Today, I went to an internship workshop at the advertising agency Periscope. It was an amazing experience. Below is my critique of their brand logo.
First of all, I love the Periscope logo. I love the colors. I love the simplicity of it. There is an obvious connection between the logo and the name “Periscope”. I also really like the 3-dimensional aspect of the logo. I think that the 3-d aspect communicates that Periscope is not traditional and that they are a multi-dimensional agency. Overall, it is a very creative logo.
Periscope’s main competitors in the Twin Cities are Martin Williams, Carmichael Lynch, and Padilla CRT. Some of the main themes between these logos are the use of very sharp text. Each logo uses very noticeable and creative text. Each of those logos also use an icon to put a further stamp on their brand. Finally, each of these logos is very creative. Rightly so because each of these agencies are competing in the creative industry.
So, how does Periscope’s logo stack up against their competitors? I think that Periscope’s logo blows their competitor’s logos out of the water actually. It’s more creative. It’s more noticeable. And it communicates more credibility, I believe. Periscope wins.
I believe that the target market for this logo is the 40-year-old urbanite executive who lives in the United States. This man is highly educated and upper class. I believe this because the Periscope logo mainly conveys credibility and creativity. If I were the target market for this logo, I would want to hire an agency that is able to help me with my marketing objectives and provide me with a ROMI. The Periscope logo appeals to their ability to do both of those things.
Does It Work?
I think that, yes, Periscope’s logo definitely works. It’s more creative and credible than their competitors and it conveys competency to their target market. All-in-all, I believe that Periscope’s logo is lightyears ahead of the other ad agencies. They must be doing something right. They’re one of the largest independent ad agencies in the world.