African Canadian designer live in Oakland. He had lived in other cities such as Rhode Island, New York city and the D.C.. He understand the cultural gap between different cities in the States, and the racial problem within design industry. However, he enjoys the diversity in the bay areas. Besides being an art instructor in a design school, Michael is also an AIGA board member. He specifically focus on promote the impact of Black designer in the AIGA community. He enjoys mentoring young people and want to see them success. Michael is charming and always nicely dressed up because he wants to present the best of himself as a Black designer. He often hosts events and conferences to bring the awareness of black design. He is hoping to use his social impact to help other Black designers to find their voices and position in the design community and industry.

37


PHASE 2.3

WE ARE MOTOWN

BUSINESSMAN & AUTHOR » Langston Hill » 56 years old » From Milwaukee, WI

38

“Giving back is a virtue, is the most noble thing a man could do for his family and community.”


MOTOWN RE-BRANDING

VISUAL STRATEGY

Langston is a successful entrepreneur from Wisconsin. After he retried from his own business, he became a motivational speaker and has speeches in many cities. Grew up in an ordinary African American family, he is grateful for his family who taught him to be a good man and supported him to receive education. Thus he wants to give back to his community and help others the way his family helped him. Life was not easy for him in his earlier age, and he understand how difficult it is for young African American people to achieve success. However he knows it is possible if one do not give up. This was why he became an author and motivational speaker. He wants to encourage young people to fight for their dream and stick with their goal. Langston has a son, who is also a success businessman. They have a father & son funding that helps family in their community when they need financial support.

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Copyright Š 2016 Wuhang Lin All rights reserved Printed and bound in United States of America Designed & concept // Wuhang Lin Copy & Editing // Wuhang Lin Typefaces: All Right Sans/ Chaparral Pro This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity // Spring 2016 Instructor // Hunter Wimmer




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