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  • Ally Goins

Setting the Internet Ablaze

If you spend as much time on Twitter as I do then you have probably seen a post or two from Elon Musk.

In case you don’t keep up with nerd news like I do, Elon Musk is a millionaire entrepreneur, who is most noted as the CEO of Space-X and Tesla. Other than popularizing self-driving cars, creating a reusable rocket and being the real-life Tony Stark Musk is also the founder of The Boring Company.

It might not sound interesting but there is nothing boring about it. The Boring Company’s main goal is to create a system of tunnels under California to relive the state’s traffic congestion issues. So they are literally… boring into the earth. The punny name isn’t where the witty branding ends. Their logo is also hilariously impressive in its simplicity.

It is easy to recognize, eye-catching and memorable – everything a logo should be. The letter O is filled in to symbolize a tunnel, and the flush alignment of “the” and “company” make the text workable as a logo.

This brilliant design is part of the reason why The Boring Company was able to sell 20,000 flamethrowers in less than a week. Musk tweeted about the release of the flamethrowers and shared a couple of torch-filled Instagram videos on Jan. 27 and on Jan. 31 he announced that the flamethrowers were sold out.

Each flamethrower sold for $500 dollars, while the only things separating them from $200 roofing tourches are Elon Musk’s tweets and The Boring Company logo. The power of good branding and viral marketing can turn a spark into a flame[thrower].

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