MARKETING
BRANDTASTIC A.K.A. THE ART OF A GREAT LOGO
Doug Doppler with Derek Esteveld
Derek Esteveld is the VP of Sales and Marketing Fender and Gibson. So, let’s dissect a little bit
for Revv Amps, and engineered a brand about their logos. Coke’s logo is just red and
takeover at the 2020 Winter NAMM show of white with some script font. Fenders is just that
truly epic proportions. For the past decade, script font that’s lasted since the 50’s, and the
Orange and Marshall have gotten great mileage same with Gibson, so to me those are the best
out of the branded totes they give to attendees examples I can think of.
for schlepping the mountains of free magazines [WM] Logos play a giant role in brand identity,
and catalogs available at the show. No one, which can be a double-edged sword. Can you
including the British amp icons who arrived share the following interview with ‘captain explain why you moved to the boxed Revv logo
at the show with thousands of bags in tow, brandtastic’ himself, Derek Esteveld… and how it impacted your sales?
[WM] Derek, many thanks for joining us! [Derek] So originally, we started out with what
expected a relatively small amp company from
Canada, to steal the show.
we called our ‘oval’ logo, or now we refer to it
Revv gave away over a thousand t-shirts at the [Derek Esteveld] Thanks for having me as our ‘modern’ logo, and then about two and
show, and in so doing engineered the single today. a half years ago we decided to design a new
biggest brand takeover I’ve ever seen at NAMM
logo and move to something that was a little
in twenty-plus years of attendance. The Revv [WM] In your opinion, what makes a logo bit more traditional looking. And that’s when
brand could not be denied or ignored. So, what great? we came up with the rectangular badge that
does this have to do with you and your church,
the answer is everything!
we use on all of our stuff. So, the problem with
[Derek] Simplicity is the biggest thing that I the oval logo, at least from my perspective, was
find makes a logo great. Anything that is really that it incorporates two fonts in the Revv text,
Ready or not, we’ve all gone digital and your legible and incorporates good use of font, and the first ‘v’ in that comes down to a really
church logo is in social feeds right alongside normally only one font, and not a lot of colors sharp point. Revv is already really well known
every major brand in the market place. While in it. in the metal community, and that’s our primary
this might not be glaringly obvious to you, it is
customer base. And we had a lot of people
to the rest of the world. Long before we start [WM] What are some examples of these best who were refusing to try our product from the
doing the socially distanced church, people practices? blues and worship market based off of the
were already church shopping – virtually! And
fact that when they saw the logo they instantly
what exactly do people usually see first when [Derek] Let’s think about the companies that thought that the product was a metal product
they visit your web site, wait for it, your logo. have a logo that we find to be really iconic and even before they heard it, and part of that in my
that we really identify with… companies like opinion was that pointed ‘v’.
With that out of the way, it is my pleasure to
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Coke, FedEx, in the music industry we’ve got
May 2020
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