Cursive and script
fonts 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 their
history or creativity. Modern fonts are designed to be simple and legible using
various widths in the transitions between strokes and serifs. Brands such as
Hulu, Nars, Shutterfly, and Facebook use modern fonts to promote feeling of
intelligence and style.  Display and
decorative fonts are uniquely designed and used mostly in logos. Brands such as
Fanta, Lego, Disney, and McDonald’s use decorative fonts to promote their distinctive
and unique brands (Peate).

While employing
the basic elements of color, shape, and typeface to create their brand
identity, several organizations also use hidden messages within their brand to
promote their message to consumers. One of the best-known examples of this is
the 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 forward
direction, speed, and precision as well as an element of surprise. Another
example of hidden message is the Baskin-Robbins logo. The pink and blue logo
illustrates a large “BR” which doubles as the number “31”. Carol Austin, VP of
marketing, stated it was meant to convey the fun and energy of the brand as
well as stand for the iconic 31 flavors of ice cream available (Giuliano). A
final example of hidden message is in the Amazon logo. Underneath the type is a
yellow arrow which spans from the “a” to the “z” in the word amazon. This is meant
to symbolize the simplicity in how customers can find everything they need from
A to Z at

upon the elements of design and what combination of such should ideally appeal
to targeted audiences, brand identity has been accomplished using varying
marketing strategies after examining how certain elements affect consumer
behavior. An organization’s brand showcases its personality and image as well
as its overall competencies and characteristics.  In layman’s terms, the impression made and
the way consumers will describe the organization are the basic framework of a
brand (Lake).  

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. The
key to creating a successful brand identity is authenticity. Nike, for example,
created their organization to elevate the experience of the athlete. Organization
brands all desire the same thing; to promote their product by telling a story
and influencing consumer behavior. Understanding the customer and what they
will take away from a brand is key (Moré).

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technology company known as GoPro created its brand simply around a camera and
a desire for users to feel involved and included. The brand was built on two
concepts. First, the brand was built on the idea of user and community
interaction. The marketing strategy was meant to encourage users to not only
buy the camera, but to continually use it and share their experiences with the
community. With the continued practice of published user content on GoPro’s social
media platforms, the brand created a sense of belonging and loyalty within its
customers.  GoPro invited users to utilize
their cameras while engaging in high adrenaline activities, which created an
opportunity for users to have a unique experience (“Case Study: GoPro’s
Branding Strategy”). Instead of going with the traditional route of
publishing trendy promotional video productions that many other companies take,
GoPro decided to allow users to publish their own high-quality stunts and
breath-taking video clips. The active consumer role along with the high degree
of network connectivity precipitated a huge increase in GoPro’s brand
popularity (“The Successful Use of Consumer-Generated Advertising in Content Marketing
Revealing the Secret Formula of GoPro”)

The second concept
of the brand was built around the slogan, “Be A Hero”. According to Strategist Magazine, the slogan was more
than just for engaging in high-adrenaline sports; it was meant to inspire users
to be the hero of their own story. The company wanted customers to use the
camera to experience their lives without the limitation of being forced to hold
the camera with their hands (“Case Study: GoPro’s Branding Strategy”).

The GoPro logo
utilizes four squares of varying shades to represent the uses of the camera. In
order from left to right, the first square represents motocross and biking. It
is a light blue color, symbolic of the color of the sky when riding. The second
square represents surfing represented by another light blue color. The third
square represents water sports and the ability to withstand the elements. It is
represented as a dark blue color. The fourth square represents snow sports and
represented as the color white (Conery).

Every aspect of
GoPro’s brand including domain, heritage, inflection, personality, and values
contribute to the overall marketing strategy (“Case Study: GoPro’s Branding
Strategy”). GoPro successfully created a brand identity that was authentic and
memorable and utilized a marketing strategy that encouraged active user
participation. This marketing strategy, through their use of unique brand
identity, was able to achieve the goal of brand creation and inspire loyalty in
customers that many other companies fail at (“Case Study: GoPro’s Branding


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