Dia - brand identity
Brand Direction for DIA
1. Mission and Vision Mission: DIA blends the richness of Bulgarian folk traditions with modern elements, creating a musical and visual world that attracts the new generation to authentic Bulgarian culture. Vision: To become a symbol of a modern, culturally aware artist who bridges history and contemporary times, fostering a love for tradition through art.
2. Core Messages and Values
Authenticity: DIA's brand should be sincere, focused on preserving and passing on Bulgarian cultural identity.
Innovation: Through fresh, modern interpretations, DIA demonstrates that tradition can also be contemporary.
Emotional Connection: The music and visual identity should evoke strong emotions, bringing people closer to their roots.
Elegance: DIA presents culture not just as tradition but as art that is modern, stylish, and visually appealing.
3. Visual Identity
Logo and Symbolism: Combines elements of Bulgarian embroidery with modern calligraphy, symbolizing the connection between history and the present.
Color Palette: Red and black as primary colors represent cultural tradition, with additional shades (e.g., white, gold) to add modernity and elegance.
Typography: A serif font with subtle decorative elements emphasizing the brand’s classic and refined style.
Visual Elements: Geometric and symmetrical forms reminiscent of Bulgarian folk design, adapted in a minimalist style.
4. Tone of Communication
Warm and Authentic: Communication should be sincere, inspired by DIA’s personal connection to tradition.
Respectful of Tradition: Messages and visuals should honor Bulgarian roots and culture.
Interactive and Engaging: Encourage the audience to connect with the brand through interactive content, inviting them to share their stories or knowledge of Bulgarian culture.
5. Brand Identity Applications
Music Videos and Stage Visuals: Décor and costumes inspired by Bulgarian folklore, combined with contemporary fashion.
Social Media: Posts showcasing DIA’s music alongside cultural facts, stories, and symbolism related to folklore.
Merchandising: Products that align with the visual identity, such as T-shirts, caps, or accessories featuring embroidery elements or DIA’s intertwined logo.
6. Target Audiences
Primary Audience: Young people (18-35 years old) interested in culture and innovation.
Secondary Audience: Folk music enthusiasts of all ages who appreciate the combination of tradition and modernity.
7. Unique Brand Characteristics
The Cosmic Turtle: Inspired by traditional embroidery, highlighting the core idea of sustainability and connection to roots.
Modern Interpretation of Folklore: DIA creates a sense of relevance and freshness for folk music and visual culture.
