Lesson Task – Understanding Positioning

1. Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).

Picture retrieved from learning platform. No source given.


The assumed target group are adolescents and adults ranging from somewhere between 20 and 35, both men and women based on the neutral shape and color usage in the Logo. I think that this usage of the polaroid camera symbol gives the impression that the application or website is for sharing pictures quickly and easily.


Gives the feeling of sophistication and power due to the thin lines, the silver color and the shading. I would argue that their target group would be men and career women. I think their brand promises quality and prestige, combined with innovative solutions.


Due to the simple shapes the Logo is quite recognizeable, and i would think that Mastercard wants to be seen as simple, convenient and efficient, and that this is why they go for this brand identity. I’m guessing that their target group are adults ranging from 20 to 60.

2. Let’s work backwards! 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:


Picture retrieved from the learning platform. No source given.
  • Brand identity/Design:

Product design: Sleek, simple yet stylish. Thin and easy to handle. These are my initial thoughts about the shape, color and size.

As for the Logo, it is very simple and consequently extremely recognizeable: the apple that someone has taken a bite of. I associate this with the Adam and Eve and the tree of knowledge from which Eve is tempted to eat an apple. The apple is in the logo is white, however, which might bring up connotations such as purity or light/illumination.

  • What do you think its positioning is currently?

Based on the design, specifically the logo, I would say that the positioning is to provide the user with a very useful tool (much like the fruit of knowledge granted Adam and Eve knowledge about good and evil). I would guess that they promise innovation, new thinking, and simplicity for the user. But, I think the main promise to the customers are exclusivity, the phones are very recognizeable due to the simple symbol logo and the sleek design.

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

I think they wanted to create a product that gives the air of exclusivity as mentioned, in order to make customers feel like they are part of an «elite» if you will. Then to deliver on this promise the design and functions have to be always evolving and provide the users with this said «identity».

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

I’m guessing they first asked themselves:

  1. Why should people, especially teenagers, young adults and adults in perhaps 30s and late 30s, buy our product as opposed to a Samsung phone.
  2. What can is our strongest attribute.
  3. How can we express this.

How would one go about researching this? Well perhaps one should look at what aspects and functions that a phone has that is most valued. Is it buttery functionality? Design/shape? Price? Exclusivity? Better camera or newer functions? Based on this I do believe that exclusivity combined with a sleek design and a rather high price is what they landed on in terms of what to sell.


Aslaug Birkeland

Publisert av Alice Birkeland

Hi! I'm a Graphic Design student at Noroff, in addition to studying Japanese language and culture at UiO. Don't hesitate to contact me if you have any questions about my projects or if you share some of these fields of interest ~

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