LA- Understanding positioning (part2)

Look at the logo on the Apple iPhone and, by doing your own research, investigate the history of the product and the company that manufactures it. Give an outline, in your own words, of what you consider the following to be:


Describe its brand identity – exactly as you see it:

Iphone is the high-end smartphone in the market. If you compare it to any other smartphones, it has the most logic navigation system, programs that works, it’s best looking and nice to hold in your hand. It doesn’t have the top best quality camera that can be found from the market of smartphones but it’s good enough for the use of daily life. Apple has a inclusive App store where you can find all the applications. Nowadays almost all the programs has a version for Apple’s devices and all the applications can be used in any of the Apple’s products. The company has been thinking about the hole user experience while creating their products and with their own software it’s safer to use as well – better firewall against viruses and hacking. The company logo represents these values in their every product – as in Iphone too.

What do you think its positioning is currently:

I think Apple has the best functioning concept and design in the market of smartphones. It positions itself to the high-end of the smartphones even with its high price. It’s the leading brand in some areas of the world but for example in Asia there is other strong brands like Samsung, Huawei, Oppo and young company Xiaomi which is getting more popular by the day. I was just giving my user experience comparing Samsung S7, Huawei P9, LeEco and Iphone 6 Smartphones. Apple Iphone 6 is ahead of the design (how it fits to the hand and how it’s finished) and how logic it’s to use – even a child can use it.

What do you think the strategy for this specific product was?

I think first the strategy was to create a cellphone with a portable information access with a synchronizing software. Secondly the strategy was to create a smartphone that is easy and reliable to use and beautifully designed. Apple keeps improving their products all the time and releasing new versions, designs and products. All the devices can be synchronized together. Apple Store offers all the applications you need and with their own software it’s reliable to use. Apple’s Itunes offers music to the Iphone.

What research do you think was done on this by the company who made it?

Steve Jobs, the founder of Apple Inc, has said that they don’t do any research, they just look competitors products and do it better. Although they put huge amounts to their R&D yearly. I think they follow the user experience, get the feedback and constantly try to improve their product. They also follow the other areas of business, thinking of what they could adapt to their products. 


Now take the same product as in question 2 and explain, in your own words, how the visual element (in this case, the logo) fits in with the brand identity:

The logo Apple (symbol) is simple and elegant. It’s classy and timeless. The apple logo represents well the company name, so it’s easy to remember. The color or colors make it live but not too saucy. It can been seen in their every product and usually it’s not hidden, it’s can be visually well seen. The logo is used also different ways – for example light is coming through it.   


Logo Design Workbook: A Hands-On Guide to Creating Logos, Adams, S; Morioka, N; Stone, T.




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