The American based company, which has interests all over the world, markets a wide range of space products, which include:
In addition to their aeronautics, defense and space products, Lockheed Martin also offers various space services. They enjoy strong partnerships with the leading space brands including NASA, Boeing, United Alliance lunch, Kruchinev – a Russian space agency, and many others..
With capitalized italic bold lettering Lockheed Martin’s (usually blue) logo means business. The brand name is always accompanied by a stylised star graphic that is either placed above or to the side of the firm’s name, depending on the space available. Focusing on the space element of the business is a wise branding policy, likely due to lots of business coming from weapon sales. But wait.. is it a star? 2 satellites beaming data back to Earth or the tracks of projectiles? Ok, its probably just a star.
The company’s website uses the same corporate blue that features in the logo and interestingly the first navigation menu relates to business goals rather than their products and missions. The designers of the site have done well to provide comprehensive navigation to the large number of different sections in the site and the space section is easy to find. The site enjoys high-resolution graphics, for example, the spacey background, and videos are well placed to highlight the professional nature of the brand.
As well as a surprisingly large number of missing images visitors and search engines experience when visiting the site, the 2 homepages (www and non-www versions) shed ranking power by redirecting to the 2 us.html page (or other country based versions of the same pages). Furthermore a great many /.html urls, that waste Google’s crawl budget, are being generated and result in server errors that don’t redirect to a 404 not-found page, seen here, here, and here, for example.
As expected this business is well aware of its goals. The first navigation menu visitors come across links to pages about investment, media resources (for journalists), information for suppliers and for recruiting staff. Sure the site footer contains links to the contact page and social media links, but Lockheed Martin are very aware how to use a website to achieve their business goals before anything else.
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You wouldn’t rely on a logo designer to engineer your space-faring hardware, right? However when space organizations grow, essential marketing tasks are often dropped on the wrong person’s desk. Hundreds of man-hours of work and great achievements often result in somebody posting a single press release and just a couple of tweets – then hoping for the best…