Trade Me has unveiled its new logo since its last update 16 years ago to ‘better reflect the contemporary Trade Me and where it’s headed next’.
Despite an at times mixed relationship with some dealers, the site remains the biggest advertising medium for the automotive trade.
“A lot can happen in 16 years and a lot can change – for example we didn’t do motor listings, property or jobs back then. In 2000, Trade Me was a one-year-old start up, working out its place in the Kiwi e-commerce world,” says a Trade Me spokesperson.
“Our brand has really grown in a pretty organic way since Sam Morgan founded the company in 1999, and we’ve recently done a bunch of work to better understand how we’re perceived. We wanted to develop our brand, make it more consistent, and make sure we’re protecting and nurturing it as best we can.
“This wasn’t something done on a whim either.”
According to the spokesperson, Trade Me consulted its members, customers and staff to better understand its brand and the perception thereof.
To put its findings into action, Trade Me reconsidered how its logo represents the company.
“As you can see, the new edition keeps Kevin the blue kiwi at centre stage,” says the spokesperson. “We love Ke;, he’s an important part of our history and our future.”
The spokesperson elaborates that Kevin emerged from the pen of Trade Me staffer Nigel Stanford all those years ago, and was named by another staffer, Rowan Simpson. Trade Me members noticed the file name for the logo was “kevin.gif” and Kevin was born.
“Using a kiwi to represent us as a business was a natural fit,” concludes the spokesperson. “They’re curious and constantly searching creatures who are enthusiastic, genuine and inventive. Characteristics that we aspire to every day.
“Like us, Kev has grown up over the last 16 years.”
