Task #1
Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).
Coca Cola
Coca colas logo is a word mark
Coca colas logo give me the impression that their positioning is the classical soft drink company, the most familiar drink in the world. Their family friendly and a part of tradition. The colour of the logo is bright and red and the typography is classical. Red as a color gives associations to love and the typhografy is classical. It tells me that they are the traditional, familiar favourite in soft drinks. Red is also bold and can give the sense of famous, red carpet.
You love cocacola and its been a part of your family and traditions for generations.
Volks Wagen
The Volks wagen logo is a monogram
Volks wagen metal circle with its initials in it gives me the sense that they want to be maskuline, a car for the people. Everyman car. The name also gives this association. Colorus are cold an masculine and they are a durable car. It is simple monogram, gives the impression to me that they wasn’t to be the durable car for the normal family. Where the man is the archetype.
Visa
Visas logo is a word mark.
Gives me the impression that they want the position in the customers mind as a company for everyone. The typography is simple, but the small details that the v has a small line going out of the v and the letter are in cursive leaning forward with two lines above and under, leaning forward gives a sense of speed. This is the fast way of payment. It is a company going forward, its the future. It is also a timeless logo because of its simplicity.
Task #2
Lets work backwards! 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. Give an outline, in your own words, of what you consider the following to be:
Describe its brand identity – exactly as you see it
What do you think its positioning is currently?
What do you think the strategy for this specific product was?
What research do you think was done on this by the company who made it?
Appel´s brand identity
Innovative and creative. They push forward to create new and more user friendly technology, by thinking different. Intuitive. They know what the customer wants before the customer knows themselves. Clear. Apple is complicated technology made simple to use. Connection. Apple is your friend, they change the way you communicate and connect. You are part of the apple family.
The stores
Their shops are all the same. They are modern and feel new.
They are open spaces where the customer can walk around exploring their products. They create an atmosphere, where customers can see what is possible, and imagine new possibilities.
The product packaging is consistent, it have a certain look and feel, year after year.
Customers
Their target customer is the creative, the ambitious, the young adult with enough money.
The Apple logo
Simple, recognizable. Not a typical logo for a technology company. Its an apple. A very organic thing. Which also makes it stand out, among its competitors. Samsung and Microsoft. The logo has gone trough some changes during the years and its first logo was very complicated and didn’t last for a long time. However the apple logo as it is today is a very simple and elegant design. With huge market value.
Positioning
Apple holds the position as the innovative technology company. It is well known for products that blow peoples mind, and changes the industry. Apple have not come up with very innovative products lately, but I believe people still have them as the nr. 1 company for innovation. Who knows what features their Apple watch will have in the future.
Technology is something that people are very passionate about. Apple have created a base of very loyal customers.
The Iphone
Strategy
The apple iPhone is a extremely complex product and I think the marketing strategy for it was exactly the opposite. The phone is simple to use, and intuitive, elegant, and innovative. They market it as a tool for self expression.
Research
When apple wanted to make the Iphone I think their research was focusing on what the customers wanted the most, in my research I found Steve Jobs talking about that people was saying they want to be able to be connect to the internet. Their research I believe was focused on how to make a device that could connect well to the internet, and display internet pages more like its displayed on a computer. I also believe they researched how to make the keyboard and functionality of the phone as user friendly as possible and therefore came up with the touch screen. Researching what movements feel natural for humans to use when navigating the touch screen.
My reflective journal 