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Few choices are as significant as the brand color. And in corporate America, across B2B industries, the conversation often goes like this:
THE CLIENT: “We’re looking for a unique brand color for our company. We really want to stand out.”
THE BRANDING AGENCY: “Well, red would really differentiate your company.”
THE CLIENT: “Can’t use red. The CEO hates red. He hates orange, too.”
THE BRANDING AGENCY: “How about green? Green has very strong positive associations and….”
THE CLIENT: “Nope. We don’t want to look like we’re jumping on the ‘green’ bandwagon.”
THE BRANDING AGENCY: “Purple is unique…”
THE CLIENT: “Are you kidding? You might as well suggest pink.”
THE BRANDING AGENCY: “Well, pink WOULD stand out…”
THE CLIENT: “We all like blue. Let’s go with blue.”
There’s no denying the popularity of blue in corporate America. With its connotations of clear skies, clean water and the national flag (not to mention blue jeans, our national uniform), it’s a natural choice. And since 40 percent of people claim it as their favorite color, it’s unlikely to offend anyone.
But blue hasn’t always had the same connotations it has today. For example, in contemporary America, we associate blue with baby boys. But in the early 1900s, blue was considered a delicate and girlish color while pink was thought to be the stronger color more appropriate for male children. (This is still the case in Belgium.)
For centuries, blue was a rare color. Before industrialization led to the chemical mass production of dyes and pigments, it was made from hard-to-find minerals and elements (such as cobalt, which can be toxic), and therefore was an expensive luxury. So blue was associated with royalty, authority and power.
Culturally, blue can have different meanings in different parts of the world. In American politics, it connotes left-leaning views, but in the United Kingdom, blue is the official color of the conservative party. In Germany, “being blue” (“blau sein“) just means being drunk!
In truth, blue has so many meanings and references it’s nearly innocuous. Feeling blue, once in a blue moon, blue-ribbon quality—for every negative connotation there are two or more positive ones. No wonder it remains the top choice for corporate brands.
Of course, one pitfall of popularity is ubiquity. Blue may still connote power and authority, but it’s no longer rare, particularly in financial services brands. Is blue right for your business? It still may be. It’s useful, however, to consider all its associations and uses to make the most strategic choice.
Want to discuss choosing the brand color that sends the right signals to your audiences? Let’s talk.
Originally published January 10, 2021.
