• INFORMATION STUDY and ANALYSIS • ORGANIZATION TAGLINE CONCEPTS and FINALISTS  • TAGLINE IDENTITY • USAGE GUIDELINES

Alden Theatre

Most of the time brand strategists and graphic designers strive for brevity and simplicity. But sometimes that can go a bit too far …

Opportunity

A New Logo but No Context

  • The Alden Theatre came to Arts Branding in need of an organization tagline.

  • “The Alden” is their nickname, but they were concerned that their new logo solely emphasized the performing arts complex’s name, but did not include a cultural arts reference such as “stage,” “performance,” “center,” etc.

  • They previously used “Alden Theatre,” but found that audiences thought the organization only offered plays and musicals, when in fact they offer a broad array of performance genres.

  • They felt an organization tagline could clear the confusion, if used in combination with the Alden logo.

Image and Reputation

  • The Alden’s image is based on its setting, the experience of attending, and its performances and programs.

  • What’s not coming through is the Alden’s particular viewpoint on the performing arts.

  • The Alden’s reputation is respected, but rides on specific programs.

  • Implication: What does the Alden add to each series or program that makes it special to the Alden, and thus desirable from an audience’s perspective? Cultural organizations need to start there to determine how to position themselves in their markets, and towards audiences such as attendees, government sponsors, donors, and other stakeholders.

Misperceptions

The Alden has existed for many decades, yet misperceptions persist:

  1. People are surprised that the Alden exists: “I didn’t know about it.”

  2. The Alden is “better than we thought it would be,” yet from bookers and performers: “it’s a professional level performing arts complex.”

  3. The Alden produces its own series and programs.

  4. The Alden does not curate all that is shown, it’s merely a rental space.

  5. The Alden is mostly unknown in the performing arts field.

  6. Implications: When left uncorrected, misperceptions tend to become solidified and reinforced. Spending time correcting them takes an organization away from more vital messages. However, multiple communications tools and tactics exist to correct misperceptions.

Solution

An Alden Tagline should:

  • Recognize the limitations of the Alden name or logo alone to fully communicate the Alden’s position and key message.

  • Be informed by the Alden’s image attributes, its position in the marketplace, and target audiences.

  • Ensure that the Alden’s position is reflected in a few intriguing words for potential audiences.

  • Serve as a stepping-off point to describe the Alden’s viewpoint or philosophy in conversations and presentations.

Three Types of Taglines

  1. Descriptive: A feature(s) that is the most important for audiences to understand.

  2. Beneficial: A phrase that conveys an important idea that is of value to audiences.

  3. Call-to-Action: A phrase that usually starts with a command verb for audiences to act on.

Tagline Creation

  • Arts Branding conducted initial tagline exploration in all three of the above categories of taglines. From there we refined taglines in each category with input from the Alden.

  • Then the Alden and Arts Branding selected the following three finalist taglines and illustrated them with the Alden’s logo.

  • Additionally, Arts Branding detailed finalists’ advantages, disadvantages, and alternates for each one.

Impact

  • The Alden now had a fully functioning, integrated logo and tagline that worked together in clearing misperceptions among audiences and professionals.

  • The tagline clearly points to two key attributes of the Alden that are important to its brand and in communicating and marketing the organization.

  • What did they decide? Have some fun, take the poll below. If you can’t wait and want the answer now, click here.