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Essay Brand Builder Fairphone
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Fairphone is a phone brand that is concerned about nature. The brand wants to make theelectronic industry more sustainable. Therefore, the brand also sells separate telephone
parts in addition to normal telephones. Besides, Fairphone wants good working conditions
for their employees. In addition, Fairphone has his own target audience. Fairphone’s target
audience are people between the ages of 25 and 35. These are people who are done with
college and most of them are starting their first real job. This group of people thinks
sustainability is very important and this generation also finds it important to do something
about our climate. Also, they like that people tell them the truth. Thus, this group is
enterprising and, just like Fairphone, finds taking good care of our nature important. In the
following paragraphs there is more information about the logo, the use of colours and the
typography and why Fairphone has made certain choices in this regard.
Firstly, the logo is a simple logo. It is just the name of the brand. This is good, because then
the logo is easy to recognize and remember. The logo is also timeless, because in twenty
years it will still be a good logo. Fairphone has chosen to make the logo blue. They did this to
show trust, which is often associated with the colour blue. They made this choice, because
the target audience thinks trust is important. Fairphone is therefore a simple, but good logo.
Secondly, it is also important to look at the use of colours. Colours can convey a message
without people knowing. Fairphone mainly uses the following colours on their website and
on their social media: blue, orange, brown and green. As mentioned before, blue stands for
trust. Orange is associated with happiness and success. Brown is associated with stability
and the earth. Finally, green is associated with growth and hope. These colours also appear
in our nature. All these associations are important to the target audience of Fairphone, so
that is why these colours were chosen by Fairphone.
Lastly, it is also important to look at the typography. Fairphone uses a bold or thin font. The
bold font is mainly used to make their message clear. Fairphone does this, because if a
message is written in bold, it is seen as something important for the target audience. The
typography fits the theme, because together with the rest it conveys a message to the target
group. Usually, the text is in white or black. The tracking is set to 0, so there is a normal
space between the letters. So Fairphone actually uses a pretty simple typography, but just
like with the logo and the use of colours, this has been well thought out.
In conclusion, Fairphone is a brand that is committed to sustainability. This is also important
to the target audience of Fairphone. The logo is a simple logo and is therefore easy to
recognize. Fairphone uses good colours that suit the target audience. The typography is
quite simple, but influences the target audience. In the end, Fairphone fits well with their
target audience.
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