Doug Bowman, Twitter’s Creative Director wrote a passionate declaration about the company’s new logo and the bright future that lay before it. His Twitter handle is @stop (I don’t get it either) and if his tweets are half as heartfelt as the blog post, I am sure he would be quite entertaining. Here is a excerpt of his thoughts on the logo change as well as a small video showcasing the logo itself.
Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles — similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.
What stands out is this: TWITTER.COM/#NASCAR. While hashtags are far from new on the platform, this is the first ever hashtag equipped with a personalized and branded URL. The hope is to allow for a more direct and focused place for NASCAR followers to find and share information. One would also have to assume that this is a marketing move to help showcase to other brands the potential benefits of having a dedicated page. One of the many complaints about Twitter’s ad program was that brands found it difficult to stand of from the within massive crowd of endless tweets. Promoted tweets provide some lift, but they can still be ignored or overlooked. With a dedicated brand page that culls related tweets from brand ambassadors, fans, and reporters, potential followers would be far more reachable in terms of advertising.
Only a few days ago CEO Dick Costolo stated that Twitter had generated more advertising revenue from its mobile platform than from its website on many days in the last quarter. With over 140 million users the company knows that the key to a profitable future is its mobile platform, which is already leaps and bounds more revenue friendly than Facebook’s mobile platform. With the launch of branded pages, the company is looking to pounce on that notion. By making potential sponsors more visible and potential fans and followers easier to attract, it looks like Twitter’s new logo is getting it right. From here, there is only up.
You can see all of the other NASCAR spots here.