We all have some idea of what a brand is. A Ford, or a Chevy, Apple, Amazon.
The question often asked by e-commerce business’s is, not so much what is marketing branding, but why it should be part of your online business.
If you were to ask a random person to name an online brand chances are out side of social or software websites most people could only name a couple
E-Bay, Amazon and many would struggle to advance beyond this I think.
If someone said Pornhub, that is right too. But, Lets go family friendly. 😎
Global Expansion of Affiliate Marketing.
Covid-19 is used as an explanation for many things happening in the world now . Though the reality is, many companies were aligning towards a global expansion trend in affiliate marketing before the Covid shut down happened.
Individual online business’s had been expanding before Covid as well. So nothing really changed because of Covid.
If anything the process gained pace, along with the remote work and other online ventures.
The connections to online work have all just become a little more mainstream now.
Back in the day it was usually a name spread by word of mouth. Ford for example. A white signature with a blue oval shaped background and a white border.
I am not sure if you could imagine this in any other form, different colors, or different style of signature.
A red background? I think the blue oval is so entrenched that no changes to that logo would work.
Amazon as we will see had many, before settling on the present logo.
Typography in Branding
The Ford logo seems quite simple, a signature surrounded by blue. As you delve into logo development you will see that it includes many physiological techniques.
So, how much thought should you put into designing your logo?
A good place to start, is with typography. There’s no one-size-fits-all solution.
But you should be aware of typography’s power as a differentiation.
You can see many of the font variations here.
In the online world typography and marketing branding are just as important as branding is for the New York times or Ford or any other big name brand established long before the web was even born.
Constantly throughout the history of print, people have developed different text styles for different purposes.
A logo is styled on its own, a headline has different font to content, content needs to be easy to read, font size, font style and color all need to work together.
All of these are considerations when designing a font.
In the New York Times pic. below, can you notice the small calligraphy twist they have added to their logo? …..Check out the “T” in the fonts Here.
In the Online world new fonts were designed and are still being designed. It may seem silly, but the reason for it is computers have different resolutions, desktops, laptops and phones all view content differently.
When I fort started online I was advised to use a light blue 14px, Verdana font. It is part of the Sans type of fonts but it is no longer in common use, but the sans font is still the most utilized font in print and online.
Typography and Colors
The current amazon logo (below), was designed in 2000- 2001. This is the 5th logo since 1994. The first depicting a large “A” with a river running through it was not versatile enough.
At every stage of this logo’s development the concept has always been to keep it simple. The Lower case Serif font on the amazon.com has under gone 3 more changes since being introduced in 1998
Symbols are the hardest element to make relevant for logos. Using just the name “amazon“, Jeff Bezos the CEO of amazon had something versatile which could be developed as the brand evolved.
Amazon began life as a book store, before becoming the worlds largest online store. I don’t always recommend doing business there, but that is another story.
As amazon expanded it changed its logo to suggest it had everything under the sun. Still using a sans font, this was the first time two colors were utilized in the logo.
The next logo utilized two different fonts and color. Officina Sans Bold for “Amazon” and Officina Sans Book for “.com.”
These are fonts available to the public and, if not already available in your writing or designing program, can be downloaded online.
Bezos has a reputation as a micro manager ( which is his prerogative), and rather than do market research and hire consultants to design a logo, then get approvals he sat in on the meetings and helped brainstorm the concepts.
Saving money and getting the design done quickly in the process. There is some knowledge of psychology in this though, as orange is one of the feel good colors.
The current Amazon logo retains the Officina bold sans text, but they have dropped the “dot com” and the orange line is now inverted pointing from “A to Z”
So it has gone from everything under the sun to everything from “A to Z” !.
The Psychology Behind Branding.
Online business’s need branding just as much as brick and mortar business’s. The Amazon example above is one example, but there are thousands of others.
Shopify, one of the giants of E-Commerce has a largely green website. It’s logo has a symbol and three colors.
A different set of colors to Amazon. A different product also. Essentially the 6 main palettes are black, green, red, blue, yellow and white
Aliexpress, another online E-Commerce giant that uses a sans serif font utilizing two palettes (orange and red).
One business to consumer shop that has worked psychology into it’s on line design is Tiffany &Co the jewelry store.
It has a green border, most of the models shown have blue in the background. Almost every product has shade of blue.
This is found on other sales sites as well, but from what I have seen it is the bigger companies that do this.
If you are setting up a website for business or even informal use then looking into good typography and engaging color palettes all helps improve the online experience for your readers or customers.
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