Color as Logo - Reposted from Logolounge.com

// GUEST EDITORIAL

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// COLOR AS LOGO

by Peter Windett

Orange, the mobile telephone company, was indeed not the first entity to use color as a logo. In fact, color as symbol began with medieval knights and the samurai, before fighters wore uniforms as we know them today.

When going into battle, it was essential to be identifiable by friends and foe alike. Flags, standards and other heraldry were boldly displayed, covered with basic geometric design and strong color. In quantity, such mass use of color and symbol was meant to intimidate the enemy. But, more importantly, it provided a rallying point for allies to group or regroup.

Today, instead of flags, we walk around with shopping bags that indicate our tribal inclinations. Not much has changed.

Battles still rage, however. Orange-the company-is enmeshed in a battle to defend its signature hue against the EASY Group, whose identity color is also orange. EASY is entering the mobile phone market, and it uses orange on its planes, cafes, exhibitions, and cruise ships. The people at Orange are seeing red.

Where this ends up is a matter of conjecture and will certainly involve legal minds. The question is: Can a color be owned by a brand to exclusion of all others? Is this a genuine commercial clash?

Verve Clicquot champagne is a brand that has also made significant brand awareness through the use of the color orange, probably through having the most recognized label in the market (although one questions how many consumers actually know the brand name as opposed to knowing it as "the orange champagne". Such is the strength of simplicity).
But what if Orange or EASY wishes to enter the champagne market?

What would happen if a new jewelry company decided to adopt a certain pale green/blue as its identifier? Tiffany jewelry wearers would be absolutely outraged. How dare someone else dally with the company's color?

The Financial Times created the concept of pink paper for financial information. Now, other publishers/media use pink paper to signify financial sections within a newspaper or journal. Here we have an example of where color has taken on such significant recognition in the consumer's mind that to print financial pages on any other color but pink would not have the same credibility. Pink gives the authority to the subject.

Hertz owns black and yellow. Chanel claims black and/or white, and Hermes is burnt orange. Yellow cabs are what they are. But the London red bus loses iconic symbolism as it becomes multi colored, as does the London Taxi.

It's hard to fight history and the tide at the same time.

The lesson to consider from Orange, Tiffany and others is that the consistent and extensive use of a unique color or color combination may be more powerful to the consumer in brand recognition than any brand mark comprised of words, images or a mix of both.

Of course, the color must fit the brand proposition. Would Orange be as powerfully recognized-in such a short period of time, anyway-if it were a more passive color, such as duck egg blue? Obviously, no. Color is a vital part of a carefully managed and creative marketing concept

For brands seeking to simplify their mark, or mark their identity in the global market, the color statement is a strong tool. Where underlying trends are to pare down, where creating new marks that can be protected becomes harder, where brands have to have meaning and recognition in diverse markets, color is a powerful tool.

And unlike words, color needs no translation. However, we all respond to color differently, we even see color differently, so above all else the color must rally us to the brand proposition.

Peter Windett has just formed a new company, LRW Design, London, with long-time friends, Ian Logan and Julian Roberts. The design partners are focused on branding food, fragrances and drinks. You may view their work at www.lrwdesign.com.

Magic of Colors

(A repost)

Discover Your Power Color

By Pamela Harding

Are you feeling blue? Seeing red? Looking green around the gills? Try a healthy dose of color therapy. It might be just the prescription you need!

Our ancestors believed that color held magical properties. It could be used to ward off evil spirits, attract good ones, and even heal the sick. While in this age of hard science and cool technology we may view such beliefs with skepticism, our fascination with color has taken on new forms. Biochemists, environmental and industrial psychologists, make-up experts, wardrobe consultants, and, of course, advertising pros have studied color and found how it affects mood, health, image, perception, even heart rate. Certain colors can prompt you to eat faster, perceive objects differently, and even make you spend more money.

Although babies are drawn most strongly to bright colors, and children often prefer solid, vibrant hues, adults tend to choose more subdued tints and shades of color: pink and rose or maroon instead of fire-engine red, for instance, or peach, melon or rust instead of bright orange. To surround yourself with what you feel comfortable is most important. Certain colors can ramp up your mood, but only if they appeal to you. If they don't, they can do the opposite.

Red

Blood pressure, respiration, and muscle tension all increase on initial exposure to red. But, this jazzy hue also boosts spirits and stimulates creativity, conversation, and theappetite (which is why it is used in many restaurants). Red is also a popular color in casinos—people are more likely to gamble in a red environment than in, say, a blue one. Rooms with a lot of red feel warmer, heavier, and time seems to pass more slowly in them. Red may increase passion, but also aggression, anger, and restlessness—it's probably not the best choice of color for a bedroom. In clothingred conveys energy, power, and leadership, but can also signal romance and sensuality, depending on the garment.

An interesting note: when you have two objects of identical shape and weight, one red and one blue, most people will think the red one is heavier. (Might be one reason to rethink that red wardrobe! On the other hand, red accents could perk up your image.)

Orange

Like the edible fruit, orange is associated with health and well-being. Eye-catching, stimulating, exciting, and mood elevating, the color decreases irritability. Like red, it boosts appetite, but it will stimulate people to eat and run—hence the popular orange in many fast-food restaurants. Generally, orange conveys a sense of youth, quickness of mind and body, and is perceived as a warm and friendly color. An orange accent on a plate makes food look more appealing and lighter tints on walls or clothing flatter the complexion. Peach and melon are good colors for living rooms and dining areas. People who wear orange are seen as cheerful, emotional, communicative, enthusiastic, and fun.

Yellow

Vibrant yellow, bright and easily visible, is a great color to wear on dull, dark, or rainy days to add a little sunshine to your life. (It's also a good color to wear after dark if you're walking along busy streets.) The color projects love, light, warmth, and wealth, enhances communication, learning, mood, and energy level.

Generally, yellow combats gloom and fatigue. It opens up or brightens rooms, and pale tones are good choices for classrooms; warm tones good for play areas and living rooms. It's the most visible choice of background color for signs (with black lettering). People who wear yellow are perceived as sunny, intelligent, warm, and compatible. So wear gold (also in jewelry) or yellow when you're asking for a raise.

Green

The color of money, but also balance, harmony, and control, green exudes prosperity and well-being. It increases the ability to concentrate, while reducing muscular tension and stress.Refreshing and restorative, green is an ideal room color for sedentary or monotonous tasks—a good color for learning and doing. Rooms feel cooler and fresher. Turquoise and light green are good choices for kitchens, since they make room temperatures feel cooler and time and tasks seem to pass more quickly. Wear green to give the impression that you feel in control. It's a good color to wear if you're trying to keep the peace, mediate, or generate team spirit.

Blue

Blue hues lower blood pressure, respiration, and pulse and convey a sense of peace, serenity, and tranquility. Blue objects tend to feel lighter than they are. A pale blue bedroom creates a light, airy atmosphere and is likely to create a peaceful, restful environment that helps lull you to sleep. Rooms feel cooler, and time passes more quickly. Blue is also a good formal color for living rooms. However, choose the hue wisely, because it can also be depressing in bathrooms or dining areas, making people's complexions look gray. In clothing, “true” blue is an American favorite. Wear blue to inspire trust and loyalty, encourage communication, and convey a sense that you belong.

Violet

Violet hues suggest something unusual and superior. Associated with high spirituality, violet can also convey somberness or solemnity, and may be interpreted as either uplifting or depressing. Good forprayer and meditation, the color has an otherworldly character. It's not generally a good color choice for walls, since large expanses disturb the eyes' ability to focus. Wear violet and you'll project unconventionality, nonconformity, and creativity. The color stands out in a crowd and may be associated with acute perception and deep insight.