Naturally thinking of who would use the colour brown, I thought it has to be chocolate brands. Whilst some do, it was interesting to see the majority use brown as one of their main secondary colours. And even more interesting, there is a brand that is actually called ‘The Big Brown’ and they have nothing to do with chocolate…
You only have to look at the many chocolate brands to see either the use of brown as their main brand colour, or heavily used to connect their customers to their product. The most used brown appears to be a rich, dark brown which we have come to call chocolate brown. This tone just oozes decadence and luxury. Even every day brands want to give that feeling of pure indulgence.
who is the Big Brown?
I couldn’t talk about branding and brown and not mention the brand who is known as the Big Brown. And that is UPS.
Brown became their identifying brand colour in 1916 when it was chosen as they believed the colour reflected class, elegance and professionalism. This was to emulate how they saw the Pullman luxury rail car brand.
The original UPS logo features an eagle carrying a package with the words “SAFE, SWIFT, SURE” emblazoned on the side. Those qualities of reliable service endure today. This is what brown is communicating – safe, reliable, and dependable.
Oh and apparently they say the brown hides the dirt – nothing like being practical.
UPS are another company who have trademarked their tone of brown. Brands usually do this so that no other company within their industry can use their signature colour.
Let’s not ignore the prominent use of gold as their secondary brand colour, representing quality, prestige and value.
Do you have another colour or colours making up your brand identity? Take care when selecting other colours and their tones as they will also have their own psychological properties. You could, inadvertently being sending out a completely different message to the one you intended.
It’s not surprising big brands understand the importance of colour, some going so far as to trademark their brand colours. Branding colours can be that strong, only the colour is needed for the brand to be identified.
If you would like to know if green is the right colour for your business brand and just as important the exact tone of green, then why not see if a brand colour analysis is right for you. My clients find when they get their branding colours right, they really get how it represents their brand’s personality and how the right tone will increase brand recognition, attracting their target clientele and lead to increased sales.
To find out more about the effects colour has on your brand download my free e-book 7 mistakes most business owners make with their branding colours.
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