For our brand identity weeks (4-5) we got three different learning activities. The first one is about understanding positioning. Here we go:
Assignment 1: Look at the following logos and explain in your own words what you consider their positioning to be.
At first glance, we see that the Instagram logo is a simplification of an analog camera. Much simpler in the shape and colors, than the one they used in the beginning of Instagram. The camera in the logo tells me that this is an app that has most likely something to do with photography. And it is not just a photography app, for many people, it is THE photography app. With all their add on, filters and different tools, their users are presented with an infinity of editing and sharing possibilities for videos and photography. And it is easy to use, just a couple of clicks, and you can have your favorite photo posted in the feed of people near and far.
The lines in the logo are rounded and soft, this fits in with the app welcoming all users, either you just got your first camera phone, or if you are a professional photograph. As long as you enjoy taking photos, the creative community of Instagram is waiting for your next inspiring post.
Looking at the colors of the Instagram logo, I get kind of happy, the colors are a playful gradient of warm colors, and I get associations to fun, youthfulness and joy. This tells me that Instagram want to make people feel welcome, no matter who you are, Instagram have something for you.
Mercedes
The Mercedes logo almost shouts high quality, the grey color gradient, that looks like stainless steel, has a promise of exclusiveness. The three pointed star combined with the circle around it, looks like a sleek simplification of the steering wheel on a car.
The lines in the logo are clean and sharp, and makes the shapes stand out as strong, and well balanced elements, in this symmetrical logo. Looking at the logo, it comes with a promise of quality combined with luxury.
Mastercard
The logo of Mastercard is made up with two overlapping or connected circles, I think this come across as a symbol for unity. Knowing Mastercard as a credit card company, the circles could possibly be a simplification of coins.
Looking at the usage of warm colors in the logo, it tells us that it is friendly and trustworthy. The red color is often a symbol of strength, power and also passion. Yellow color could be associated with loyalty, positivity and happiness. The orange color in the middle is often representing enthusiasm, encouragement and success.
Being a quite simple logo, it appears open, yet combined, and could be a symbol of the bond between the bank and customer. It also tells us that this is not a complicated brand, in regards of becoming their customer. Mastercard is supportive, friendly, and cheers on their customers achieving their dreams.
Assignment 2: Look at the logo on the Apple iPhone and, by doing your own research, investigate the history of the product and the company that manufactures it.
Describe the iPhone’s brand identity – exactly as you see it
The iPhone with all it’s features and apps, is very much more then a phone to most of their owners, it can be seen as a ticket into a huge an innovative and creative community made up by iPhone owners. Some might even view it as an extension of their own person. iPhone is for people wanting a user friendly phone, which at the same time is quite exclusive.
Apples products have always had a very modern feel to them. iPhone being a stylish device, with many great functions, appeals to people wanting and appreciating good design and functions. If we add the service of them getting upgrades, and evolving new, faster and better phones, along with their users needs, this adds an emotional bond for their customers. And emotional bond creates enthusiasm, enthusiasm creates loyalty, which again sparks new purchases and keeps people in the happy community of iPhone users.
What do you think its positioning is currently?
I think iPhone is reaching out to modern, creative people, with the love for simplicity and good design. It appears accessible for all, yet unique and different.
What do you think the strategy for this specific product was?
I think the strategy for iPhone was to be a product extending the person it belongs to. It is a innovative product striving to be revolutionary in the smart phone market, and at the same time being simple to use for everyone. They build loyalty by upgrading and innovating the iPhone to keep up with their users needs and wants.
What research do you think was done on this by the company who made it?
I think in the development of the iPhone, there probably was a lot of research in what was missing in their customers lives. We often do not know what we need or want before we have it in hand. Take the iPod as an example, it quickly became a «must have» for music lovers on the go, adding different ranges as time went by to fit newly discovered needs.
At this time phones became more and more advanced, and we also carried around more and more devices in our pockets or backpacks. Many of us had at least a music player, digital camera and phone. At some point someone must have had a great idea about combining these items into a phone. And here we are, our phones advancing by the minute to fit our different needs.
Assignment 3: Take the same product as in assignment 2 and explain, in your own words, how the visual element (in this case, the logo) fits in with the brand identity.
The logo of Apple is a real evidence of the power of simplicity. The logo of Apple we know today, was made by Rob Janoff in 1977. For many years it were striped with the colors of the rainbow, before in 1998 it became single colored with different effects. The apple has been taken a bite of, this could be a play on words regarding byte in a computer. It is also said to have the leaf on top as well as the bite, so people would not mistake it for a tomato.
Apple’s logo is unique and easy to remember, it also plays very well with apples being associated with knowledge and intellect. This fits very well with Apple’s products, and specially this assignments product: the iPhone. A smartphone, chew on it for a moment, a smart phone. A product designed with clean lines, aesthetics that pleases the eye. And at the same time this product is so simple and intuitive, that anyone can understand how to use it.
It seems that no matter what product Apple makes, the elegant and modern design is combined with simplicity. This appeals to all people appreciating good design in company of user friendliness, making it quite an unbeatable combination. If we look at the logo again, we see that the logo is made in the same way. Good, elegant and modern design, combined with simplicity. Perfect match.
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