The excitement of a new logo
Have you ever been super excited about something you created – so stoked that you couldn’t wait to tell everyone you knew about it? But when you showed them they just laughed at you? And made fun of you for it for the rest of your life? Poor Airbnb. Or genius Airbnb, some say.
It is hard to believe the company could have anticipated the apparently spontaneous ridicule and satirical re-design of their new logo that spread quickly on social media (like this Tumblr page which is not safe for work). Actually, further bewildering people, they say their new symbol is not a logo, but instead is a belo. Belo is supposed to stand for how the symbol is designed to make people feel a sense of ‘belo’nging. Kind of like how the Coca-Cola logo makes you feel cola-y and the Bic pen logo makes you feel bic-y?
It seems that the company did foresee some confusion caused by the logo because they went to the length of creating a video to describe how the logo – beyond making one feel a sense of belonging – is also supposed to represent love, people, places, and the letter “A.” If you have to go to such effort to explain your logo, is it doing its job Airbnb is actually explaining what many seem to take as a joke.
Now, I am not a logo design expert. I study how companies can plan for problems, avoid them, and diminish the ones that pop up. Part of the process of anticipating/avoiding problems is to imagine others’ reaction to things your company plans to do.
An early logo for a current political candidate in Texas, for instance, had a design that appeared to depict a boat sinking. Once that meme spread about the logo, it was hard to look at the image without seeing a sinking ship and seemed hard to understand how the designers could have missed it. Likewise with the new Airbnb logo – generally a symbol placed upside down indicates a lack of the thing that symbol represents or distress.
Could Airbnb not have anticipated some of the juvenile musings that would be generated? Not to mention that, as others have brought up, the logo is almost identical to other companies’ logos.
So what should Airbnb do now?
With the expense of the design and the claimed principles that were developed behind it, the company really cannot likely afford to scrap this design and start all over. And while they probably wish so many people were not making fun of the logo and comparing it to various body parts, the logo likely will not truly hurt the company.
Their communication should essentially be to sheepishly shrug and say, “Ha, yeah, we can see how some people see funny things in the logo, but over time, we’re confident it will come to stand for these principles which are the foundation of our company.”
Plus, after so much news about it, the logo will instantly be recognized as representing the company by a much larger number of people than had the logo been spread by normal marketing efforts.
If you are considering a large rebranding or marketing effort, to avoid distracting difficulties, simply check with a few outside, unassociated sources to get a fresh look at the identity you are trying to create for yourself. It could save you a lot of belo-ache.
Cooler temps mean restaurants have to get creative to survive
(MARKETING) With winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.
Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.
Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.
The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.
The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.
San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.
Canva is catching on to content trends, launches in-app video editor
(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos
Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.
The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.
The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.
What else does the video software offer and what can you do with it? Well, let me tell you:
Collaborate in real-time
Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.
Video timeline editing and in-app recording
Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.
Library of assets
The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.
Animate with ease
Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.
Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.
“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.
Amazon attracts advertisers from Facebook after Apple privacy alterations
(MARKETING) After Apple’s privacy features unveil, Amazon adapts by taking a unique approach to targeting, disrupting revenue for the ad giant Facebook.
As a de facto search engine of its own persuasion, Amazon has been poaching ad revenue from Google for some time. However, disrupting the revenue stream from their most recent victim – Facebook – is going to turn some heads.
According to Bloomberg, Apple’s recent privacy additions to products such as iPhones are largely responsible for the shift in ad spending. While platforms like Facebook and Instagram were originally goldmines for advertisers, these privacy features prevent tracking for targeting – a crucial aspect in any marketing campaign.
Internet privacy has been featured heavily in tech conversations for the last several years, and with Chrome phasing out third-party cookies, along with Safari and Firefox introducing roughly analogous policies, social media advertising is bound to become less useful as tracking strategies struggle to keep up with the aforementioned changes.
However, Amazon’s wide user base and separate categorization from social media companies makes it a clear alternative to the Facebook family, which is perhaps why Facebook advertisers are starting to jump ship in an effort to preserve their profits.
This is the premise behind the decision to reduce the Facebook ad spending of Vanity Planet by 22%, a home spa vendor, while facilitating a transition to Amazon. “We have inventory…and the biggest place we are growing is Amazon,” says Alex Dastmalchi, the entrepreneur who runs Vanity Planet.
That gap will only widen with Apple’s new privacy features. Bloomberg reports that when asked in June if they would consent to having their internet activity tracked, only one in four iPhone users did so; this makes it substantially harder for the ad campaigns unique to Facebook to target prospective buyers.
It also means that Amazon, having demonstrated a profound effectiveness in targeting individuals both pre- and post-purchase, stands to gain more than its fair share of sellers flocking to promote their products.
Jens Nicolaysen, co-founder of Shinesty (an eccentric underwear company), affirms the value that Amazon holds for sellers while acknowledging that it isn’t a perfect substitute for social media. While Nicolaysen laments the loss of the somewhat random introduction charm inherent on Instagram, he also believes in the power of brand loyalty, especially on a platform as high-profile as Amazon. “The bigger you are, the more you lose by not having any presence on Amazon,” he explains.
As privacy restrictions continue to ramp up in the coming months, it will be interesting to see how social media advertising evolves to keep up with this trend; it seems naive to assume that Amazon will replace Facebook’s ads entirely, tracking or no tracking.
Business News2 weeks ago
Everyone should have an interview escape plan
Opinion Editorials7 days ago
The actual reasons people choose to work at startups
Opinion Editorials6 days ago
10 tips for anyone looking to up their professional work game
Opinion Editorials2 weeks ago
7 ways to carve out me time while working from home
Opinion Editorials1 week ago
4 simple tips to ease friction with your boss while working from home
Business Marketing16 hours ago
Cooler temps mean restaurants have to get creative to survive
Business Entrepreneur1 week ago
4 easy ways to keep track of inventory this holiday season
Business Entrepreneur16 hours ago
Choose your startup business partner wisely