Continuing the theme of ‘red’ I wanted to talk about the effect of colour in branding and design.  When we think of ‘Mega-brand’, Virgin, the colour we will associate with any of its products, is red. But how do we perceive this colour in relation to the brand – does red accurately convey the values and qualities of the Virgin ‘empire’, the third most recognised brand in the UK?

The Virgin Brand

Diverse and independent, Virgin’s businesses are licensed and branded under the Virgin group banner. The customer franchise is strong and applied to a vast range of businesses across sectors including music, finance, leisure, travel, communication and cosmetics.

Customer service oriented and fun, the Virgin ethos believes in delivering quality, innovative and value products whilst being authentic. The company values are listed as such:

• Fun – enjoyment and humour
• Value for money – simple not cheap
• Quality – attention to detail, not expensive for the sake of it
• Innovation – challenging convention, but not for the sake of being different
• Competetive challenge – responding to consumer needs, not being irrelevant
• Brilliant customer service – delivered by empowered, professional people

Colour cohesion is important in brand design to communicate authenticity. Research in to the relationship between marketing and colour has found that colour increases brand recognition by up to 80%. Taking a look at some of the logos for different Virgin branded products and services, it’s apparent that as much diversity exists in the colours of the different brands as in the Virgin group itself. Criticism exists that Virgin’s multi brands don’t make a comfortable fit visually or culturally. Are we becoming confused as to who Virgin are anymore?

Because overall the ‘business personality’ of Virgin would appear youth-orientated, fun, confident and with its roots based in music, communication and travel; I would be looking at hues from a light, clean, fresh palette of yellow based colours to mirror these qualities (spring).  I would choose different hues within this group to express the individual qualities of the brand products maintaining both visual and brand integrity.

While the colour red fits the bill for expressing any qualities in branding relating to action, courage, movement and energy;  the qualities of fun and value for money are best represented by the colour orange, a hue combining red and yellow linking physical colour red’s action with yellow’s confidence. Orange relates to our feelings of comfort and enjoyment. There seems to be confusion in what the Virgin red is? (Slightly orangeish Pantone Warm Red C would work best).

‘Quality’ is best represented by the colour purple, and ‘innovation’  best represented by turquoise blues. Some gravitas is required within these brands, particularly in Virgin’s finance venture – Virgin Money. We want to trust that this fun, forward thinking brand can be trusted with our money, so slightly stronger (spring) blues ought to be considered to communicate trust and efficiency!

Learn more about how colour affects branding and our daily lives in our one-day workshop – click ‘Exploring Colour in Your World’ Satuday July 21st 2012

Reported recently – Cardiff City football club’s association with their team colour has been threatened with change by the club’s Malaysian owners who want to change the colour of the team kit from blue to red.

Whilst Cardiff City Supporter’s Trust are concerned with the implications of “changing a century of tradition”, the club’s Malaysian owners believe red to be a more dynamic colour and also a significant colour for Wales.

Although colour is important to visually differentiate teams on the playing field, it can also have a very positive effect on the performance of a team. Here in the UK, three of our most successful football teams, Arsenal, Manchester United and Liverpool F.C., wear red as their team strip. Red is a very ‘physical’ colour representing the qualities of courage, stamina, activity and strength.

Much heraldic and cultural symbolism is associated with colour, and in Malaysia culturally, the colour red represents the very same values as those it represents in colour psychology.

The colour of Cardiff City’s current team strip, blue, relates to the mind and ‘logical thought’. In terms of colour psychology therefore, the team’s strength may be in their ability to ‘out-psych’ the opposition or develop a better strategy for play. Culturally the colour blue in Malaysia represents truth, loyalty, perseverance and justice. It may be the view of Cardiff City’s owners that whilst (blue) team loyalty is commendable, the red qualities of strength, courage and stamina are going to win them the game!

Explore Colour in Your World

What is colour? Why does it have an effect on us and how can we harness it’s effects?

A one-day workshop for all those interested in finding out more about colour – Saturday July 21st 2012

click here for more details and to book