(Est. 2018) “Ownable makes buying what you see in a magazine quick, slick and simple. So easy in fact, it’s almost as fast as flicking to the next page. Whenever inspiration strikes, and whatever you discover, the Ownable app takes you directly from page to checkout. With just a few taps in our brand new app, you can buy what you see on the page - when you see it. Ownable is the checkout service for magazines.” Ownable is a partnership with TI Media, a consumer magazine and digital publisher in the United Kingdom, with a large portfolio selling over 350 million copies each year. It launched with the October 2018 issue of Livingetc. It will be available with the November issues of Ideal Home, Style at Home, Homes & Gardens, and Country Homes & Interiors.
The Clearing (London, UK)
The name Ownable in particular sums up the proposition perfectly: if you can see it in a magazine, you can own it. The name provided the key to unlocking a visual identity that joins both the digital and physical worlds: a thumbprint. The final result is a visual and verbal identity that makes a new idea not only easy to understand, but quick, slick and simple to use for yourself.
Images (opinion after)
Thumbprints are not easy to pull off graphically as they tend to require a lot of detail to be easily recognizable and I think the icon in this logo does a great job in using the least amount of lines to convincingly create the effect while at the same time acting as an “O” monogram. The wordmark is about what you would expect but it does have a nice quirky detail in the “o” that is angled the same way as the thumbprint — it’s a very subtle detail but a good detail nonetheless. The red-pink color is bold and vibrant and stands out nicely in application on the magazine as a little bug meant to trigger the use of the app. I do wonder if it might be too invasive when placed all throughout the magazine or come to the point where the reader might shut it out and ignore it. Overall, an interesting experiment in commerce and very well deployed from the start.