“Within their competitor set, Capgemini had a level of ownership over blue,” says Brandpie creative director Scott Snashfold. When global brand consultancy Brandpie rebranded Capgemini, they stayed with its original blue. Similarly, neobank Jupiter uses coral, which distinguishes it from other fintech apps.”Ĭolour equity - where a brand is associated with a certain colour - has a role to play. The mint green of Dunzo really makes it stand out. “Some brands do break through the clutter. It’s easier to pick a colour associated with their industry,” says Ray. “Newer brands don’t want to rock the boat. Red indicates passion, energy and is often seen in the food space ( Zomato, KFC, McDonalds) black is linked to fashion. For example, blue indicates trust, gravitas and is usually associated with tech and finance companies. Part of the problem here is a tendency to fall back on what Ray calls ‘colour category codes’. Calvin Klein, Berluti, Balmain and Burberry also unveiled stripped-down, black logos. Just take the rise of fashion’s ‘little black dress’ logos, kicked off by Yves Saint Laurent in 2012. “To keep readability intact on devices, brands will either take out an emblem/symbol that used to be there or change the logotype to sans serif, so logos end up looking very similar across brands,” says Mira Malhotra, founder of boutique design firm Studio Kohl. But this quest to make the logo simpler has led to a different challenge, that of déjà vu.
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