Task 1 Brief:
Look at the following logos and explain in your own words what you consider their identity to be (do this for each one).
I started researching these companies, learning more of the founders, their work process, the brand’s journey, and so forth, but realized the task was asking what I myself considered, not what their position is/was. so I try to look at each with new eyes and talk about what my thoughts are and what I think, based on those thoughts, their identity is.
Instagram.
This logo is very familiar to me, as it has been on my phone since it launched. It has bright colors that I believe have been chosen to represent joy and taking colorful pictures in this case. The form is made as a polaroid camera, much like we see on the back of our smartphones. I think their identity is just what the logo shows: an app to take colorful photographs with on your cellular device.
Mercedes Benz.
A circle with a 3 pointed star inside. Looking with fresh eyes, I would think it was a car or tire company, as it resembles a steering wheel or rim. Add the chrome color and it’s now expensive and has high quality. Their Identity shows a serious car company that you can trust. From research, I know that the three points represent land-sea-air.
Mastercard.
A red and a yellow circle overlapping with the word Mastercard written beneath. Had I not known what it is and the word was not there, I would not know what this could be. I know this was created because of commerce between international powers, and that they represent the east and the west. The colors were chosen to be friendly and dynamic. I believe their identity is a merge with customers. Bank-customer coming together, and where they meet in the middle they are equal. People should trust in them and that they will be treated fair.
Task 2 Brief:
Let’s work backwards! Look at Louis Vuitton bags, in particular the Speedy 30 Monogram. By doing your own research, investigate the history of the product. Give an outline, in your own words, of what you consider the following to be:
- Describe the Louis Vuitton brand identity – exactly as you see it.
- What do you think the brand position is currently?
- What do you think the strategy for the Speedy 30 Monogram bag was?
- What research do you think the company did before they created this bag?
1 – My description of the Brand Identity:
At first glance, it is evident that they offer luxurious products and that they hold high quality. In the picture above, you can see that they can successfully design the purse using their own logo repeatedly. This is proof of a solid and trusted logo and brand.
They are not an everyday store with products you can buy off the shelf, but a company whose name is synonymous with high quality and status.
They have a consistency about their products that makes them instantly recognizable as Louis Vuitton and often hold to the same shapes and colors.
The logo itself has the “L” and the “V” characters interlocked and is a lettermark logo.. The choice of using a light brown, almost Gold color for the logo is no coincidence. It tells of sophistication and wealth. Otherwise, they use a monochrome version that is versatile and fits on any surface/background. They also have a wordmark logo, but it is rarely used, as their LV logo is so established, it has no need for the whole letterhead. They also have symbols used in their brand, shaped as stylized flowers. two different versions as shown above.
2 – Their current brand position:
Louis Vuitton regularly raises prices of their products so they will keep- or boost their positioning with the customers, thus staying on top of the food chain in the luxury market. They create new campaigns that reassure consumers of the good quality and value-for-money as promised by the advertising and promotions.
In 1914, LV opened The Fondation Louis Vuitton in Paris. This is an art and culture museum and has been a focus for the brand positioning of Louis Vuitton for some time. It was recently said that “Lous Vuitton is not a fashion company. It’s a culturally creative company that reaches out to a very important customer base, the most important Gen Z through to a more mature customer base,” by LVMH`s CEO, Bernhard Arnault. It was the only brand within its 75 Maisons that he christened with that title.
This tells me that they want their audience to see them as more than “just” a fashion brand, but a part of society and one that plans to stay around.
3 – Strategy for Speedy 30 monogram:
Audrey Hepburn requested a bag much like the Keepall, but for everyday use. They created the first Speedy in 1930, and have developed different variants since. In 2015, the Monogram was redesigned to keep up to modern use.
Their website says: Made from iconic Monogram canvas, the Speedy 30 is an elegant, compact handbag, a stylish companion for city life. Launched in 1930 as the “Express” and inspired by that era’s rapid transit, today’s updated Speedy remains a timeless House icon, with its unmistakable silhouette, rolled leather handles, and engraved, signature padlock.
The strategy is to keep up with the times, and demands of young women.
They also have it in short supply, creating a market that wants and needs the bag, making it more desirable. It is considered staus to own one of these. They also re-sell used ones, as the quality is still impeccable.
Part 2- Research for the Speedy
I believe they already had a good deal of input from their consumers, as the iconic Audrey Hepburn herself requested this item. They have then built on this over the years, growing with and for the consumers and learning the needs the bag would need to fill.
Looking at what the competitors brought to their target base, and match-, and over-do them.
With the success and resources Louis Vuitton has at hand, they could easily do better than most of the luxury competitors.
Sources:
https://neuroflash.com/blog/louis-vuitton-brand-marketing-strategy/
https://designbro.com/blog/brand-logos/classic-louis-vuitton-logo/
https://uk.louisvuitton.com/eng-gb/products/speedy-30-monogram-008784