Cursive and scriptfonts showcase handwritten letters while modern fonts are advanced and hi-tech.Script fonts are used to represent femininity, elegance, and creativity.Coca-Cola, Cadbury, Instagram, and Cadillac use this typeface to show off theirhistory or creativity. Modern fonts are designed to be simple and legible usingvarious widths in the transitions between strokes and serifs. Brands such asHulu, Nars, Shutterfly, and Facebook use modern fonts to promote feeling ofintelligence and style. Display anddecorative fonts are uniquely designed and used mostly in logos.
Brands such asFanta, Lego, Disney, and McDonald’s use decorative fonts to promote their distinctiveand unique brands (Peate).While employingthe basic elements of color, shape, and typeface to create their brandidentity, several organizations also use hidden messages within their brand topromote their message to consumers. One of the best-known examples of this isthe FedEx logo.
In the negative space between the “E” and the “X” is an arrow.The logo designer, Lindon Leader, stated the arrow could connote forwarddirection, speed, and precision as well as an element of surprise. Anotherexample of hidden message is the Baskin-Robbins logo. The pink and blue logoillustrates a large “BR” which doubles as the number “31”. Carol Austin, VP ofmarketing, stated it was meant to convey the fun and energy of the brand aswell as stand for the iconic 31 flavors of ice cream available (Giuliano). Afinal example of hidden message is in the Amazon logo.
Underneath the type is ayellow arrow which spans from the “a” to the “z” in the word amazon. This is meantto symbolize the simplicity in how customers can find everything they need fromA to Z at Amazon.com. Basedupon the elements of design and what combination of such should ideally appealto targeted audiences, brand identity has been accomplished using varyingmarketing strategies after examining how certain elements affect consumerbehavior. An organization’s brand showcases its personality and image as wellas its overall competencies and characteristics. In layman’s terms, the impression made andthe way consumers will describe the organization are the basic framework of abrand (Lake). Today,marketers are required to think up a brand that will be memorable and lasting.Experiences are what consumers will carry with them for their entire lives.
Thekey to creating a successful brand identity is authenticity. Nike, for example,created their organization to elevate the experience of the athlete. Organizationbrands all desire the same thing; to promote their product by telling a storyand influencing consumer behavior. Understanding the customer and what theywill take away from a brand is key (Moré). Thetechnology company known as GoPro created its brand simply around a camera anda desire for users to feel involved and included.
The brand was built on twoconcepts. First, the brand was built on the idea of user and communityinteraction. The marketing strategy was meant to encourage users to not onlybuy the camera, but to continually use it and share their experiences with thecommunity. With the continued practice of published user content on GoPro’s socialmedia platforms, the brand created a sense of belonging and loyalty within itscustomers. GoPro invited users to utilizetheir cameras while engaging in high adrenaline activities, which created anopportunity for users to have a unique experience (“Case Study: GoPro’sBranding Strategy”). Instead of going with the traditional route ofpublishing trendy promotional video productions that many other companies take,GoPro decided to allow users to publish their own high-quality stunts andbreath-taking video clips. The active consumer role along with the high degreeof network connectivity precipitated a huge increase in GoPro’s brandpopularity (“The Successful Use of Consumer-Generated Advertising in Content MarketingRevealing the Secret Formula of GoPro”)The second conceptof the brand was built around the slogan, “Be A Hero”. According to Strategist Magazine, the slogan was morethan just for engaging in high-adrenaline sports; it was meant to inspire usersto be the hero of their own story.
The company wanted customers to use thecamera to experience their lives without the limitation of being forced to holdthe camera with their hands (“Case Study: GoPro’s Branding Strategy”). The GoPro logoutilizes four squares of varying shades to represent the uses of the camera. Inorder from left to right, the first square represents motocross and biking.
Itis a light blue color, symbolic of the color of the sky when riding. The secondsquare represents surfing represented by another light blue color. The thirdsquare represents water sports and the ability to withstand the elements. It isrepresented as a dark blue color. The fourth square represents snow sports andrepresented as the color white (Conery).
Every aspect ofGoPro’s brand including domain, heritage, inflection, personality, and valuescontribute to the overall marketing strategy (“Case Study: GoPro’s BrandingStrategy”). GoPro successfully created a brand identity that was authentic andmemorable and utilized a marketing strategy that encouraged active userparticipation. This marketing strategy, through their use of unique brandidentity, was able to achieve the goal of brand creation and inspire loyalty incustomers that many other companies fail at (“Case Study: GoPro’s BrandingStrategy”).