Deep within a logo lies a treasure trove of stories about the brands we love. At first glance, we may NOT see the story on its surface, but as we become more emotionally connected over time, we start to see these logos in a whole new light. We start to understand the core value they sell to make our lives easier.
One of my favorite brand logo stories is Amazon.
Amazon was founded by Jeff Bezos in 1994, under the name “Cadabra”. Bezos changed the company’s name a year later to “Amazon”, after realizing that the original name had phonic resemblance to the word “Cadaver”.
What started as an online bookstore has since grown into a behemoth corporation with their hands in almost everything. From electronics, movies, music, clothing, groceries, technology and more, Amazon now provides everything from A to Z. It’s only fitting then that the company should have a logo that conveys this exact same message.
The power of visual language cannot be taken for granted when it comes to crafting an iconic image. To become a recognizable brand, companies must create strong mental shortcuts to win their audience’s hearts.
Looking closely at the logo, the black Amazon letters represent power and elegance, while the curvy orange line stands for creativity, adventure and success.
However, if you look more closely at the curvy orange line, you actually see a SMILE. The SMILE is also an arrow that goes from A to Z in the word Amazon. This path from the first to the last letter of the English alphabet communicates that Amazon offers everything, from A to Z!
The Amazon SMILE has become as recognizable as the Amazon logo itself, placing it solo on their boxes, bags, and trucks. This is when you know you’ve reached iconic status, like Nike’s Swoosh, Disney’s Mickey Mouse Ears, Target’s Bullseye and many more.
If there’s one thing I know for sure, it’s this:
Your product is NOT your brand.
Your brand is your Core Value…AND
You use your product as the vehicle to drive your Core Value.
AMAZON uses their A to Z product line to drive their Core Value of SMILES.
So the next time you’re looking to purchase anything that will deliver SMILES to your doorstep, remember, SMILES is how Amazon SCORES.
I’m Rich Keller, The CATALYST and see you next time on The CATALYST Effect!