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.
Roland is an electronic drum company specializing in fully electronic drum sets. Electronic drum sets differ from regular acoustic drum sets as they do not produce drum sounds by the physical vibration of wooden drums and cymbals, but rather though complex electronics that send programmed drum sounds to headphones or a speaker system. Roland are pioneers of the electronic drum set and are one of, if not the, leading brand of electronic drums.
We notice that the logo is very simple. The logo consists solely of their brand name in black letters preceded by an interesting “R” shaped design. I believe that the simplistic letters of the logo help to represent that Roland’s electronic drum sets are simple and easy to use, something that the company has perfected very well. The most interesting aspect of the logo is the “R” design at the far left of the logo. The logo is written with an almost old school futuristic font that looks like something similar to the concept of “Tron” and has a very electronic feel to it. This suits the company well as it is a company specializing in the electronic use of an instrument. By using a logo that seems technology and electronic oriented, Roland is able to communicate that the company is associated with the electronic market of drum sets.
Alesis is one of Roland’s direct competitors, specializing in electronic drums. We see that their logo is also very simple, yet also has a very “techy” feel to it. Honestly, it looks like something that a computer company would use as 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?
Roland’s target market is drummers who are in the market for an electronic drum set. Many drummers opt for an electronic set for a few reasons. More often than not, electronic drum users are simply looking for a quieter and less intrusive way to play drums. However, in some cases we see that they are chosen for their capability to play sounds that are impossible to get from an acoustic drum set. Personally, I believe that the logo could definitely use an update. When Roland first stated making electronic drums, the technology was innovative and modern. There was a strong emphasis on the fact that drummers were actually using electricity to play drums, hence the electricity inspired logo. However, in recent years, electronic drums have drastically improved and are now viewed as versatile and extremely high performance instruments. Perhaps an updated logo that speaks more to the current state of the electronic drum industry would be a smart decision.
- Does it work? Why or why not? Any general observations?
As mentioned before, I personally believe that a logo change would be beneficial toward the company. However, there is one reason in particular as to why Roland may have chosen to keep the logo. When it comes to buying the absolute best electronic drum set, Roland is practically the only chosen brand in the market, with exceptions to small specialty companies. The lack of competition and high brand reputation is perhaps cause to leave the logo as it is. Changing the logo risks losing on brand recognition, and as of right now, Roland essentially has the highest brand recognition of any electronic drum company. No need to change what is obviously working within the market.
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