Organizational Questions Assignment

Defining the Copic markers/Imagination International Inc.

 

1)   Background/History

25 years ago Copic markers were developed in Japan by the company .TOO Corporation.  Although originally created for fine art and design the Japanese comic industry started using Copic markers for Manga and Anime.

 

About 15 years ago Imagination International, Inc began importing Copic markers to North America.

 

2)   What do they Make?

Copic marker claims to be the highest quality marker available anywhere!  There are four styles of markers that are refillable and feature replaceable marker nibs.  You will never have to throw away the product.  There are over 300 different colors and they guarantee that their colors will always match.

 

3)   Culture of the Organization

The company is made up of hardworking people who support one another and love what they do.  Despite being workaholics, they know how to have fun.  The employees are helpful towards one another and they have  a strong team dynamic.

 

4)   Target Audience and Demographics

Copic markers are used for fashion design, architecture, product design, comic illustration, storyboarding, and automotive design.  More recently paper crafters have used the markers for stamping.  Also they have been experimenting with using the pens for art therapy.

 

Originally the markers were created for fine artists and designers but the target audience has become much more diverse.

“Demographics vary from starving artists in their 20’s to teens who have parents buy them stuff, to middle-aged crafting ladies who are stay at home moms with college degrees.”  (Marianne Walker)

 

5)   Mission Statement

“Imagination International, Inc was founded in 1998 with Japanese and American investors to work on international projects that encourage creativity, education and World peace.

 

Today, we import, market and distribute high quality art materials to customers in North America.  We also provide information and education about our products.  To succeed in these goals we invest in a strong employee base, active sales representatives, and a network of people that have pride and believe in our high quality materials and professional business practices.”

Brand Awareness

The North Face

www.thenorthface.com

http://en.wikipedia.org/wiki/The_North_Face

“The north face of the mountain in the northern hemisphere is usually most difficult to climb.” The logo consists of a skewed quarter-circle with two lines running through it, which is a representation of “Half Dome,” a granite dome in Yosemite National Park, California.

 

 

This logo is simple and effective.  The groups of people who use the brand easily recognize it.  Also, it is easily describable by someone who has only seen the logo once.  The text in the logo is placed so that the logo as a whole looks unified.

 

The brand is used the same way online and in print.  The logo does not have much variation other than in color (background and foreground) when used in print and on clothing.  The brand is typically seen in white text with red background or black text with white background.

 

The brand is effective because it has remained the same since ’71, it is simple, and recognizable.  I do not think there is any need for improvements.

 

 

Burton

http://www.burton.com/

Talk about a brand that has been through their fair share of logos!  Burton has had over one hundred different logos throughout the years.  With this being the case, what is it that makes their brand so effective?  “They are the largest and most recognized snowboard brand in the world.”  http://www.printwand.com/blog/how-burton-snowboards-logo-reinforced-their-business

 

Today’s logo is a bold representation of an arrow.  The arrow resembles a lowercase B which directly represents the name of the company.  The link above describes what three things make this new logo (which has lasted for 10 years) so effective.   It is describable, memorable, and sizeable.  The latter we have talked about in class.  With new media and in this case various products, the logo must be sizeable to fit on different things without loosing recognition of the logo.  A super detailed logo might be compromised if it were scaled down to a small size.  This is why the bold, easy to describe, recognize and size logo woks well in this day and age.

 

Habitat

http://habitatbrand.com/

http://vimeo.com/habitatskateboards

All the letters in the company are there but it takes a second for us to notice.  This creative design also includes a cute representation of a plant, which is in its first stage of growth.  A way of representing the word “habitat.”

 

On problem with this logo is that it is not sizeable.  When the logo is seen at a very small size it becomes hard to read.  However I have seen the logo represented using only a portion of the whole.  It is the portion that looks like a circle within a circle and three leaves coming out of the top.  (The plant).   If only this portion of the logo was used it would be recognizable when scaled down.

 

When the logo is repeated it makes a nice background that looks great on skateboard decks, shoe soles, etc.  You can see how they do this if you shrink the page (command -) on the website.  You’ll notice that the background is just the logo repeated and interconnected across the page in a low contrast green.

 

 

 

Learning Goals for AAD 610: Marketing, Media and Communications I

1) Learn to use Adobe Creative Suite software effectively.  Also, know the different programs and be able to decide which one is appropriate for specific projects.

2) Have the ability to communicate to a diverse population through various marketing techniques.  Learn how to approach and reach out to different communities and cultures.

3) Learn how to promote an event or organization in a professional manner.

4) Learn how to market using different media.

 

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