Uber is a car service that has revolutionized urban transportation. Instead of the annoyance of hailing a taxi, Uber users can request a taxi, SUV, black car, luxury car, or a discount car to pick them up at a selected location via their mobile app. Uber does not spam their customers by any means. I only receive about 2 a month. I am the first to admit that I almost never open emails from brands, even when I’ve opted in. However, Uber emails are actually fun to read. Even though I can’t use their service in Ithaca, I’m still interested in what they’re doing. My favorite email I’ve received from Uber was for a Valentine’s Day promotion. For one day only, Uber offered a skywriting service in a partnership with MasterCard. Obviously, I’m not interested in ordering skywriting in Manhattan, but the email is written so playfully that I want to read about it. Uber uses implied permission. Users sign up with their email address, so assume that Uber will use it to contact them.
For a more comfortable night-out alternative to a skirt, look for high-waisted shorts in different fabrics like leather and lace. A light fabric like chiffon softens the look of the leather. Pair with bright pumps for a fun night out or combat boots for a more relaxed look.Pink Sleeveless Blouse | Truth NYC, TJMaxx, Similar Leather Shorts | Sparkle & Fade, Urban Outfitters, Similar Blue Suede Shoes | Trafaluc, Zara Bracelet | Unknown, Similar Earrings | Unknown, Similar
If you’re not wearing everything Everlane by now, you’re missing out. Founded three years ago with a mission to build a brand and change the retail industry, Everlane sells men and women’s high-end basics without the high-end mark-ups. Don’t be fooled though, Everlane is not about clothes. It’s a lifestyle. By operating exclusively online and avoiding traditional advertising, the company reduces operating costs and charges $15 for a t-shirt that other major brands would charge $50 for.
Everlane operates under the mantra: “Radical transparency. Know your factories. Know your costs. Always ask why.” So social media is a natural fit for the company. Through its use of Twitter, Facebook, Instagram, Tumblr, Pinterest, and YouTube (so basically every social platform), Everlane connects with consumers on a personal level. Currently managed by just one employee, it is a perfect example of social done right. In the past three years, Everlane has used social to spread awareness and grow their brand from the ground up.
Twitter – 13,500 followers
Everlane’s Twitter is used primarily for responding to comments from customers or prospects. They do a fantastic job of responding quickly and often. On Twitter, they respond to everything from delivery problems, to care instructions, to product release dates. Though they don’t use Twitter for straightforward branding or advertising initiatives, they do use it to build strong customer relationships
Facebook – 54,156 likes
Everlane uses its Facebook primarily to share content from its Instagram and Tumblr, in particular photos. It also announces dates of new product releases. With 54,156 likes, it does not have nearly the reach of major competitors, but that’s to be expected from a company that’s only 3 years old. Like its Twitter account, Everlane also uses Facebook to respond to posts from customers and prospects.
Instagram – 53,439 followers
In my opinion, Everlane’s Instagram is their strongest social platform. They post often and always share beautiful photos. Though product shots are peppered in throughout, the majority of the content has little to do with the products and more the experiences one has with its products. They also share inside looks at the Everlane office, making followers feel closer to the company and its culture. In the past year, Everlane has carried out several initiatives on Instagram. One of the most notable is the #whereitravel series. They asked followers to use the hashtag #whereitravel on their Instagrams and each week choose a handful to share on the Everlane account. I even tagged one! (It has yet to be shared on the Everlane account).
Everlane’s Tumblr has much of the same content as its Instagram. Where it shines is in its categorization of all of its posts, so users can easily look back. It is also used the share job postings. Every time Everlane releases a new product, they post an infographic on the Tumblr detailing its production costs and competitors’ prices, going along with its philosophy of “radical transparency.”
Pinterest – 41,321 Followers
Everlane uses Pinterest dually to show products and images that capture the Everlane lifestyle. They do not post exceptionally often and have many many boards, some with very few pins. That being said, everything they do post is absolutely beautiful and shareable.
YouTube is one medium that Everlane uses that could be used much more. Right now, they primarily post short videos about new products and their factories. Everlane could use YouTube much more for branding initiatives and to tell the brand story.
Evan’s Model of the Social Feedback Cycle
Wear your summer jeans a little early by pairing them with a darker top and close-toed shoes. Playful patterns like animal prints and chevron pair well with the light color. White leather oxfords with brown accents move easily from season to season. Add sparkle with different size and texture bracelets layered on top of your favorite watch.Mint Jeans | Mossimo, Target, Similar Leopard Shirt | Cotton Express, TJMaxx, Similar Oxfords | BDG, Urban Outfitters, Similar Watch | Michael Kors Bracelets | Forever 21
Sunglasses | Ray-Ban
Upon its launch in 2011, The Logo Garden’s press release announced that it was “poised to disrupt the online logo design and biz card space.” Perhaps that was true for those who fancy themselves “designers” but posses neither the skills nor the programs to do so, but for professional graphic designers, it presented a major threat to new business and old copyrights. The Logo Garden is an online platform that allows “designers” to build their own logos from various pre-made images the website provides. Users can then change colors and add text pay a small one-time fee ($79 to be exact) and voila! you’re own custom logo! (That in no way could look like anyone else’s, right?) Plus, now no one has to pay those pesky graphic designers!
In 2011, shortly after the site launched, graphic designers quickly found issue with the images it was touting. Surprise, graphic designers of the world! Your designs are being sold! Isn’t that swell? Oh, you didn’t know…or get paid? I see… It didn’t take long for folks to find some all-too-familiar options. In fact, on the day the site launched, blogger Steve Douglas conveniently purchased the WWF logo for only $69! (The Perils of Do-It-Yourself Logo Makers)
Quickly, small design firms and freelancers reached out to Logo Garden, asking that their work be taken down immediately due to copyright infringement. One firm, Prejean Creative, received this response:
First, I appreciate you bringing this to my attention. To build our vast symbol library, LogoGarden.com contracts with designers nationwide and from around the world. Many of the symbols in question came from a small number of these designers. If any of these symbols do indeed violate copyright laws, our policy is to extract them from our online symbol library immediately and to terminate contracts with the designers who submitted them. As a business practice, all the designers we contracted with signed a “work for hire” contract that guaranteed their work would be original.
Given the library’s size, although we do our best to ensure originality of our artwork, we can’t catch everything. And while sometimes a design conflict may be obvious, other times it’s a judgment call. We do our best.
We ourselves have issues with our logo symbols being copied, so we appreciate your concern and vigilance. In the future, if you find any symbols that you feel violate artwork you’ve designed and copyrighted personally, let us know.
Thanks for your understanding,
Several designers received identical emails coupled with little action. Prejean, in fact, found 28 of their own marks.
Even after several emails with service department of the Logo Garden, Prejean was still finding their work on the site. AIGA, the American Institute of Graphic Art, even issued a warning to designers to look for their stolen work on the site, offering steps to have it taken down.
In 2011, the site’s legal read:
(2) Trademarks and Copyrights. User acknowledges that no trademark, copyright or service marks are being conveyed under this Agreement. User acknowledges that LogoGarden has no obligation or duty to perform copyright, trademark or service mark searches to validate the symbol database is not infringing on any trademark, copyright or service marks. Accordingly, LogoGarden encourages Users to perform their own independent searches. User acknowledges that LogoGarden shall have no responsibility to assist User in seeking state or federal intellectual property protection (i.e., trademark registration). LogoGarden shall not be responsible to assist User to perfect the Users rights.
(3) Third Party Rights. If Users believe any content appearing on the Web Site infringes another party’s rights, please to notify us of this infringement.
Because Logo Garden claimed to address copyright claims “immediately,” had “no obligation….to perform copyright, trademark or service mark searches,” and slightly modified many logos,
the site covered its ass against lawsuits there was little legitimate ground for designers to file lawsuits. Though there are hundreds, if not thousands of cases of copyright infringement, I have yet to find a single instance of litigation. In December 2011, The Logo Garden received $2 million in funding from a venture capital firm, so I guess stealing from hard working people didn’t hurt them too much. The website does seem to look quite different than it did back in 2011. Notably, you have to search Google to find any of its legal information (there are no links on the logo-building interface). Still sketchy, if you ask me.
Logo Garden isn’t the only site of its kind, though perhaps among the most egregious examples of copyright infringement. Beyond stealing work, do-it-yourself logo makers present a major threat to graphic designers. It is all to common for people with a limited knowledge of design to not understand the need to pay a pesky professional to design their logos or other materials. Websites like Logo Garden make it all to easy to eliminate designers and put terrible design out into the world (two things we never want).
In recent years, websites like The Noun Project have made it easier than ever to share designs using Creative Commons and proper attribution. They don’t tout “easy logos” or “hassle free design,” but they do provide designers and everyone else with beautiful, usable graphics. Legally!
The moral of the story: don’t steal designers’ work; pay a designer to create something; if you’re lazy, pay for designs and use them legally. The end.
Sources Used (because I don’t steal):