The GoPro logo uses four boxes with different shades to represent different uses for the product. Alternate versions of the logo feature images within these boxes to be more direct with such messages (BI-1). The first (leftmost box) represents motocross, downhill biking, and cross-country biking. This is given through the sky blue color, symbolic of the color of the sky while riding dirt tracks or through wooded areas. The next box, (second from left) represents surf. The darkest blue (second from right) represents the underwater activities and ability for the camera to withstand the elements. The final, white box, represents snow sports. The logo is meaningful and memorable to the affiliated target because of the specific color of the box that is associated with personal realms of thrill. The logo is transferable across geographies but must be adapted to cross categories. This is possible through sub-brands (i.e.: GoTravel, the four boxes have colors specific to areas of the world).
GoPro uses five primary brand elements to build their brand around extreme sport athletics and extreme sport culture: name, logo, and slogan, and less conventional elements: point-of-view videography and audio. This section of the document discusses how current brand elements can be used, and manipulated, to penetrate new consumer market segments for potential growth of the brand. It is important to maintain that a strong brand element must be meaningful, transferable, likeable, memorable, adaptable, and protectable.
GoPro stock symbol traded as NASDAQ: GPRO. Founded 2002.