– Amazon Brand Logo –
My favorite place to shop online is Amazon. I’m sure I spend hours every week scrolling through Amazon looking for nothing in particular. It has so many items in every category possible – many of which are totally unnecessary but seem like they would be so handy to have. I decided to have a deeper look at Amazon’s brand logo because I am so involved in the company and see it so often. So here goes!
1. Describe the brand logo (design) in detail and why you believe the company selected the brand elements (color, size, layout, character, etc.) that they did. Your analysis should include a brief description of the competitors and how your selected brand logo compares. In other words, why did they choose the brand elements that they did?
{ Scroll to bottom to see logo }
Amazon’s logo is really quite simple. All it is is the word “amazon” written in plain black or white writing (depending on the background color) with a curved orange arrow underneath it forming the look of a smiley-face. The arrow starts at the ‘a’ and ends at the ‘z,’ which is supposed to signify that they have everything that you could ever need – “from a to z.” The arrow is made to look like a smiley face smile to signify happiness, good customer service, and overall satisfaction.
The logo looks very simplistic because they are a simplistic company. They are clean cut and straight-forward. They, generally, do not have super high-end products, so the simplicity of the logo supports that idea. Ebay, one of Amazon’s major competitors, also has a simple logo. Theirs also spells out “ebay,” but each letter is a different color, giving it a fun and friendly theme. The letters are not aligned either, also giving it a playful feel. I would say, after comparing the two logos of Amazon and Ebay, Amazon’s looks more professional. To me, Ebay’s logo almost comes off as child-like. I think Amazon did a good job with their logo. It is straight and to the point, yet has a spark of color and happiness to go with it.
2. Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
Amazon’s target market is very broad, according to research-methodology.net. It is for adults (18+); all social classes; any life-cycle stage; urban and rural; over 100 countries; students, employees, and professionals; the easy-goers, determined, and ambitious; and so much else. Their target reaches so far and wide, it is crazy. Because its target is so large, you would think it would be hard to reach everyone. However, I do believe that Amazon has accomplished just that, which is why it is so popular today. They have such a plethora of products of so many different types, brands, prices, qualities, etc. that it would be hard to say that Amazon did not reach their target! They are amazing.
3. Does it work? Why or why not? Any general observations?
Yes, I would definitely say it works because Amazon is so popular today. The majority of people have at least heard of Amazon. Even if a person is buying a product off of another website, it is very probable that they price-checked their product to Amazon! I do it all the time. Amazon has a very good reputation going and I believe and hope that they will be around for a very long time.
Andrea Wollman's Marketing Blog 