That’s a powerful asset and so it was important to double-down and retain blue within the logo.” “It was the colour they’re most associated with, like Coca-Cola and red. “Within their competitor set, Capgemini had a level of ownership over blue,” says Brandpie creative director Scott Snashfold. When global brand consultancy Brandpie rebranded Capgemini, they stayed with its original blue.
Similarly, neobank Jupiter uses coral, which distinguishes it from other fintech apps.”Ĭolour equity - where a brand is associated with a certain colour - has a role to play. The mint green of Dunzo really makes it stand out. “Some brands do break through the clutter. It’s easier to pick a colour associated with their industry,” says Ray. “Newer brands don’t want to rock the boat.
