BLaH Identity Making

By a marketing guru in yellow

Since day 1 in the creation of BLaH, we were thinking branding, marketing and design. We first started with the name game. Originally, we were thinking about BizSport, but sports weren’t our focus. We wanted to create a social club that promoted healthy and sustainable lifestyles.

We also wanted to get away from the competitive connotations of “sports”. Next we thought, Business Leisure Club… but BLC didn’t sound like an acronym we wanted to promote. Thinking more about the atmosphere and environment in SFU Business, we started to focus on the attributed acronym with our club.

Acronyms in Business are as much your identity as it is your club name. MISA, ASA, SMA... nobody refers to MISA as Management Information Systems Association. It’s just too much of a mouthful. So we needed a clever acronym for whatever our club name would be.

Without a name, we began to plan the logistics cranking, and I referred to us as club-blah. I thought, hey BLAH is a pretty dope acronym, and spent the next couple minutes fitting our organization goals around the acronym. With a thesaurus in hand, Business Leisure and Health was created! I also, on a whim, came up with the slogan: Don’t be BLAH, join us!!

That was the beginning of the identity, and as the others agreed (eventually) we began to hash out the logo concepts one late night study session at SFU Surrey. I’ll discuss the logo creation moreso in part 2 of this identity series. In the meantime, check out the new BLaH website.

What else am I going to discuss in this series: the logo, website concepts, and next media kit (sponsorship packages, posters, business cards and banner) that is under development. More coming soon!! Cheers!

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