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Paw Patrol vs Marketplace apps: On logo designs, diversity and emotional branding


A couple of weeks ago I was watching Paw Patrol together with my 2-year old, and seeing Rocky's shield on the screen, Exalate's logo flashed in my brain for a second.


Wow! I'm sure folks at iDalko have seen this. It's a powerful signal of how deep in our subconscious the Atlassian ecosystem runs.

The day after, I started a quick exercise in compared brand design.

There are 6 main puppy characters in Paw Patrol associated to 6 shields. If one of the shields clearly resembled an app logo in the Marketplace, would it be possible to find equivalents for the other 5? And would I find any relationship between the character's attributes and the app's functionalities?

Here are my results.

For Chase, it was a poor match to be honest. There aren't many star logos in the marketplace. The app is Custom Field Pack for Jira


Marshall's my kid's favorite puppy. His shield has a striking resemblance to Botron Software's Configuration Manager for Jira.


The sea theme and the color match here at least. So Zuma's equivalent is Adaptavist's Learn for Jira.


Rubble goes into construction sites all the time. I guess you could say that Stiltsoft's Inplace Editor for Confluence transforms published pages into collaboration sites too?


Skye was hard. In the end I was able to find The Pivot Gadget, another iDalko app. There are some purple and magenta logos in the marketplace, but there is no pink. Close to 0%.




I think that means a lot in terms of the emotions and meanings that are attached to logos and need to be considered when creating a brand.

For good or for bad, pink is a tabu in IT. It is the most gendered color. Avoided equally to represent anything not feminine and something feminine.

Pink also says a lot about the gender inequality in Paw Patrol. Of the 6 stable members, only Skye is a girl dog. Her gender stereotype is reinforced with the color pink and her rank position, which you can see in the image at the top of this article. And Ryder, the leader, is 10-year-old boy.

Have you made other brand associations?

But besides the point of gender representations, I'd like to know if anybody else has made similar connections with external brands and fictional characters-- perhaps also with the Atlassian products themselves.


This is actually pretty cool, @Capi _resolution_! 🤩 

It was a lot of fun! And I think I caught your designer red-handed @Manoosh Majdzadeh 🧐

@Capi _resolution_ Haha, you so did! High paw🐾

Taranjeet Singh Community Leader Jan 29, 2021

@Capi _resolution_ This is a really thoughtful and cool article! Your comparison between logos of Paw Patrol characters and Marketplace apps is amazing!

Some Paw Patrol toy and books are now including Everest - a husky.

PAW Patrol's Everest – PAW Patrol & Friends | Official Site

This show really stands out amongst the ones my pre-schooler watches for the lack of female characters. 

@Kat Warner _TechTime_you're right, there's a number of secondary characters and Everest is a famous one. She's also a female husky!

For the sake of completion, I did the app logo match and voilà! Turns out the equivalent is Yasoon's Outlook Email for Jira. Both have a polar palette and a pyramidal structure.


Captura de pantalla 2021-02-01 095306.png

Mary Ramirez Community Leader Feb 02, 2021

@Capi _resolution_ I'm speechless! Now I can't unsee it, thank you for sharing! This is great!

Like Capi _resolution_ likes this

Thanks, @Mary Ramirez !! Glad you found it interesting. And no, unseeing should not be an option :)


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