BRAND AND IDENTITY ASSIGNMENTS

Identity cues on your most loved brand (Fender)

Consumer Summary:

This consumer is a young, passionate musician who values creativity, self-expression,

and authenticity. They are driven by a desire to create music that reflects their unique
personality and style, and they see music as a way to connect with others and express
their emotions. They are open-minded and innovative, seeking out new and
unconventional sounds and techniques to incorporate into their music. They are also
detail-oriented and perfectionistic, constantly striving to improve their skills and create the
best possible music.

This image shows a young man playing an acoustic guitar in a natural setting, surrounded
by greenery and water (sea). To me, this image represents the consumer's connection to
nature and their desire to create music that feels organic and authentic. It speaks to the
consumer's passion for music and their willingness to spend time practicing and
perfecting their craft.
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This image shows a close-up of someone's hands playing an electric guitar, with a blurred
background of amplifiers and music equipment. This image represents the consumer's
love of experimentation and their openness to new and unconventional sounds. It speaks
to the consumer's desire to explore different techniques and create music that stands out
from the crowd.

This image shows a young man playing a guitar at night, with the lights of the city in the
background. To me, this image represents the consumer's desire to connect with others
through their music and share their emotions and experiences. It speaks to the
consumer's passion for music as a way to connect with people and express themselves
in a way that words cannot.
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Overall, these images capture the essence of Fender's target consumer, highlighting their
passion for music, their desire for authenticity and innovation, and their willingness to
experiment and connect with others through their music.

I consider that a brand manifesto for Fender would be like this:

At Fender, we believe in the power of music to bring people together, to inspire, to connect
and to transform. We are dedicated to creating the best guitars in the world, designed to
inspire creativity and to help musicians of all levels to express themselves. Our
commitment to innovation, craftsmanship, and quality is unrivaled. We believe in the
power of the electric guitar to shape culture, to create legends, and to move hearts and
minds. Our guitars have been played by some of the greatest musicians of all time, and
continue to be the weapon of choice for guitarists across genres and generations. We
believe that the guitar is not just an instrument, but a way of life, a symbol of rebellion, a
means of communication, and a source of joy. We are proud of our heritage, but also
excited about the future, constantly pushing the boundaries of what is possible and
inspiring a new generation of players to pick up the guitar and make music that matters.
We are Fender, and we are dedicated to empowering every player to find their own voice
and to make the music that only they can make.

Identity touchpoints:

Logo:

Fender's logo features the brand name in a unique and distinctive font with a red
underline. It communicates the brand's essence of creating high-quality, innovative
musical instruments and equipment. Also adding to its own story, the Fender logo is
based on the signature of the brand's founder, Leo Fender. This distinctive logo has
become iconic in the music industry and has helped to build brand recognition for Fender.
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Name:

The Fender name reflects the brand's origin, which began with Leo Fender creating
guitars in his workshop. The brand has evolved from its humble beginnings to become a
well-known and respected name in the music industry. The name also reflects the brand's
commitment to quality and innovation, as Leo Fender was known for creating instruments
that were both reliable and innovative. The name Fender is unique and distinctive from
the competition, and it allows for brand growth beyond the current portfolio. It is a
suggestive name, as it suggests the idea of a strong, durable and reliable product, which
fits well with the brand's values of quality and innovation.

The Overall Look and Feel:

Fender's color palette consists of black, white, and shades of red. The primary color is
red, which is associated with passion, excitement, and energy, and it builds on the
brand's essence of creating innovative and high-quality musical instruments and
equipment. The secondary colors of black and white represent sophistication and
simplicity, respectively, and they complement the brand's primary color.

Typography:

Fender uses a custom font for its logo and a mix of serif and sans-serif fonts in its
marketing materials. The typography is clean, simple, and modern, reflecting the
brand's values of innovation and quality.
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Photography:

Fender's photography features musicians using their instruments in various settings,

highlighting the brand's connection with music and the passion of its customers. The
photography also showcases the sleek and modern design of Fender's products,
reinforcing the brand's focus on innovation and quality.