MasterChef Identity

What is brand identity?

The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.
( http://www.businessdictionary.com/definition/brand-identity.html#ixzz2V4uJThYa

About the show:

MasterChef show is about finding the best home cooks and through several challenges help them to become culinary masters. It is being produced in more than 35 countries and airing in at least 200 territories. The contestants compete to become their country's next MasterChef and a large cash prize.

MasterChef Brand Identity:

Some of Masterchef brand's design elements such as logo, logotype and using the photos of show's judges and contestants as design elements, rather than their colour are mostly the same in all countries. But brand's other design elements in each country is different from the others and is based on each show's season's theme. I studied 3 countries, U.S, Australia and Malaysia to compare their design strategy.

based on my researches in MasterChef U.S and MasterChef Australia, design consistency has been observed that makes the show more recognizable which is the objective of designing a brand identity for a brand.

MasterChef U.S:

In the new season of MasterChef U.S a strong orange theme is applied to all the designs and advertising such as their website, Facebook page and scene decoration. Figures 1 to 8 are some examples.

Figure 1  MasterChef U.S website

Figure 2  MasterChef U.S website

Figure 3 MasterChef U.S judges

Figure 4  MasterChef U.S contestant

Figure 5  MasterChef U.S

Figure 6  MasterChef U.S contestants

Figure 7  MasterChef U.S

Figure 8  MasterChef U.S

MasterChef Australia:

The new season of Masterchef Australia’s theme is boys VS girls. And it's new tagline is “who will rule the MasterChef kitchen?”  And the strong theme of boys VS girls is applied to MasterChef Australia's all designs and advertisements, such as bus advertisements, website, Facebook page and TV commercial. Figures 9 to 14 are some examples.

Here is the link of MasterChef Australia commercial: https://www.youtube.com/watch?v=8bNLX4VymO4

Figure 9  

Figure 10  MasterChef Australia website

Figure 11  MasterChef Australia contestant

Figure 12  MasterChef Australia contestant

Figure 13  MasterChef Australia contestant

Figure 14  MasterChef Australia bus advertisement

MasterChef Malaysia Brand Identity And Comparing It With MasterChef Malaysia Billboards In Kuala Lumpur:

Based on the pictures of MasterChef Malaysia's website and Facebook It seems the new season, season2, has a fire flame theme but it is not strongly applied to all designs and advertisements. For instance the flame theme in their website is so blur and is not adjusted in a way that attracts viewers attention, thus without zooming out the page  viewer may even don't notice it at all . However, obviously MasterChef Malaysia has the flame theme because it is anyway applied to their designs but billboards in Kuala Lumpur(figures 15 to 17 ) are extremely weak from design consistency aspect because they have no elements in common with the season's theme and without seeing the logo and logotype it is impossible to recognize them as MasterChef billboards.

Figures 18 to 20 are some examples of MasterChef Malaysia designs and advertisements.

Figure 15  MasterChef Malaysia billboards in KL

Figure 16  MasterChef Malaysia billboards in KL

Figure 17  MasterChef Malaysia billboards in KL

MasterChef Malaysia other designs:

Figure 18  MasterChef Malaysia Logo

Figure 19  MasterChef Malaysia website

Figure 20  MasterChef Malaysia Facebook page

Reference list:

Business Dictionary. Brand Identity.[Online]. Available at: <http://www.businessdictionary.com/definition/brand-identity.html#ixzz2V4uJThYa> [Accessed 4 June 2013]

Picture Credits:

Figure 1:

Master Gordon Ramsay [electronic print] Available at: <http://www.fox.com/masterchef/bios/judges/gordon-ramsay> [Accessed 4 June 2013].

Figure 2:

MasterChef US [electronic print] Available at: http://www.fox.com/masterchef/about/> [Accessed 4 June 2013].

Figure 3:

MasterChef  Judges [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=603515236328230&set=a.397033363643086.100870.126204090726016&type=1> [Accessed 4 June 2013].

Figure 4:

Christine Ha [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=481417388538016&set=a.481417381871350.116338.126204090726016&type=1&relevant_count=4> [Accessed 4 June 2013].

Figure 5:

MasterChef Mystery Bix [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=604378292908591&set=a.148022941877464.27890.126204090726016&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 6:

MasterChef [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=604807479532339&set=a.148022941877464.27890.126204090726016&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 7:

MasterChef  Audition [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=600813676598386&set=a.148022941877464.27890.126204090726016&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 8:

MasterChef  Finalists [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=603999559613131&set=a.148022941877464.27890.126204090726016&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 9:

MasterChef First Look [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=10151410565520636&set=a.109606340635.107043.80261010635&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure11:

Housewife [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=10151400794200636&set=a.109606340635.107043.80261010635&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 12:

Dude [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=10151409183640636&set=a.109606340635.107043.80261010635&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 13:

Boy VS Girl Australia [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=10151405226985636&set=a.109606340635.107043.80261010635&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure 14:

MasterChef Australia Bus [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=10151414989135636&set=a.109606340635.107043.80261010635&type=1&relevant_count=1> [Accessed 4 June 2013].

Figure15:­­­­

Kenwooi. (2011). MasterChef Malaysia Billboard Adverts Suck. [Online] Available at:http://www.kenwooi.com/2011/12/masterchef-malaysia.html[Accessed 3 June].

Figure 16:

Kenwooi. (2011). MasterChef Malaysia Billboard Adverts Suck. [Online] Available at:http://www.kenwooi.com/2011/12/masterchef-malaysia.html[Accessed 3 June].

Figure17:

Kenwooi. (2011). MasterChef Malaysia Billboard Adverts Suck. [Online] Available at:http://www.kenwooi.com/2011/12/masterchef-malaysia.html[Accessed 3 June].

Figure 18:

MasterChef Malaysia [electronic print] Available at: <https://www.facebook.com/photo.php?fbid=544771338906364&set=a.158963930820442.38879.158958980820937&type=1&source=11> [Accessed 4 June 2013].

Figure 19:

Fire [electronic print] Available at:  http://www.astro.com.my/masterchef/> [Accessed 4 June 2013].

Figure 20:

MasterChef Malaysia astro [electronic print] Available at: < https://www.facebook.com/photo.php?fbid=571851972864967&set=a.351050281611805.91150.158958980820937&type=1&permPage=1> [Accessed 4 June 2013].

By Pegah