Razer, might end up cutting you
I am not referring to a blade or a shaver but to a company called Razer. They specialize in producing high end gaming laptops and equipment.
They are more known in the gaming community for their signature logo icon that you can see below. The first time I saw this logo it gave me the feel of danger and caution. One snake is bad enough, but this company thinks 4 is too much.
The logo definitely gives off the feel of bad-assery. I came across Razer a while back when they first only produced mice for computers.
But recently I had decided I was in the market for a new laptop as the one I had, an Apple Macbook Pro from 2009, broke down. I wanted to see what was on the high end of the market for a laptop. After some googling, I found that Razer has come a long way from producing mice to creating laptops that push the limit of portable gaming hardware. Actually, there are a lot of other laptops out there but the reason Razer stands out so much to me is how bold their logo stands out.
Their brand personality definitely can be seen across their products and their website. On their site they use a strong black, or single color background with vivid, sharp, high quality imagery and lighting to highlight the things they want to sell. Below are some examples:
From what I can point out. Razer uses three main things:
- A bold black background
- Bright highlights on edges to highlight textures
- Vivid bright colors with very large images
Razer is in your face. I think this idea of the snake, along with its dangerous animal characteristics, definitely translate onto the site. You cant help but feel like maybe you are not in the right place. This definitely might be a good marketing filter tool as not everyone is willing to drop a lot of money on a gaming laptop.
What Razer has to sell isn’t for everybody.
Razer has a good understanding of who their market is and who they want to sell to. I think this is why we see this well translated into their website through their brand personality.
It is because of their brand personality that we can easily distinguish whether or not this website is for anyone. Am I willing to take the risk of purchasing this powerful device from a reputable company? The payoff, I can imagine would be great for a gamer, but an average user might not see the whole picture.
