What does the colour of your logo say about you? – 3
In the last two articles we have looked at the colours red and green and the effect they can have on the perception of an organisation when used as a predominant element in its brand identity.
In this third article, we’re focusing on Blue.
Blue is a key colour in life. It is the colour of the sea, of rivers and the sky. It signifies life-giving water. In images of earth taken from space, the predominant colour is blue. It has the shortest wavelength and highest energy level of all colours.
Blue indicates trust, assurance, honesty, stability, competence, sincerity, loyalty and dependability. It suggests intellect, intelligence, depth, wisdom, confidence and authority. It signifies faith and peace.
Some hues are staid and dull, others are stimulating and electric, some can be very cool in all senses of the word. More than any other colour, it can draw you in. There are some blues you can literally lose yourself in.
Politically, blue is a conservative colour in the UK, Ireland and Canada. But in the US it is associated with democrats and in many other cultures with social or liberal parties. Blue is the background colour of the EU’s flag and in lighter form the UN’s too.
The word can mean sad and depressed, but surprisingly good things can also come out of the blue, or you can go on an adventure in to the big blue yonder. Winning a blue ribbon makes you No. 1.
Research shows that it can have definite physiological and emotional impact. Blue light in shopping malls calms people down and at train stations reduces the number of potential suicides. Blue light can also benefit concentration, memory, cognitive function and mood. In fact it is used to combat SAD syndrome, because it can be used to replicate sunlight.
Blue light also has its negatives however – mostly associated with computer screens, smart phones and LEDs that can cause sleep deprivation, particularly in the young. It can also be harmful to the retina under certain conditions.
The types of organisations that use blue in their identities are Automotive, Banks, Business and Financial Services, Communications, Electrical, Food, F.M.C.G., Health, Media, Pharmaceuticals, Retail and Technology and Water companies.
IBM is often referred to as ‘Big Blue’. Both VW and Mercedes use blue to signify their most environmentally friendly products. Renault uses blue badging on its electric cars.
15% of the cars sold the UK in 2016 were blue as opposed to 1% green, 11% red, 20% black and 20% white.
Notable organisations using blue significantly in their brand identity include:
Aldi, American Express, Boots, Co-Op, Dell, Deloitte, Facebook, Ford, GAP, Goldman Sachs, HP, HBOS, IBM, Intel, Kwik-Fit, LinkedIn, Mazda, Nivea, Nokia, NHS, JP Morgan, Oral B, Paypal, Pepsico, Philips, Reed, RSPCA, Samsung, Siemens Skype, Southern Water, Thames Water, Twitter, Unilever, Visa, Volkswagen and Zeiss.