If it’s a brand logo (design):
- Describe in detail the image, 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.
Martin & Co. is a high quality guitar brand that is most know for beautiful and great sounding acoustic guitars. The logo, as shown above, has a few characteristics that I believe help to cater to their target audience. For starters, The font is very elegant and classic. Elegant and classic are two words that go hand in hand with Martin guitars and this is no doubt a coincidence. The company is trying to convey what kind of guitar company they are based solely on the logo. Something else interesting to note is that the logo is sure to include the year in which the company was established. In this particular case Martin & Co. was established in 1833. This shows that the company has been making guitar for nearly 200 years. This information conveys to customers that the company is extremely experienced and this often times means that the products are very well made. This is very true in the case of Martin guitars.
Interestingly enough, Martin & Co.’s logo is the only one within its main competitors to include the date in which it was established. A quick Google search revealed that Martin is in fact the oldest guitar company when compared to its to main competitors (Fender, Gibson, Taylor etc.). This is, in a sense, a completive edge that Martin has over their competition. By adding their established date in their logo, they are sure to market this fact as best as they can.
As shown below, Martin is the only company compared to its main competitors to include the established date within their logo.
- 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?
The target market of Martin & Co. is guitar players who have a high budget to spend on guitars of exceptional quality. It is evident that this is their target market based on the fact that the majority of their guitars cost upward of $1000. Their logo emanates quality and luxury based on the font and included established date. I believe this was a great decision in order to best reach their target audience, specifically the fact that the logo includes the established date, which implies that the company has been around for a long time and has strong experience in making quality guitars.
- Does it work? Why or why not? Any general observations?
My personal observations are that this logo does in fact work to convey the brand’s identity to its customers. The logo gives off a feeling of heritage and experience, something that Martin guitars are well known for. Although I do not own a Martin guitar, I know that if given the ability they would be among the very top of my choices for a quality acoustic guitar.
Drew Stamp's Blog 