Colors are an important part of any brand identity; that’s why harnessing the power of color is crucial. That being said, it leaves us with the question: Which color trends are important for brands to attract the attention in a world in which content and visuals are king and queen? And how to translate these in your rebranding campaign?
Let’s have a look at a textbook example of a company that knows how to handle its visual rebranding – the Ogilvy agency group. In June 2018, exactly 70 years after it was founded, Ogilvy changed its visual image and redesigned its color scheme.
The changes are subtle: the iconic Ogilvy Red is now lighter, and a palette of fresh secondary colors (pink, yellow, blue and gray) were added. This rebranding works so well, since the new visual identity is an expression of the desire for modernization, but also a commitment to the history of the agency.
Colors are powerful in marketing and branding since they have an emotional impact on customers and consumers. They can radiate exclusivity and class, such as Tiffany’ blue and Christian Louboutin’s red soles.
Social media are playing a huge part in reinforcing the visual elements of a brand. Instagram has 1 billion users that are uploading countless new posts daily. If we look at the photos that are liked best, we see that they all feature rich, bright colors since those are associated with freshness, youthfulness and energy. But expressive, rich pastel colors have also proved to be effective. They have become popular from the moment that Pantone chose Rose Quartz, along with a pale blue hue called Serenity, as the colors of the year 2016. Since then, Millennial Pink has made its mark. Although critics have pointed out that the color is already passé, it still seems that strong and intense pastel shades are here to stay. Especially B2C marketeers should keep this in mind.
Enter Gen Z Yellow, a bright, strong yellow that was introduced in the autumn / winter 2018 collections on the catwalks. Just like Millennial Pink, Gen Z Yellow comes in several nuances, from bright yellows to darker mustard tones.
As mentioned above, choosing the right colors depends on the industry. Companies in the high-tech and financial sectors, such as banks and insurance companies, are using blue to communicate credibility, reliability and security. Blue as a corporate color conveys a sense of strength and reliability, while green is associated with health, wellness and nature.
When choosing a color, a company must ensure that it fits its corporate culture. If a company incorporates Gen Z Yellow or Ultra Violet into its brand during a relaunch, the cultural significance of the color has to fit. These colors should remain relevant for the product or brand in five or ten years from now. Since colors also have a cultural meaning, they should be used in a smart way.
What is your experience with visual rebranding? Do you additional tips? Feel free to leave a comment!