Think Red and Coca-Cola’s bright colours may come to mind. In fact, it is suggested that Coca-Cola has even influenced the colours of Christmas!
What about the colour Brown? You’d have noticed that it is often used by coffee and chocolate brands, of course. But there’s another unusual contender for “owning” the colour Brown – UPS, one of the major logistics companies in USA.
UPS started using the colour Brown as early as 1916. At that time, it was considered that the colour represented luxury and class. All through its long history, UPS has consistently used Brown in all forms of branding, right from marketing communication to the colour of their delivery trucks. So much so, that it is sometimes referred to as the Big Brown! UPS’ ownership of the colour Brown is not incidental, but a deliberate strategy. In the early 2000s, the company launched a massive campaign where it aggressively promoted it’s tagline “What can Brown do for you?”, and indirectly claimed “ownership” for the colour Brown.
In summary, House Colours are a fantastic way to increase
brand recognition, but it cannot be incidental to the main strategy. House
Colours must be thought through, used consistently and be integrated in the
central branding strategy.
Konversations Pro Team
Our in- house team of experts, spanning diverse fields.
November 06, 2017
November 06, 2017
November 06, 2017
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