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.
Although a very simplistic logo, it is known worldwide. Sharpie selected the brand elements in regards to the simple black and cursive writing to showcase exactly what their product does. Sharpie combined their brand name along with an advertisement for their company into one logo. Their name has become so well-known that any black marker, people will automatically associate with their brand.
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
Seeing as a simple black market is targeted towards no one group of people or age group, Sharpie had to find a way to brand their product in a more specific way. They recently have begun to release many different aspects to their product with a wide range of colors, types and sizes. Their target market has now become more those of a Gen Z to Millennial generation, appealing to students, artists and people who enjoy organization. I do believe that the company made good decisions to reach the target market because they have done a good job advertising and appealing to this age group through their logo and marketing campaigns.
Does it work? Why or why not? Any general observations?
I do believe that it does work because of how well known their brand name is. Across schools and offices all over the world, Sharpie is the top brand for all aspects of school and office supplies. The sharpie name is well known and well trusted. People know what they are getting and enjoy the simpleness of the brand they know but also that the brand is expanding and there is other trusteed products they can purchase.
Alex Friesen 