VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
03 01 BRAND OVERVIEW —Brand description —History time line
TARGET AUDIENCE —Personas
02 THE FUTURE —The new mission —Keywords —Brand visualization
04 COMPETITORS —Current competition —Adjacent competition —Future competition —Conclusion —Resources
GIBSON
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VISUAL STRATEGY GUIDE
BRAND OVERVIEW
01 BRAND OVERVIEW —Brand description —History time line
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GIBSON
VISUAL STRATEGY GUIDE
“WE’RE PRESERVING THE ARTISTRY. THAT’S WHAT GIBSON IS, AND THAT’S WHAT PEOPLE WANT FROM GIBSON.” —Henry Juszkiewicz GIBSON BRAND, INC. CEO From 1986-now
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BRAND DESCRIPTION
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GIBSON
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VISUAL STRATEGY GUIDE
BRAND DESCRIPTION
Gibson is a very first famous American manufacturer of musical instruments across genres.
In 1902, Orville Gibson founded the company in Kalamazoo, Michigan and now based in Nashville, Tennessee. Gibson created an entirely new style of mandolin and guitar that followed violin design. Gibson promotes guitars under a type of brand names and builds one of the world’s most iconic guitars, the Gibson Les Paul. It has been used by guitarists including Eric Clapton, Slash and Jimmy page. Gibson was at the forefront of innovation in acoustic guitars, then introduced its first solid-body electric guitar which became most famous guitar today. Moreover, Gibson generated several types of high technology and modern music intruments perfectly.
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GIBSON
VISUAL STRATEGY GUIDE
TIME LINE OF GIBSON’S HISTORY
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1894
1902
Working at woodshop
Founded company
Orville Gibson produced the earliest documented Gibson instrument; a lively new family of acoustic guitars and mandolins, based on the arch-top design of the violin at his woodshop in Kalamazoo, Michigan.
Orville Gibson enters into an agreement with five Kalamazoo financiers to form the Gibson Mandolin-Guitar Manufacturing Company. For his patent and the right, he uses his name. He remains at the company as a consultant until 1904.
BRAND HISTORY
1921
1935
1937-45
1946-54
McHugh’s design.
First electric guitar
World War II’s guitars
The most popular guitar
Ted McHugh—specifically developed by Gibson employee, the adjustable truss rod and the height adjustable bridge are two of the most significant innovations in guitar history.
Gibson introduces its first electric guitar, a Hawaiian style instrument named the EH-150. Jazz great Charlie Christian gets the ES-150 as his primary instrument. To this day, many jazz players judge the ES-150’s “Charlie Christian” pickups as the finest jazz pickup ever produced.
In 1944, as World War II nears the end, the Chicago Musical Instrument Company purchases Gibson and prepares to meet the pent-up postwar demand for guitars.
In 1952, Gibson joins Les Paul—the most popular recording artist of the era—in the launch of the company’s first solid-body electric.
Nowadays, the truss rods based on McHugh’s design are provided for all Gibson musical instruments.
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Dubbed, appropriately, the “Les Paul Model,” the instrument becomes the most successful “signature” guitar in history.
GIBSON
VISUAL STRATEGY GUIDE
1957-63
1983-86
1993-2013
2019
Value instruments
The new owner
High technology
Innovations
In 1957, Gibson engineer Seth Lover perfects the humbucker, a double-coil. The first is the ES-335, a semi-hollow-body electric, and the second is the introduction of three futuristic solid bodies: the Flying V, the Explorer and the Moderne. These models go on to rank among guitar history’s most valued and sought after instruments.
Norlin is bought by Rooney Pace and Piezo Electric Products, and the new owners put the Gibson music division up for sale in 1983. Meanwhile, the Kalamazoo plant is shut down and the Nashville facility becomes Gibson’s headquarters. Guitar believers Henry Juszkiewicz and David Berryman purchase the company in 1986.
In 2002, Gibson celebrated the 50th anniversary of the Les Paul Model by introducing the world’s first digital guitar. The following year, Time magazine names Gibson’s digital guitar one of the “Coolest Inventions” of 2003. Further innovations and technological breakthroughs, including the world’s first guitar with robotic technology, ensure Gibson’s ongoing preeminence in the world of stringed instruments.
We’ve evolved our brand to be the music company to push forward with stunning innovations which provide opportunities and support all people who love music.
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BRAND HISTORY
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GIBSON
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VISUAL STRATEGY GUIDE
THE FUTURE
02 THE FUTURE
—The new mission —Keywords —Brand visualization
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GIBSON
THE NEW MISSION
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VISUAL STRATEGY GUIDE
THE NEW MISSION
TO PROVIDE, INNOVATE, AND SUPPORT THE CREATION OF THE BETTER SOUND FOR ALL MUSICIANS TO REACH THEIR PEAK PERFORMANCE.
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GIBSON
REBRANDING OBJECTIVE Gibson could become a music company providing potential services and multiple outlets to motivate and inspire future musicians such as music festival, contest, school, care center, auditorium, studio, and etc.
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VISUAL STRATEGY GUIDE
REBRANDING OBJECTIVE
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GIBSON
VISUAL STRATEGY GUIDE
KEYWORDS
_SPIRIT _ENHANCE _DISSEMINATE
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KEYWORDS
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GIBSON
SPIRIT
We believe that every sound has its own meaning. It represents the feeling, emotional, and thought of a song directly through each note. We provide the better sound to make the musician trust, conf ident, and powerful whenever they are on stage.
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VISUAL STRATEGY GUIDE
KEYWORDS
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GIBSON
ENHANCE
We provide and support the space for all musicians to innovate and develop their potential to take their skills to the next level.
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VISUAL STRATEGY GUIDE
KEYWORDS
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GIBSON
DISSEMINATE
Music is an universal language that has the potential to motivate and inspire. We support all musicians by helping them to spread the best sound. So that they can experience and make their best performance.
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KEYWORDS
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GIBSON
VISUAL STRATEGY GUIDE
ORIGINAL
Gibson looked classical and professional. All songs which had been created by Gibson’s instruments were popular and had the spirit of the musician. The tone feels nice and warm. Moreover, we can see the traditional American culture in 80s.
GIBSON
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BRAND VISUALIZATION (ORIGINAL)
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GIBSON
VISUAL STRATEGY GUIDE
FUTURE
For our future, we deliver an advanced feeling through the best sound for all future musicians to enjoy the better music and experience music better.
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BRAND VISUALIZATION (FUTURE)
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GIBSON
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VISUAL STRATEGY GUIDE
TARGET AUDIENCE
03 TARGET AUDIENCE —Personas
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GIBSON
VISUAL STRATEGY GUIDE
ALEX STOREY SONG WRITER 28 YEARS OLD SAN FRANCISCO, CA
1. He has a bachelor degree in Communication Arts (Broadcasting). After he graduated, he got a job writing and creating melodies for a small commercial label where he was a trainee. 2. When he was a kid, he liked to watch cartoons and movies before he went to school every morning with his dad. He can sing and remember every lyric. 3. He likes to experience the great out doors for inspiration. 4. Alex mostly writes songs for acoustic guitar, but he’s trying to explore some new styles to add in his repertoire for fun. 5. On weekdays, he locks himself in his studio for checking sound, adjusting melody, etc, and sometimes, it makes him stuck with his ideas. 6. Alex has a dream that he wants his songs to become hits and go on tour. 7. He can’t play music loudly in his apartment on weekends because he shares a living space with his roomate who is always reading a book or studying for exams.
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PERSONAS
ERIC BARNETT MUSIC THERAPIST 45 YEARS OLD MILWANKEE, WISCOUSIN
1. When he was a kid, Eric got his f irst musical instrument which was a small set of drums on his birthday. This birthday gift made him come to love music. 2. Eric is interested in all types of music; he’s good at many instruments such as piano, guitar, and violin. 3. He would like to study musicolog y for his Bechelor’s degree, but his parents prefer Psycholog y for him. After he graduates, he plans to work as a psychologist. He can combine both capabilities for his job perfectly. 4. Eric plans to create music therapy classes for his patients. He dreams of entertaining people by playing the songs as a form of healing his patients for about an hour per day. 5. He’s busy at work sometimes, so he’s f inding some volunteers who love music to help or cover him. 6. The music instruments in the therapy center are pretty old, so he’s looking to buy new good ones. 7. His daughter also has a talent for music, so he will take her to music school because he wants to support her as much as he can.
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PRIYA DATTA MUSICIAN FANCLUB 21 YEARS OLD LASVEGAS, NV
1. Priya likes “Slash”; the famous band so much. They’re her idol. She loves their spirit, she always supports them and goes to their concerts whenever she can. 2. She loves going to the club nearby her school to listen to music every Friday night with her friends because she thinks this club has lots of good performances, but she feels like this club is a bit expensive for a student like her. 3. She’s studying Musicolog y and has a lot of fun at her school. Because she really wants to be a musician, she practices her skills every day. 4. In the Summer, she wants to play some instruments which she doesn’t have in her house, but the school doesn’t allow the students who aren’t taking any classes to use them. 5. She usually records her music video and shares her experience on her Facebook page to give some inspiration to others. 6. Priya plays music on the street on weekends to make more money so she can buy concert tickets. 7. She has a dream that she wants to work at a big label after she f inished her degree.
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PERSONAS
RICO MUNAZ MUSIC SCHOOL OWNER 53 YEARS OLD SEATTLE, WA.
1. Rico opened his small music school 20 years ago because he loves playing and listening to many types of music. 2. He teaches students by himself for 3 hours a day for piano and keyboard classes because he wants to know all details in learning process. 3. Rico wants to push his students to big music contests to promote his school. 4. He spends a lot of money to buy the instruments because he doesn’t know where he can buy them at a good price with the good quality products. 5. He wants to update new music styles, instruments and technologies which in-trend nowadays to improve his school, teacher and student skills. 6. Rico doesn’t have many friends who work in music, so, he can’t get any recommendations from his friends at all. 7. Because he has few employees in the school right now, Rico has a new project that he’ll hire musicians to be teachers in his school.
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KEN AYAKAWA COLLECTOR 60 YEARS OLD NEW YORK
1. He was a keyboard player for his band when he was a teenager. He was traveling to showcase his song and the quality performance of his band all around the US. His band got many awards from many big contests. 2. He lives alone by himself with his dog. He spends most of his time playing music in the house. 3. Ken collects many “must have musical instruments items” in his house because he likes their value and shape. Moreover, he thinks those items are highly valuable, it’s hard to f ind any where else. 4. Ken normally wakes up early morning to go to the f lea market every Sunday to select something interesting to add to his collection. 5. He has a grandson who’s exploring what kind of music that he would like to learn. Thus, he always searches for information to help him. 6. He likes to go to the museum because he loves to see old items. He feels it’s a really good use of his time, and he can stay in one all day to look around.
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7. He also wants to open his own gallery to showcase his items that he collects to educate people who are interested in music.
PERSONAS
MIKI CHUN HIGH SCHOOL STUDENT 18 YEARS OLD MIAMI, FL
1. Miki is almost f inished with her high school, and she realizes that she likes singing. Now she wants to study musicolog y for her Bachelor degree. 2. She loves listening to and singing hiphop song. She can rap and create really great rhyme in a short time. 3. She always watches every famous music TV variety shows such as The Rapper, Show Me the Money, The Voice, etc. 4. Miki also loves to learn more about setting Dj controls because hip-hop will go well with good electrical instrument skills, but it’s too expensive for a high school student. 5. She loves going to EDM concerts with her friends, and enjoys making new friends from the concert because she thinks that she can get some new knowledge and good connections with those people in her future. 6. Miki has a part-time job in a music club next to her school because she wants to see how the professional musicians work as a band to get inspiration. 7. Miki always sends the demo of her songs to many different labels, she wishes that someday she could become a famous hip-hop artist.
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KYLE COHEN DANCER 30 YEARS OLD LOS ANGELES, CA
1. Kyle needs to remember all the long the dialogue in every minute for the best show every night. 2. He shows his performance at the theater on Monday-Friday nights, so, he spends his daytime relaxing and practicing. 3. He has to focus on his character dialogue all the time because he has to change the character every weekends. 4. On weekends, Kyle goes to the g ym to exercise for his beautiful body shape and as well as meet his friends there. 5. He’s creating his own online healthy food product to make more money when he has free time because most dancers would like to have the perfect shape to feel conf ident on stage. 6. Sometimes, Kyle will go to promote his product in events around downtown, so, he’s an extremely busy man. 7. He’s taking an acting course. He has a dream that he can work in Holly wood someday and become famous.
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PERSONAS
TINA HARRINGTON BUSINESS WOMAN 38 YEARS OLD BOSTON
1. Tina is a business women who is busy every day because she is the owner of a traveling company, so she has to travel all the time to keep the connection with her customers. 2. She has a son who is 15 years old and another daughter who is 12 years old, so she has no time to focus on the other things. 3. She has new projects. She’s waiting to complete by next year. Moreover, she wants to increase the number of branches in many countries. 4. When Tina has free time, she usually goes to the spa or beauty center with her friends for relaxing. 5. Her children aren’t interested in music at all, they would like to be a chef and painter, so, Tina plans to support them in those areas. 6. Tina just divorced her husband. She’s a single mom who takes care of her children alone. 7. She has to prepare all of the information for meetings about earnings statement of the company and in every week, so, she only focuses on it.
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GIBSON
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VISUAL STRATEGY GUIDE
COMPETITORS
04 COMPETITORS
—Current competition —Adjacent competition —Future competition —Conclusion —Resources
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GIBSON
CURRENT COMPETITION Gibson has many professional competitors. These companies provide good quality guitars like us. Moreover, they also have similar target audience, style, and design. However, those brands do not make the best electronic sound.
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VISUAL STRATEGY GUIDE
CURRENT COMPETITORS
Fender
Yamaha
Epiphone
Rickenbacker
Fender is the biggest competitor of Gibson because they offer the guitar in many styles. Also, many musicians trust their quality.
This brand is popular for teenagers. It’s not too expensive and also has good quality.
Epiphone is a supplementary of Gibson. They offer lower price for nice designs by Gibson.
Rickenbacker looks classic like Gibson. They design mostly with redbrown wood and curve shape.
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GIBSON
VISUAL STRATEGY GUIDE
Martin
Washburn
Jackson
Taylor
They only design acoustic guitar. The price is much higher than other brands.
Washburn is an extreme hard rock guitar brand. Their designs are interesting. Moreover, the price is affordable to most. Everyone can buy it.
Jackson is a famous guitar brand which provide similar value to Gibson. Moreover, they have a beautiful unique shape.
Taylor guitar is another brand that has become famous with the teenagers because they design vintage and minimal style, and that attracks musicians often.
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CURRENT COMPETITORS
Seagull
Guild
Seagull creates acoustic guitar same as Gibson. They look really clean and easy to play for new.
This company design many amazing shapes for both acoustic and electric guitars.
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GIBSON
ADJACENT COMPETITION The adjacent competitors all the companies which have the similar products like Gibson’s. They present several options for musicians to have the opportunities for decision. For example, ukulele, game, trainer online, applications, and etc.
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VISUAL STRATEGY GUIDE
ADJACENT COMPETITORS
Guitar Hero
Rocksmith
Cordoba
Lohanu
The Guitar Hero series is a series of music rhythm games which players use a guitar-shaped controller to simulate playing lead, bass guitar, and rhythm guitar across various rock songs.
Rocksmith is a music video game Based on the technolog y in the unreleased project Guitar Rising that allows players to plug in basically any electric guitar and play.
Cordoba is a ukulele company which investigates and guide the innovation of the nylon string guitar, blending traditional craftsmanship with contemporary developments.
Lohanu is a Canadian-based company which is the highest rated and the best ukulele brands in the USA.
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GIBSON
VISUAL STRATEGY GUIDE
Power Gig
Yousician
Fret Trainer
Jam Play games
Power Gig: Rise of the SixString is a music video game which allows players to play songs by using instrument controllers that mimic lead guitar, drums, and vocals.
Yousician is a fun application for learning guitar. They will listen and give feedback. Both beginner and professional guitarists can use this app to improve music skills.
Fret Trainer is the ultimate educational game to learn the notes and chords on the fretboard of the guitar and other stringed instruments.
The Jam Play games has made guitar games which can really help to learn about guitar theory.
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ADJACENT COMPETITORS
Guitar Tricks games
Autochords
They’re an online game which has an amazing fretboard trainer game available to all of it’s paying members.
Autochords is a simple-touse application which for song writing. The users just choose a advancement style and a key in which you are comfortable playing.
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GIBSON
FUTURE COMPETITION These aspirational competitors offer the best quality of sound. They’re also focusing on the innovation of electronic sound and music dissemination. They provide the spaces that can combine the musicians all around the world to enjoy their best performance.
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VISUAL STRATEGY GUIDE
FUTURE COMPETITORS
Allstar Sound
Sony
Bose
Monster
They supply services and equipment with professional staff for a wide range of events for over twenty years to make event a success.
This company owns the largest music entertainment business in the world, and is one of the leading manufacturers of electronic products for the consumer and professional markets.
Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs develops and sells electric audio equipment system.
Monster Cable is an indispensable component for music lovers, audiophiles, recording studios, sound professionals, musicians, custom-installers and home theatre enthusiasts.
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LSC
Presonus
Soundcraft
Scantek Inc
The Lighting & Sound Company services concerts, outside event, indoor event, in a ballroom or auditorium, on a permanent or temporary stage with designers and technicians bring years of experience.
Presonus is an American manufacturer of professional audio equipment and software, used to create, record, mix, and master music and other audio for event and concert.
Soundcraft is a subsidiary of Harman International Industries which provides the high technological mixing consoles and other professional audio equipment for all festivals.
Scantek is a leader in sound, vibration, and professional health instrumentation sales, service, rental and calibration.
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FUTURE COMPETITORS
DiGiCo Limited
Musson Theatrical
DiGiCo is division of DiGiCo UK Ltd which was formed to further inspire of digital into the live, theater, installation, broadcast, music recording and post production markets.
This company is a leader in supplies nationwide. They offer the exhaustive product lines including all major manufacturers such as special sound effects needs.
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CONCLUSION
The future of GIBSON has just begun reseach for the new mission, target audience, brand visualization, and competitors. We would like to invite you to stick around for the next chapter which we’ll start explore the logos, wordmarks, and color of the brand. To features of the brand have a new understanding and position.
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VISUAL STRATEGY GUIDE
CONCLUSION
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REFERENCES
http://www.reesarenee.com/tour-dates/ http://juicyguitars.com/category/spotlight/ https://jamesaugst.bandcamp.com/track/rockstar-beat http://homedesign44.nebang.pw/use-vinyl-with-rekordbox https://www.theodysseyonline.com/find-inspiration-songwriting http://davesimonsmusic.com/licensing-kidzrock-and-jr-rockerz/
https://viewdulah.co/trans-siberian-orchestra-christmas-lights-original/
https://play.google.com/store/apps/dev?id=8298160468366051208&hl=si http://markinternational.info/concert-crowd-wallpaper/225004495.html http://www.easternpy.com/berklee-college-of-music-concert-calendar.php http://wandererrecords.com/entry-level-electronics-technician-jobs/edmjobsgetting-edm-jobs-for-the-electronic-music-industry-with-entry-level-electronics-technician-jobs-and-music-soundboard-1920x685px-with-entry-level-electronics-technician-jobs/ http://www.prodijee.com/gatecrasher-the-return-of-the-lion-australiantour-2017/
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REFERENCES
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This book is a non-commercial project for education proposes and is not intended to represent the GIBSON brand. Designer: Natchapat Tribamrung 04444422 Class: GR604: The Nature of Identity Instructor: Hunter Wimmer Software: Adobe Creative Suite Typeface: Univers LT Std, Publico Binding and Printing: Blurb, New York