Brand Audit
Wade Johnson | 2018
Name background
“Cadavers”
Bezos originally intended to name the company Cadabara Inc, but while
on the phone with his attorney discussing the steps for incorporating,
the mistook the name for “Cadavers” While brain storming for
alternative names, he came across the term Amazon in the dictionary.
He thought the name sounded exotic and evoked ideas of abundance
and vast amounts selections.
Wade Johnson | 2018
2
Brandstory
“When Amazon.com launched in 1995, it was with the mission
‘to be Earth’s most customer-centric company, where customers
can find and discover anything they might want to buy online, and
endeavors to offer its customers the lowest possible prices.’ This
goal continues today, but Amazon’s customers are worldwide now,
and have grown to include millions of Consumers, Sellers, Content
Creators, and Developers & Enterprises. Each of these groups
has different needs, and we always work to meet those needs,
innovating new solutions to make things easier, faster, better, and
more cost-effective.”
Source: Amazon.com, https://www.amazon.jobs/working/working-amazon
Wade Johnson | 2018
3
Core concept
Plurality
Consumer Friendly
Core message
Earth’s Most
Customer- centric
Company
“There are many ways to center a business.
You can be competitor focused, you can be
product focused, you can be technology
focused, you can be business model
focused, and there are more. But in my view,
obsessive customer focus is by far the most
protective of Day 1 vitality.”
Jeff Bezos
Source: http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual
Wade Johnson | 2018
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Amazon Logo Usage Guidelines
Amazon Logo Usage Guidelines
Brandguidelines
All use of the Amazon logo must be approved. Please send requests for approval along with examples of usage to
internal-brand@amazon.com.
Size
Clear Space
All use of the Amazon logo must be approved. Please send requests
for approval along with examples
of usage to
The logo must be no smaller than 3/4" wide for print or 54 pixels
Clear space is based upon the bold letter ‘o’ in the logo. Horizontal
on screen.
space required is the full width of the ‘o’ on either side. Vertical
internal-brand@amazon.com.
space required is half the height of the ‘o’ above and below.
3/4" or 72 pixels
Size
Clear Space
The logo must be no smaller than 3/4" wide for print or 54 pixels
Clear
Color
space is based upon the bold letter ‘o’ in the logo. Horizontal
The Amazon corporate colors are Black and Amazon Orange (see
on screen.
space required is the full width of the ‘o’ on either side. Vertical
colors below). No screens of either color are allowed. If the logo
moves to one-color, the smile will be black or white—never gray.
space required is half the height of the ‘o’ above and below.
3/4" or 72 pixels
The logo must appear in one of the following color combinations.
Unacceptable Applications
Do not alter the logo artwork in proportion or color. Below are some
examples of unacceptable logo presentation.
Preferred two-color
Preferred one-color
Color
Do not use
unapproved colors.
Do not outline
the logo.
The Amazon corporate colors are Black and Amazon Orange (see
colors below). No screens of either color are allowed. If the logo
moves to one-color, the smile will be black or white—never gray.
The logo must appear in one of the following color combinations.
Reversed two-color
HEX
Reversed one-color
HEX
#FF9900
we...
#000000
CMYK 0 / 0 / 0 / 100
CMYK 0 / 45 / 95 / 0
At
0/0/0
RGB
255 / 153 / 0
RGB
Unacceptable
Applications
SPOT Pantone
SPOT Process Black
Do not modify or recreate
the provided artwork.
Do not use the logo
as part of a sentence.
Uncoated 137 U
C logo artwork in proportion or color. Below are some
Do not Coated
alter1375
the
examples of unacceptable logo presentation.
If background colors other than black or white are used, the
background must provide adequate contrast for the logo.
Preferred two-color
Preferred one-color
Do not use the smile
by itself except on boxes.
Do not use the logo
without the smile.
Here at Amazon ...
On dark background
On light background
Do not use
unapproved colors.
Do not layer other
Do
not outline
content on top or below.
the logo.
Do not place the logo
on a patterned background.
Legal copy
Include the Amazon.com trademark legal:
Reversed two-color
HEX
#FF9900
Reversed one-color
HEX
#000000
Amazon, Amazon.com and the Amazon.com logo are registered
trademarks of Amazon.com, Inc. or its affiliates.
At
we...
Wade Johnson | 2018
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Color
The Amazon corporate colors are Black and Amazon Orange (see
colors below). No screens of either color are allowed. If the logo
Brandguidelines
moves to one-color, the smile will be black or white—never gray.
The logo must appear in one of the following color combinations.
Unacceptable Applications
Do not alter the logo artwork in proportion or color. Below are some
examples of unacceptable logo presentation.
Preferred two-color
Preferred one-color
Do not use
unapproved colors.
Reversed two-color
HEX
#FF9900
Reversed one-color
HEX
Do not outline
the logo.
At
we...
#000000
CMYK 0 / 45 / 95 / 0
CMYK 0 / 0 / 0 / 100
RGB
255 / 153 / 0
RGB
0/0/0
SPOT
Pantone
Uncoated 137 U
Coated 1375 C
SPOT
Process Black
Do not modify or recreate
the provided artwork.
Do not use the logo
as part of a sentence.
Do not use the smile
by itself except on boxes.
Do not use the logo
without the smile.
If background colors other than black or white are used, the
background must provide adequate contrast for the logo.
Here at Amazon ...
On dark background
On light background
Do not layer other
content on top or below.
Do not place the logo
on a patterned background.
Legal copy
Include the Amazon.com trademark legal:
Amazon, Amazon.com and the Amazon.com logo are registered
Source: Amazon brand usage guidelines,https://advertising.amazon.com/ad-specs/en/policy/brand-usage
trademarks of Amazon.com, Inc. or its affiliates.
Wade Johnson | 2018
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Logo history
1995-1997
Early 1998
Logo’s provided by: http://blog.logomyway.com/history-amazon-logo-design/
1998
1998-2000
2000-present
Wade Johnson | 2018
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Target Audience
Everyone
*
*With an internet connection
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Competitive analysis
Competitors increase as
services are diversified.
Consumer
electroincs,
video games
apparel
Grocery
Streaming
DVDs & Music
Books
Logo’s provided by: www.brandsoftheworld.com, not for commerical use, all rights reserved to the respetive entities.
Wade Johnson | 2018
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Positioning differentiation
“Jeff Bezos’s strategy has been to forgo profits and endure
slim margins while prioritizing expansion and customer
experience. Amazon ruthlessly snuffs out competition
with low prices and takes a hard line in negotiations with
companies that want to be partners. This has led to Amazon
taking vastly more ecommerce sales than anyone else — an
expected $91 billion in sales this year, more than the next
dozen largest e-tailers combined.”
Jillian D’Onfro Amazon Is Under Attack Like Never Before Sep , Business Insider, http://www.businessinsider.com/amazons-new-competiton-2014-9 8, 2014, Photo: amazon.com https://www.amazon.com/Amazon-Prime-Air/b?node=8037720011
Wade Johnson | 2018
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Brand architecture
Products/
Services
Amazon Fresh
Amazon Prime
Amazon Locker
Amazon Echo
Amazon WebServices
Amazon Drive
Amazon Studio
Amazon Wireless
Alexa
Appstore
P O W E R E D b y S E R V I C E™
Subsidiaries
A9
Abebooks.com
Amazon China
Amazon Lab126
Amazon Publishing
Amazon Robotics
Alexa Internet
Audible
AWS Elemental
Logo’s provided by: www.brandsoftheworld.com, not for commerical use, all rights reserved to the respetive entities.
Blink Home
Body Labs
Book depository
Brilliance Audio
ComiXology
CreateSpace
Curse
Daipers.com
Double Helix
Games
DP Review
EVI Technologies
Fabric.com
Goodreads
IMDb
Junglee
Mobipocket
Shelfari
Souq.com
TenMarks
Education
Twitch
Whole Foods
Market
Woot!
Zappos
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Applied branding
Photo: amazon.com
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Photo: Chicago Tribune, http://www.chicagotribune.com/bluesky/technology/ct-amazon-go-grocery-store-ap-bsi-20161205-story.html
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Photos: Amazon India, https://www.amazon.in/b?ie=UTF8&node=9840007031
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Photos: LEFT (top): Turner Duckworth, http://www.turnerduckworth.com/work/amazon/. (bottom): www.amazon.com. RIGHT: http://appshopper.com/shopping/amazon-mobile
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Advertising campaigns
Photos: Amazon, www.amazon.com
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https://www.youtube.com/watch?v=Q54OfxdU8YE
Photos: Amazon, www.amazon.com
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Photos provided by http://www.dailybillboardblog.com/2016/06/amazon-2016-emmy-consideration-tv.html. Not for commercial use. All rights reserved to appropariate parties.
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Wade Johnson | 2018