15 March 2017

Changing the way we look at colour

Gone are the days where branding simply meant logo design. Today, branding requires a corporate identity, a full-on strategy that digs into the why, how, who and what. A branding agency will look to an array of elements that merge to form a brand.

One element that has shifted over the past couple of years is colour. Colour has always been intuitive among brands. It used to be easy to depict whether a brand was corporate (reds and blues), food-related (green or yellow), or creative/tech-based (blue/purple/multi-coloured).

The digital wave has enforced a new way of thinking. To stand out from other brands in this realm, being different and owning a unique brand personality might be your ticket to becoming recognisable.

How to do it using colour:

  1. Build your character

Following the masses isn’t always a good idea. Apple could easily have followed the lead of  big tech companies like HP and IBM, but the company took a different approach to branding. Apple’s simplistic approach allowed it to be different and flexible, dipping into trends without losing its core brand identity.

  1. It’s more than just a logo

There is a very big difference between logo colour and brand colour. Look at Tiffany’s for instance. Their turquoise identity is extremely recognisable, but their logo remains an elegant, black serif font. Your logo does not need to utilise your brand’s colour.

  1. Remove yourself

It’s difficult to remove yourself from your brand. Especially if you’ve put your blood, sweat and tears into it. Look to your customer’s needs and what would be appealing to them.

  1. The surprising element

People are creatures of habit. Say the word Fanta and they see orange. It’s similar with Coca-Cola. Red. Switching it up a bit and taking your customers by surprise is a great way to remain relevant.

  1. Stay true to the traditional, but be innovative

For a longstanding brand, innovation and renovation can be difficult. Refreshing or branding out can easily be done remaining within colour guidelines. This is a good opportunity to be inventive and create a trendy new sub brand.

  1. Swim upstream

Just because red signifies danger and to stop, red is also a dynamic colour, symbolizing energy and happiness. Don’t let common stereotypes keep you from designing your dream brand.

  1. Puzzle pieces

Branding has loads of little elements that need to come together in order to form a cohesive brand. Supporting colour might be logo shape, fonts, size of elements, etc. All elements together with colour need to make a lasting impact.

  1. Knowing the difference.

Choose a colour that will work for the digital world, as well as the real world. Colour does not always translate well onto digital platforms, therefore, it might be a good thing to consider.

  1. Stand out

Going for pink in a sea of red and blue might just attract a younger generation; one of the biggest demographics.

  1. Think minimal

White space is something as important as the actual brand icon. It helps you navigate your way to call-to-actions and important buttons.

In short, think carefully about the colour of your brand. Explore all options, research and make an informed choice.

Captivated: The Shimansky Publication