Still chewing on last Thursday’s topic, when I think of an orange brand today, the first that comes to mind is ING Direct, which has based much of its marketing outreach on branding the color. In fact, the company has even created orange cafes in four US cities – you can step into a predominantly orange environment, with oranges in bins all around, and sit in an orange chair as you sip a coffee while an ING representative (presumably with an orange name tag) helps you to open and Orange Savings account.
But let’s not forget Home Depot, Sunkist, JBL, the hindquarters of the FedEx logo, and one of my favorite brand head fakes, Yellow Freight which, curiously (and cleverly, I think), boasts an orange logo. The story goes that the founder (A.J. Harrell) had a company named Yellow Taxi already, so it was a natural choice, and the orange color was for increased safety rolling down the highway … “Breaker 1-9, this here’s the Rubber Duck, only I ain’t yellow, as rubber ducks go, I’m a big bold shade of orange, and mighty proud of it, to boot.”
Posted by: Colin Mangham