It seems that every major - and minor - corporation adopts blue or red for their brand identity color scheme. These colors may be “safe” but are not necessarily the best choices for your brand.
Colors convey meaning in every society, including our own. Understanding the meaning of colors can help you communicate the right brand message.
For instance, my company’s color palette includes orange, gray and white. These colors make sense in the overall branding scheme of things. Consider the our positioning statement: “For businesses which want their critical communications projects on target and on time, My Creative Team is the resource that consistently delivers top quality, strategically focused marketing communications work that makes you look good and that is a good value.”
Orange is considered an energetic color, connoting excitement, enthusiasm, playfulness and value. It is no secret why Home Depot and Howard Johnson’s selected orange. We wanted to express playfulness and good value, so orange was our choice, as well.
My Creative Team was a combination of two companies into a new enterprise. Additionally, we wanted to impart an understanding of our ability to deliver strategically focused marketing communications work. We selected gray which indicates stability, wisdom, and balance.
Finally, it was important that our ability to deliver on time and on target was clear. White means precision.
So, you see, you can communicate a lot about your brand without saying a word.
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