A Simple Lesson From One of the Big Boys
What’d you get?”
“What’d you get?”
“What’d you get?”
Everyone who walked by and peeked under my desk asked it.
Asked with a smile, wanting to share my joy.
Because they saw a box, and assumed there was a bit of joy inside it.
Can your logo do that to folks who aren’t current customers?
No, neither does mine, yet. (Maybe it works on you, just a bit!) We’re working on it.
It’s the holy grail of logo design—memorable, positive, and uniquely theirs—and witnessing its power today, I’m in awe of Amazon all over again.
What logos instantly get a smile and a positive memory out of you? Is your own company’s logo on the list?
Grow and be well,
Kelly Erickson
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10 February 2009, 6:10 am
Nice handbag by the way
Good points you raised. Amazon. Apple. Heck, Microsoft (if you can figure out how to open it – ever try to open up a Vista package? It’s worse than the puzzle box in Hellraiser… and instead of Pinhead, you get Billg torturing you for all eternity!)
Anyone sees a logo like that and they want to open the box!
-Brett
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 6:45 am
Brett,
It’s all about the accessories.
And the funny thing is, I could have had anything in the box… not necessarily something fun! Apple I agree with. No surprise that an Apple logo would make me smile and say “what’d you get?” Microsoft I had to think about for a minute to remember their logo, but for dedicated PC folks, I suppose it’s cheery. I’m a reluctant PC person myself…. I probably block the logo—some deep psychological thing, hehe!
Regards,
Kelly
10 February 2009, 8:16 am
Amazon for sure – but that’s ‘cuz I luv books.
And clothing stores, such as Spain’s Zara, Pull and Bear, and Bershka, but their logos are also their names.
And thanks for reminding me – I don’t actually have a logo. Must be remedied.
Alex Fayle | Someday Syndrome’s last blog post…Girls Aloud give us all a kick in the pants
10 February 2009, 8:25 am
Ebay. Fun and colorful, young. Ogilvy’s. Rich, wealth and luxury. Men with Pens. Cool, casual and pro.
‘Nuff said.
James Chartrand – Men with Pens’s last blog post…Freelancers Aren’t as Green as They Think
10 February 2009, 8:37 am
Alex,
Zara’s website (trying to see if I remembered the logo) just crashed my computer. No love for them now. I’m going to look the others up later.
James,
Ah, yes, ebay’s. That is a great one for building instant anticipation. Memorable, positive, unique.
MWP? Builds instant anticipation for me, anyway.
Until later,
Kelly
10 February 2009, 9:10 am
I think the logo needs to suit the company though. That little grin on the side of the box will sell books, but not Ferraris. Though I know what you’re thinking and you’re right — the Ferrari logo has probably seen its share of smiles.
I like packaging like this. Up here just before Christmas, all the Sears bags had “No Peeking” stamped on the side of them. Apple has some cute little quotes too.
But speaking of books — when Chapters Online (Canadian bookstore) started up, I bought a book mostly for the experience. It was actually the first thing I ever bought online. I waited and waited, and a few days later my package arrived. I ripped it open and there was my book. Nothing else. No “Welcome to Chapters” card, or “Congratulations on Your First Online Purchase!” or even “Thanks for Buying Online!”
It felt like some guy in a warehouse had got a slip, stuffed the appropriate book into the box, and slapped a sticker on it. Which of course is exactly what happened, but…
It was an amazingly huge letdown. I felt almost taken. Yes, even a big smiley face on the side of the box would be nice. I don’t think I ever did by a book online again!
So you never did say — what is in the box?
~Graham
@Kelly – PS – The schools closed here today because of *rain*. Snow we can handle, but rain?
(Actually, it’s a lot more dangerous than it sounds. It is literally freezing to the roads, making it one big skating rink out there. And if it keeps up, there will be flooding too because the ground is still frozen and there is nowhere for the water to go…) So I’m going to stop laughing at places that close because of a bit of snow.
Except Toronto.
~g
Graham Strong’s last blog post…5 Steps To Better Brainstorming for the Intrepid Freelancer and Independent Business Owner
10 February 2009, 9:21 am
@ Graham –
That’s where branding comes in. The logo needs to suit the company in that the company’s brand image must be reflected in every aspect of their business. Ferrari’s brand isn’t about fun, presents or happiness, so… yeah!
I hear you on the rain. This time of year, it’s a killer.
James Chartrand – Men with Pens’s last blog post…Freelancers Aren’t as Green as They Think
10 February 2009, 10:00 am
I think Amazon’s logo could be just a big black dot and it would evoke the same emotion. The reason: it represents a company that delivers what you order on time every time and communicates when there is any problem. They are so organized on the back end that whatever logo they chose to represent themselves would be destined to become an icon.
Todd Smith’s last blog post…How can I sell my greeting cards in your favorite store?
10 February 2009, 10:17 am
What about the Golden Arches?
(Okay…I know the nuts-and-berry eaters who shun fast food places will roll their eyes). But you gotta admit, that’s a great logo that everyone recognizes.
Especialliy on the highways, where the kids in the back seat can see it from miles away, and scream at Daddy until he pulls over and stops.
Friar’s last blog post…A Wonder of Nature
10 February 2009, 10:19 am
Kelly, love the bag! You’re right Amazon has done an amazing job of branding. I love books so am always excited to see the smile on the side. I also love Red Envelope especially when I pull out the beautiful red boxes inside the plain brown ones. Of course other memorable logos – Nike, and Pepsi (don’t drink pop but even I recognize the logo). My own logo, not at all but I’m not done yet.
Karen Swim’s last blog post…Someday is Today
10 February 2009, 10:21 am
A little blue box with a white bow….
Janice Cartier’s last blog post…Magnolias, Gucci, and Talking to Aliens… Maybe
10 February 2009, 11:13 am
@Jan, *thunking head* of course, how could I forget that one. A sign it’s been too long…
Karen Swim’s last blog post…Love is Not on My List
10 February 2009, 11:22 am
@Friar,
McD’s is a special case too, as it has a lot more pull with kids than adults in my not so humble opinion
and for a different reason.
My kids don’t think, “hmm, I’m hungry, I want some grease bombs to fill the hole”, they think “Treat of the Week!”
They want to have the toy.
It is actually cheaper for me to take them to a toy store, let them get a real toy, and then go home and make better homemade burgers…
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 11:26 am
Okay, Kelly , the guys are talking burgers again , and we are all accessories, romance… just saying.
Janice Cartier’s last blog post…Magnolias, Gucci, and Talking to Aliens… Maybe
10 February 2009, 11:31 am
@Janice,
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 11:42 am
…and I am thinking , hm, burger for lunch sounds a lot better than the goat cheese and pecan mixed green salad I have planned…subversive Canadians again.
Janice Cartier’s last blog post…Magnolias, Gucci, and Talking to Aliens… Maybe
10 February 2009, 11:49 am
I think it’s just your body telling you to have a burger… about a week ago, I just HAD to have a killer salad, some really nice mixed greens (not a scrap of iceberg in there), sunflower seeds, dried cranberries, fresh blueberries, plum tomatoes, feta, extra virgin olive oil and balsamic…
(Dang. I don’t have any of that here right now either. Maybe a burger will do…)
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 11:55 am
I must be hungry, THAT salad sounds scrumptious.
Going to go do something about that.
Janice Cartier’s last blog post…Magnolias, Gucci, and Talking to Aliens… Maybe
10 February 2009, 12:45 pm
It sounds better than my lunch actually was, too…
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 1:57 pm
Graham,
Memorable, positive, uniquely theirs. I think that’s a bare minimum. Ferrari isn’t going to want goofy-happy, but that’s not a necessary component. (BTW if you’re interested, take a look at the full logo with logotype—you’ll notice the company is “smiling from a to z.” VERY clever.)
I love the idea of a “thanks for making your first online purchase” note. I agree, too bad Chapters missed out on that.
A new headset. I bought a voice-recognition program for my home computer, and my old headset is too wimpy to convey my voice well enough for a machine to understand me. So now I can look like a really fancy geek while I speak long passages into the Mac.
It did crack me up how happy people got at the sight of the box.. I mean, there could have been a book on OCD, or a package of Depends… anything in the box! But everyone assumed joy.
BTW part 2, I had to do a search to find out what Ferrari’s logo looks like. They miss on “memorable” for me.
James,
Exactly. The design has to match the Presence the company is trying to convey, which means you can cover those three bases in as many ways as their are companies with a unique story to tell.
Sorry about that weather, Canadian friends, here it’s about 60°F (16°C) and bright out. Going rollerblading later. (Well, the kid will be rollerblading, I’ll just be supporting/ jogging alongside.)
Todd,
I have to disagree. Eventually, maybe a lousy mark could have worked—there is a lot of force of personality and awesome fulfillment behind that company logo—but a great mark is a massive leg-up that gets too little credit. I think theirs is part and parcel of their success.
Friar,
McDonald’s hits the target on all three counts. The company I love to hate having as a major search term here at MCE strikes again. Excellent example.
Karen,
Nike’s makes me swoon. Layers of positive meaning there. Another great one!
Janice,
Ah, that little box. Who needs a mark (though I do adore their clean, rich type) when you own a whole color?
Brett,
I dunno, for a lot of parents the association may not be quite so joyful but it is positive. After a long hard day at work, the golden arches mean arguments are over, decisions are easy, and cleanup is going to be handled by Ronald. A lot of folks will trade that for nutrition any day… and (sadly,) they do!
Yum, I want a salad like yours now. And I hate salads!
Until later,
Kelly
10 February 2009, 2:30 pm
Kelly,
True enough that McD’s can pacify the natives… but until they serve beer (and *good* beer at that!), Dad’s BBQ’d burgers will rule Dad’s world!!!
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 4:39 pm
@Brett
Here in Europe, McD’s does sell beer – and did you know they are actually a rather green company? http://www.supereco.com/news/2009/01/06/mcdonalds-going-greener/
Alex Fayle | Someday Syndrome’s last blog post…Coming at it backwards: Karen Swim interview
10 February 2009, 4:42 pm
@Alex,
If I can get a Maudite and not a McBeer, I’m there
I do know that they have different standards in different countries for nutritional content too. The amount of fat in the McNuggets in (say) Sweden is actually at very healthy levels compared with the USA.
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 4:44 pm
LOL – Alex, you beat me to it. I remember beer in McDonald’s when I was there in the long ago.
10 February 2009, 4:46 pm
Beer like this…
http://www.unibroue.com/graphs_our_beers/maudite.html
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 4:46 pm
@Brett
It’s Mahou http://www.mahou.es/ – don’t drink beer so can’t judge the quality…
@Kelly
Wow! You mean I’m actually at the party and not coming in either early or late?
Alex Fayle | Someday Syndrome’s last blog post…Coming at it backwards: Karen Swim interview
10 February 2009, 4:50 pm
@Alex,
Hey, it’s not Budweiser so it is probably okay!
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 5:23 pm
Beer. Burgers. I’m there. I don’t care who the hell cooked them or what the label reads. It’s free. End of story.
James Chartrand – Men with Pens’s last blog post…Freelancers Aren’t as Green as They Think
10 February 2009, 5:31 pm
Kelly,
Note to self: serve tiny burgers and Pilsners of beer, instead of the dreckish wine at art openings.
Janice Cartier’s last blog post…Magnolias, Gucci, and Talking to Aliens… Maybe
10 February 2009, 7:50 pm
Hey, where did everybody go? I brought chocolate, come back.
Karen Swim’s last blog post…Someday is Today
10 February 2009, 8:05 pm
Alex,
Any time you wander in is perfect!
Janice,
I adore openings, but not the dreckish wine. Tiny burgers and beer would be so interesting! I wonder if it would attract different people (well, not unless you marketed it to do so)… or open up the usuals so they’d show a different side of themselves.
I’m thinking too seriously, aren’t I.
Karen,
Nothing makes my ears perk up like the word chocolate. You call, I come back.
Later,
Kelly
10 February 2009, 8:13 pm
@Brett
So…if you ask your kids: Do you want to go to the dollar store and buy a toy, and then we’lll stay home and Daddy will make burgers. Or do you want to go to McD’s and have a Happy Meal?
Which do you think they’ll pick?
(As an added bonus…the bigger McD’s have the Play-Lands). Which all kids love, but I think are only designed to make the little rug-rats scream and yell even harder, when it’s time to go home.
Friar’s last blog post…A Wonder of Nature
10 February 2009, 8:18 pm
Friar,
My little person learned to be a master negotiator because of McD’s Playlands. I don’t like fast food (and neither does she, ironically), so she’d have to come up with a PowerPoint with 17 rationales and a list of future promises just to get 25 minutes at one of those places.
I hope it lands her a job at the U.N. or something.
Later…
10 February 2009, 8:23 pm
Ah, but you see, I don’t take them to the dollar store (my kids know that dollar store toys are junk, and if they get them, dad ends up having to rebuild them to the point that it is easier just to describe a toy to dad and get him to build it from scratch!) – you’ve got to take them to Wal-Mart…
NOOOOO!!! not “Plague-Land”, also known as “swimming in urine and feces contaminated plastic balls”…
(Actually, that’s not what worries me – it’s the flu and cold type stuff that they always pick up there – and then I get it – and then I have to suffer at work because “we can’t be late on our deliverables!”)
Brett Legree’s last blog post…viking fridays – a story of give and take.
10 February 2009, 8:33 pm
Brett,
Down here they’ve taken out all the plastic-ball-thingys for health concerns. So mostly we have the big Habitrails for our little child-hamsters, which believe me, is plenty to try to get a kid to leave behind. Oh, the howling!
(Not from my kid, of course, she was always an angel! Mostly, kinda…)
10 February 2009, 9:55 pm
@Kelly
LOL! That Habitrails for the child-hamsters! I don’t think I could have put it better myself!
Wonder if we can make child-sized Hamster-balls for the kids? (To let them roll around in and keep ‘em from getting in trouble). It would sure save on babysitter costs!
Friar’s last blog post…A Wonder of Nature
10 February 2009, 10:16 pm
Hamster ball for people – very cool indeed.
http://www.zorb.com/
And yes, I went in one when I was there. Wouldn’t have missed doing it for anything…
Brett Legree’s last blog post…viking fridays – a story of give and take.
11 February 2009, 6:44 am
Friar,
Once when my little person was two or three, we had twenty minutes to kill before a doctor’s appointment, and wouldn’t you know there was a McD’s with a Habitrail right next door. So I feel like I’ll be a mean mama if I say let’s just be early to the doctor’s, and I let her go in.
Halfway through she decides this one is too high and she’s scared.
Too scared to move.
I pleaded with her for five minutes, tried every comforting, “you can do it” phrasing I knew, had other kids wander past and say “come on, we’ll go together,” tried being stern—all to no avail. Finally when the time for the appointment was passing, I realized I’d have to go get her. Me, with my horrid back, climbing through that blasted thing, trying not to sound super-angry b/c she’s only a little kid, and dragging her back out, arriving at the doctor’s late, disshevelled, and sweating.
On those days, Friar, I almost think your quiet, peaceful life a solas sounds like a fine idea. *sigh* But then she was cute and frightened and huggy and grateful for the rest of the day, so that pretty much made my staticky hair and crinkled clothes worthwhile.
(Oh, yeah, I know how to go off topic.)
Brett,
Yes! I have never forgotten that Zorb. It looks SO cool.
Later…
11 February 2009, 9:38 am
@Janice
There’s a tapas bar here in San Sebastian The Black Fire (El Fuego Negro) that serves the cutest little burgers, and they are soooo good.
Alex Fayle | Someday Syndrome’s last blog post…Biting the bullet for massive action
11 February 2009, 9:53 am
@James — yes, still raining though it is a drizzle now. There’s ice backed up in the eavestrough, so now even more water is pouring over onto our driveway. It’s supposed to freeze tonight — that will be fun!
@Kelly — I hate it when my computer doesn’t recognize my voice…
~Graham
Graham Strong’s last blog post…5 Steps To Better Brainstorming for the Intrepid Freelancer and Independent Business Owner
11 February 2009, 1:09 pm
Alex- You are evil. You know I am dying to come over there… mini tapas burgers…I am thinking those sound terrific.
Janice Cartier’s last blog post…Manly Men, Hearts, and Wide Open Spaces
11 February 2009, 1:46 pm
Alex, Janice,
How weird is this: Our local Burger Kings are serving tiny tapas burgers right now.
I saw them when I went for a veggie burger the other day. They come in a 6-pack, which sounds like a stomachache on wheels. Six?
& no way they’re as good as a place called El Fuego Negro. Wish I were there.
Graham,
The PCs know my voice: it’s the one that’s always hollering. (“Aww, come on!”) When I’m near my beloved Macs, I’m zen and silent. No need to shout. Hence, I needed a better headset.
Later…
11 February 2009, 3:18 pm
They’re about the diameter of a silver dollar, come on slight orange buns (the ketchup is baked into the bun), and have a small piece of lettuce, an inner ring from a red onion and a slice of a narrow plum tomato. They come three on a plate lined up waiting to be munched on.
And no, they’re not all attached like the Burger King ones – those ones are just silly.
(Are you drooling yet? I have a picture of Raul eating one somewhere, but I don’t know where.)
Alex Fayle | Someday Syndrome’s last blog post…Biting the bullet for massive action
11 February 2009, 3:27 pm
Oh you are SOOOOO in trouble Alex…. NOT FAIR!!!!
“They come three on a plate lined up waiting to be munched on.”
Sheesh, I forgot to eat lunch…( note to self — put El Fuego Negro on must do list.)
Janice Cartier’s last blog post…Manly Men, Hearts, and Wide Open Spaces