Marketing
The name Amiga was chosen by the developers from the Spanish word for a female friend, and because they knew Spanish, and because it occurred before Apple and Atari alphabetically. It also conveyed the message that the Amiga computer line was 'user friendly' as a pun or play on words.
The first official Amiga logo was a rainbow-colored double checkmark. In later marketing material Commodore largely dropped the checkmark and used logos styled with various typefaces. Though it was never adopted as a trademark by Commodore, the 'Boing Ball' has been synonymous with Amiga since its launch. It became an unofficial and enduring theme after a visually impressive animated demonstration at the 1984 Winter Consumer Electronics Show in January 1984 showing a checkered ball bouncing and rotating. Following Escom's purchase of Commodore in 1996, the Boing Ball theme was incorporated into a new logo.
Early Commodore advertisements attempted to cast the computer as an all-purpose business machine, though the Amiga was most commercially successful as a home computer. Throughout the 1980s and early 1990s Commodore primarily placed advertising in computer magazines and occasionally in national newspapers and on television.
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