E-Commerce
Lazada Ganti Logo. Apa Maknanya?
Lazada mulai mengampanyekan logo barunya sejak 20 Juni—dan disiapkan untuk melayani 300 juta pelanggan pada 2030.
Singapura, TechnoBusiness ● Jika jeli melihat iklan televisi (TV commercial) Lazada akhir-akhir ini, Anda pasti tahu bahwa e-commerce milik Alibaba Group Holding Limited (NYSE: BABA) yang beroperasi di Asia Tenggara tersebut menampilkan logo yang tak biasa.
Rupanya, Lazada memang sudah mengganti logonya dari semula berjenis Word Mark Logo, yaitu logo yang berbentuk huruf sesuai nama perusahaan; menjadi Abstract Mark Logo, logo yang menggunakan simbol-simbol abstrak.
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Simbol abstrak yang tertera dalam logo baru itu berbentuk hati. Dalam pengenalannya, logo tersebut dikampanyekan dengan tema “Go Where Your Heart Beats”.
Logo Lama Lazada
Menurut Mary Zhou, Chief Marketing Officer Lazada Group, penggantian logo itu merupakan yang pertama bagi Lazada setelah lima tahun menggunakan slogan “Effortless Shopping” sejak 2014.
Logo baru Lazada dirancang oleh Superunion, Singapura. Logo itu berbentuk jatung yang memanifestasikan huruf “L”, mewakili Lazada. Jantung itu dikonfigurasi sebagai kotak tiga dimensi.
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Warna-warna yang terkandung antara lain merah, kuning, dan ungu mengartikan sikap keramahan, awet mudah, dan semangat berbelanja. Jika lebih jeli lagi, logo baru tersebut sudah diperkenalkan secara diam-diam pada kampanye promo Lazada 11.11 dan 12.12 tahun lalu.
Lazada, seperti diungkapkan oleh Marketing-Interactive.com, kampanye 360, menggunakan berbagai saluran promosi, telah dimulai sejak 20 Juni lalu. “Pertama kali kami memperkenalkan Lazada di Asia Tenggara sebagai tempat belanja online yang mudah,” kata CEO Lazada Group Pierre Poignant.
Tujuh tahun kemudian, masih seperti yang ditulis Marketing-Interactive.com, “Kami adalah pemimpin e-commerce yang bertujuan untuk melayani 300 juta pelanggan pada 2030.”●
—Michael A. Kheilton, TechnoBusiness ● Foto: Lazada
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