What Color is Your Brand? - Issue: 2002 Qtr 1
Think pink, and what brand comes to mind? The Owens Corning Pink Panther and its pink insulation.
Think gold, and the ubiquitous Kodak film box comes to mind. Or, if you're hungry, perhaps it's the golden arches of McDonald's.
Think "IBM" and it's hard to NOT think about Big Blue and its logo.
The "United Colors of Benetton" the Italian clothing retailer, embraces all colors.
Color is an important component of a brand strategy. And when we talk about color as it relates to the brand, we're not necessarily referring to the color of the logo. Owens Corning's logo is red. So is Kodak's. We're talking about building an identity around a specific color that identifies and helps one brand stand out from the crowd.
If your brand strategy includes building a strong connection to a color, it may be wise to pay extra attention to the reproduction of that color across all the various materials and ways it will be reproduced.
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How the color looks….
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…and all of the other ways that it will be used is an important consideration. Setting specific, formal color standards at the beginning is the best way to manage the quality and consistency of the color in the future. |