The Power of Color in Branding

February 9, 2009 | Branding and Rebranding, Design Trends

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Most companies have a “corporate color” or color palette. This is generally the color or colors used in the logo. The designer usually picks a Pantone (PMS) color, and also selects CMYK and RGB equivalents.

But why stop with just a splash of color on your logo? Consider using more color to create an impact beyond the logo.

A classic example: Tiffany & Co Blue Box

Tiffany & Co Blue Box
Tiffany & Co Blue Box

Tiffany & Co introduced their signature blue box in 1837, the year they opened. While their logotype is elegant and well-design, it is their blue color that is far more memorable and eye-catching. Looking at the photo here, most Americans would know it’s a box from Tiffany’s even without seeing the name.

What makes it effective? Consistency, first of all. They’ve been using the same branding scheme for over 170 years. Distinctiveness is second. It’s a very unique color of blue. Not your basic royal or sky blue, but a robin’s egg, sort of turquoise greenish blue.

A modern example: Netflix

Netflix Envelopes
Netflix Envelopes

Again, it is their color, rather than their logo which has so much impact. When you see just the corner of that red envelope in the mailbox you know it’s Netflix.

This is an approach many more businesses could be using. Figure out what your point of contact is with your customers and pour color into it. A few ideas: your business card, your invoice, your takeout menu, your web site! Rather than using color in a minimal, decorative way, change your thinking to using color as the dominant element in your brand.

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