WS Item 4 - CRC Naming FINALhttps://www.youtube.com/watch?v=ngqpyYTRejY&feature=youtu.be
SOUTHLAKE COMMUNITY RECREATION CENTER
NAMING CONVENTION STUDY
PRESENTED 8. 5. 2014
— OR —
CAN WE FINALLY QUIT CALLING IT CRC?
BRAND MANIFESTO
We are creating a space with a unique purpose –to unite, celebrate, learn, enjoy, foster and grow, in the center of a place we call home. A place that celebrates culture and competition.
A place that honors tradition and fosters the development of the next generation. A place of casual elegance that sets a standard in our town, our region and across the nation.
The One Thing:
COMMUNITY FOR ALL
MASTER BRAND
DRIVER BRAND
At/Of/By Southlake
NAMING FOR THREE MAIN STRUCTURES
SENIOR CENTER/EVENT/WEDDING
SPORTS & FITNESS
AMPHITHEATER
SOUTHLAKE COMMUNITY RECREATION CENTER
NAMING CONVENTION STUDY #1
THE MARQ
RATIONALE
A mark is a recognized standard or quality. Southlake has always set the bar very high and this center is certainly no exception. Changing the “k” to a “q” creates the brand name Marq.
This derivative allows us to have a more uncommon brand and also alludes to the idea of Marquee – a sign that guides people to a gathering place, such as a theater or event.
Driver Brand:
Senior/Event/Wedding:
Sports & Fitness:
Amphitheater:
THE MARQ • SOUTHLAKE
LEGENDS HALL
CHAMPIONS CLUB
ARIA
RATIONALE
Each of the three centers represent the “mark” or the highest standard in their categories:
Legends Hall is a nod to people who achieve the status of an icon, through their actions and their life accomplishments.
Champions Club refers to the Southlake tradition of creating sports teams which reach the highest levels of competition.
Aria is the primary melody of a opera, which typically draws accolades and sets the tone for the entire work. Aria is also Italian for “air” a nod to the open air stage.
THE MARQ
LEGENDS HALL
CHAMPIONS CLUB
ARIA
SOUTHLAKE COMMUNITY RECREATION CENTER
NAMING CONVENTION STUDY #2
FREEDOM • SOUTHLAKE
RATIONALE
As a cornerstone of Bicentennial Park, it is fitting that our town and our new center honor the tradition of America. Freedom acknowledges the contributions of our founding fathers and
all cultures that helped build our country. It also sets a theme that can be built upon with each structure within our facility.
Driver Brand:
Senior/ Event/Wedding:
Sports & Fitness:
Amphitheater:
FREEDOM • SOUTHLAKE
FOUNDERS HALL
VALOR SPORTS CLUB
ANTHEM PLAZA
RATIONALE
Founders Hall acknowledges not only the people who forged our country, but the people who founded Southlake as well.
Valor refers to those who battled for our country and those who engage in sports at every level.
Anthem is a nod to our National Anthem and alludes to music of all kinds being performed in our outdoor Amphitheater.
RECOMMENDATION:
RECOMMENDATION:
THE MARQ • SOUTHLAKE
LEGENDS HALL
CHAMPIONS CLUB
ARIA