What does our brand mean?
How can we associate our logo with a meaning?
Align stories to complement each other, rather than small pieces that are independent from each other
Develop an internal brand platform
Follow with storytelling principles, which follow the brand platform
Put together an actual color palette

Main useful things:

Formalize things that we need to do
Maintain two brands - Midnight Sun the team, and Midnight Sun XII the car

To Do:

Brand Platform. What are we as a team?
Color Pallet: Develop one formally

Waterloo's Brand Platform:

Our Platform:

Promise

To promote a more sustainable future by producing consumer inspired solar powered electric vehicles.

Story

Success at Midnight Sun has always been determined by the efforts of passionate individuals coming together to design, assemble, and race solar electric vehicles. We integrate industry experience acquired through co-operative education, a passion for innovation and a sustainable future, and a spirit for learning and development to create ____

Purpose - Why does MS exist

Our purpose is to prove that solar powered consumer vehicles are both possible and practical.

Goal - What is MS Achieving

To successfully design and build a reliable and efficient solar powered electric vehicle.

Differentiators

Independently Run - Students are responsible for designing, manufacturing and funding our project from start to finish
Co-operative Education - Carrying experience from industry leading companies
Dynamic Team Composition - Due to our constantly change team, we have prioritized communication and knowledge transfer to guarantee a cohesive on-site team during any term

Values - Internal, what values do we hold close

Passion
Comradery - like Soviet Russia
Communism

Audience

Professionals
Students
Competitors

Personality - External - how we are viewed

We are open-minded
We are
innovative?

Tone - External

Confident
Ambitious
Dedicated

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