When it comes to branding, colours are essential.
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Can You Identify These British Brands Only By Looking At Their Trademark Colours?
Colours are essential when it comes to branding.
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A study on the impact of colour in marketing from the University of Winnipeg, Canada, found out that up to 90% of snap judgements made about products can be based on colour alone.
Many brands have made their colours a substantial part of their marketing strategy. In some cases, they have even trademarked those particular tints: the "Rosso corsa", for example, is a particular shade of red that was used by Italian racing teams in the 1920s, and is now a symbol of brands like Ferrari and Alfa Romeo.
If you need a hint, you can see which sector the brand sits in by highlighting the black rectangle below. The answer is on the next slide.
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Durex registered its light blue trademark in 2008: no other condom brand can use it.
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The Financial Times started using salmon pink paper in 1893, precisely to differentiate the title from its rival at the time, Financial News. Pink paper also used to be cheaper at that time.
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Sainsbury's has been using orange in its supermarket for decades, but it has not always been the case: when the company first started branding its own products in 1882, the logo was green.
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The green colour of Land Rover is a legacy from the brand's racing years, when British cars were identified by the colour green, while Italians competed in red.
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O2 registered this colour blue in 2009. Many of the venues sponsored by the mobile operator, like the O2 Arena in London and O2 World in Berlin, are also branded in this colour. The company's internal magazine is called The Blue.
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Cadbury trademarked its own tint of purple, called Pantone 2685C, in 2012. Cadbury's parent company, Mondelēz International, also owns another chocolate brand with its own trademarked purple colour: Milka.
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Greene is the surname of Benjamin Greene, one of the founders of Greene King brewery. The company uses the colour green as a powerful marketing tool. What's better than having a colour in the brand's very name?
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In 1915 when the company was first launching in California, Shell chose bright red and yellow branding with a specific purpose: it wanted to differentiate from the rest of the US market by the customers of California by reminding them State's Spanish heritage. The company trademarked its colours in 1995.
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Again, what's better for branding than having the colour in the very name of the company? The White Company has done it for the past 20 years.
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The colour red is used in every branch of the Virgin empire, from airlines to music production. Virgin's domestic flights branch (which ground to a halt last month) was even called Little Red.
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The feature pink tint of Whiskas is a Pantone 248C: do not try to use it elsewhere!
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Pall Mall has trademarked the feature colour of its menthol cigarettes. This prevents other brands, like Marlboro and Camel, using the exact same colour on their packaging.
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