Regis Affiliate
In any branding identity package you will often find a logo and a simple tag line. The “aura” is usually created by a thoughtfully constructed tag line, and the color palette and typeface selection of the logo. However, many large corporate entities have cleverly buried other clues in their logo that are not evident at first glance. Discovering them can be fun, and can enhance the “bonding” experience that is the goal of any branding “aura.”
Amazon.com is one of those. I have always found them willing to go the extra mile in the service area, whether as a consumer (they keep careful records of the things I ordered and notify me by email when similar items become available) or as an author (their “look inside” feature approximates what you’d do with a book you’d pick up in the bookstore.) They also quickly posted a bit of praise from Michael Moore I sent them (that my publisher had omitted as “too controversial.”) I am also always dazzled by the depth of their stock, in all categories.
And it’s all expressed in their logo. Most people get the “smile” graphic underlining part of the type, and hopefully they connect that with the exceptional service they provide. But there’s another symbol buried here. Note the “wrinkle” at the right end of the smile. This can also be read as the end of an arrow, connecting the “a” and “z” of the name, and carries the message: “We have whatever you’re looking for, from a to z.”
No comments:
Post a Comment