7th October ’17: Branding magic

Welcome to the weekend, folks.

Yesterday I mentioned how red and yellow energise us and encourage us to eat. Well, colours can also be used to help us part with our money by developing an emotional attachment to things. I saw this old Shell sign at @theoldcinemalondonand it got me wondering how the company decided to go for the eponymous red and yellow in the first place. And, of course, as seems the case with most logo colours, there’s a story there. Apparently, Shell’s first service stations were in California and not only were the colours noticeable but they were also the colours of the Spanish flag. It was hoped that because lots of early Californian settlers were born in Spain it might help them to develop an attachment to the brand. Another story is that, in a moment of nostalgia, the Scottish director at the time wanted the colours of the Royal Standard of Scotland. Colour in branding is big business but it’s emotive, too. Anyway, have a great day, and don’t forget to tell me about your favourite logo colours.

Martha, The Colour File x

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© Martha Roberts
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