Am a recent Kindler. Downloaded the app on my PC a few days ago, read one of the two books (of friends/ex-colleagues) I downloaded, so decided to go the next step, and bought a Kindle. (The most basic one, of course, to start with.) Learnt the nuts and bolts, but will take some time actually reading on it (as I have a couple of old-fashioned paper books to finish reading before that). Until then, here’s something on that other great love of mine – branding.
Let me go straight up and say it: I love the Kindle logo. Not just the font, for its flaming (a kindling fire) colours and lower case (most brands that want to warm up to users and appear less intimidating opt for the lower case), but also the pic. Love the image of this young boy sitting under a tree (the tree of learning; peepal in India), all absorbed.
The image says Kindle, Kindle, Kindle all through: The boy is young – kindles the reading habit (and the mind) young; he is all absorbed – that’s how much Kindle imbues the reading habit; and his mind will grow as strong and supporting as the tree.
But also, a few downers. Well, just two. One, it’s twilight. Is it possible to read in such bad light? (Does Kindle encourage kids to read in such light, no matter how absorbing the book is? Are parents getting worried already – apart from all the other devices they’re already asking kids to use less of?) Well, maybe with a Kindle Paperwhite. (Aha, subliminal branding.) Two, it would have been so cool to have a girl instead of a guy in the pic. (Girls are known to read more.) Or maybe that’s why: to kindle the love of reading in guys too? Clever. Anyway, to not have been slanted toward one gender, they could have made the image gender-neutral; it’s a silhouette, after all. Or maybe included a girl too on the other side of the tree. But that could have killed it. For we do say, “Hey, want to watch a movie together?” But never, “Hey, want to read a book together?”
Kindle doesn’t just kindle its branding, it fires it up.