Visual Identity

Brands that Masterfully Embrace Colour

By
The Desiree Team
July 11, 2023
IMAGE CREDIT - TIFFANY&CO
Colour plays a crucial role in brand recognition and establishing a unique identity. When utilized strategically, colors can evoke emotions, captivate attention, and create lasting associations in consumers' minds. In this article, we will delve into several brands that have masterfully harnessed the power of colour, forging standout associations within their respective niches.

In this article


Colour plays a crucial role in brand recognition and establishing a unique identity. When used strategically, colours can evoke emotions, captivate attention, and create lasting associations in consumers' minds. In this article, we will delve into several brands that have masterfully harnessed the power of colour, forging standout associations within their respective niches.


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Coca-Cola - Red

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Coca-Cola, the renowned soft drink brand, has achieved an exceptional association with the colour red. The vibrant, bold red hue used in their logo and packaging exudes energy, excitement, and joy. This strategic utilisation of red triggers immediate thoughts of Coca-Cola, effectively cementing the brand's refreshing and exhilarating experience in consumers' minds.

Tiffany & Co. - Tiffany Blue

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Tiffany & Co., the luxury jewellery brand, has elevated a specific colour, known as "Tiffany Blue," to embody its identity. This distinct shade of turquoise has become an iconic symbol of elegance, sophistication, and unparalleled craftsmanship. The brand's clever use of Tiffany Blue, notably through their famous Tiffany Blue Box, evokes anticipation and promises extraordinary experiences. This mastery of the hue has solidified an emotional connection between Tiffany & Co. and its target audience.

McDonald's - Golden Arches

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The iconic golden arches of McDonald's have become synonymous with fast food. The vibrant yellow used by the brand creates a cheerful and inviting atmosphere, aligning perfectly with McDonald's core values of happiness, warmth, and accessibility. Whether displayed on signage, packaging, or advertisements, the golden arches instantly evoke thoughts of the fast-food giant, establishing McDonald's as an instantly recognisable presence.

UPS - Brown

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United Parcel Service (UPS), the global package delivery and supply chain management company, has successfully associated its brand with the colour brown. Referred to as "UPS Brown," this hue embodies reliability, dependability, and trustworthiness – qualities closely aligned with UPS's commitment to secure and efficient package delivery. Through consistent application in uniforms, vehicles, and packaging, UPS has built a distinctive brand presence that stands out amidst its competitors.

Facebook - Blue

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Facebook, the social media giant, has linked its brand identity with the colour blue. The selection of blue stems from Mark Zuckerberg's personal preference, as he is red-green colourblind and perceives blue most vividly. Facebook's use of blue evokes feelings of trust, stability, and reliability. This colour scheme has played a significant role in establishing a recognisable and trustworthy image, positioning Facebook as a dominant force in the realm of social media.

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The adept application of colour has the power to transform a brand's identity and leave an indelible impact on consumers. Brands such as Coca-Cola, Tiffany & Co., McDonald's, UPS, and Facebook have successfully harnessed the power of colour, forging standout associations within their respective niches. These associations enhance brand recognition, foster emotional connections, and facilitate instant brand identification. By skilfully harnessing the potential of colour, these brands have solidified their positions as leaders in their industries.

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