Michael Jordan has created one of the greatest marketing designs known: himself. Jordan has created a multi million dollar symbol that is a representation of himself flying through the air for one of the most memorable jams in NBA history. No other player in other sport has sold more sneakers or collectors items, (not including sports wear: hats, shirts, sweats etc.), than this man . I wonder how he came up with his marketing idea, but then I understood how he did it, he had to have taken my MEDIA DESIGN CLASS. No maybe Michael already knew what he was doing when he marketed himself. The image above shows you what Mike wants you too see. He is centered, arms and feet are angled in a certain way so that if you had a pencil you could actual make a perfect circle around the image. The proximity used makes us focus simply on the representation itself and whatever other events we want to attach to the representation. Now look at the difference:
Here proximity is used but in a more powerful and creative way. The word JORDAN is now taking up the spaces that were blank before. The font is a ridged edge and is incorporated in the whole frame, leaving very little blank spaces. The next word that catches my eye is the word: A I R .
This is written in a much more delicate font but is still just as effective as the enlarged "Jordan" behind it. The reason is that the spacing between letters gives the viewer "room to breathe in AIR" so to speak. These words are sharpened by the white color use and the black background. Also, I noticed that the use of the color red makes the symbol strong in the center, almost like the heart of the image. As the heart of the image, the letter "i" sits dead center which is supposed to be representing us: the fans, and Michael Jordan: the icon. Its pretty evident to see that proximity, or spacing, along with fonts add on greatly to the intention of the marketing tool. Colors are just as important just ask Coke and McDonald's who both rely heavily on the "red effect" to take hold on people's eyes daily. Michael did play for the Chicago Bulls but still not a bad time to go with red and black.
Jordan is forever apart of our culture, even if you never heard of basketball, you have heard of Michael Jordan, at least that's what I think. I do believe that the minds behind the marketing designs, promotions, and commercials there was intent to attract and control consumers to believe they could actually "fly" But the only thing that was flying was money out of people's pockets and not a cent added for the manufacturers and underpaid labor workers in Indonesia.
They give us fashion.
M.J. Please Help
