2/20/2023 - Entertainment and Well-being

Fashionable color as brand identity

By Milagros Orcellet

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"Every visual appearance depends on color and brightness, because every reality is chromatic. "

Color is a key component in the identity of a brand. It shapes our perception of things, it connects directly with our emotions and gives it meaning.

Over the years, we have associated with many brands with a color as a slogan or the logo itself: Blue for Facebook, Red with Netflix, Pink for Barbie,See Spotify are just a few examples among so many.

The fashion and design industry is not an exception to this, but in the last time the strategies have changed. From the color registration under the brand name to a complete rebranding with double intentions, more and more brands were appropriate of a color and were part of their identity. In this post we will go through the most successful ones in this process.

1. Naranja Hermès

This orange color that is now registered in several countries as the company itself, has not been chosen too strategically. During World War II and due to German occupation, the brand is lacking the beige paper they used to cover the boxes, the only color available to orange. In the long run they achieved their goal, which was that the color of packaging is associated with the brand as quickly as the Burkin.

2. Green Bottega

The 'New Bottega' that designer Daniel Lee left as a legacy after his time as creative director of the brand includes the bright green we saw throughout the last year. This color became part of the identity of the plasma brand both in packaging and in a large amount of accessories, bags and footwear imposed by the designer.

3. Rosa Schiaparelli or "Shocking Pink"

" The rose has always created memorable moments in pop culture: Marilyn Monroe in "The men prefer blondes", clothes and pink cars of Barbie, the trend of Elle Wood by the rose in "Legally Rubia". They wouldn't have had the same impact without Schiaparelli as a pioneer. " By Alyssa Kelly
The famous now known "Hot Pink" but named by Elsa Schiaparelli as "Shocking Pink" is born in the mixture of rose and magenta, being used first the letters of his perfume "Shocking", and then in the prêt-à-porter of his brand.

Elsa who was attracted by the intense colors of the women's quechuas costumes develops on this color:

"Brillante, impossible, insolent, come, giver of life, like all the light and the birds and the fish in the world together, a color of China and Peru, but not of the West - an impactful color, pure and without diluting. "

4. Red Valentino a rosa PP Pink

Being one of the first houses to make a color part of your identity and shape it into your collections, Valentino Garavani In an interview that this color arises when he was in the opera of Barcelona, where he saw among all women, to one that carried a red dress, moment that would mark him for life.

This red 100 percent magenta, 100 percent yellow and 10 percent black, accompanied the view of the designer along the parades and his career, mutating under the current direction of Pierpaolo Piccioli in the "Valentino Pink PP" and inaugurating a new era for branding.

"If it reminds us of "Shocking Pink"Elsa Schiaparelli, al‘Mexican rose’by Ramón Valdiosera and even one of the three favorite pigments of Yves Klein also tells us of a creative bridge that evolves from the intensity, the declaration and feeling of a color that rejuvenates, cheers and fits a new generation that eace between the haute couture and the prêt à porter. " By Olivia Meza de la Orta

Five. Richard Nicoll Blue

Although not directly associated with a brand, Richard Nicoll was able to appropriate the blue color. Throughout his career the blue color has been a constant in his walkways both for his female and male collections, especially from the debut under his own name in 2006. In 2017 Pantone launches Nicholl Blue.as a tribute to the designer.

To create this color was taken into account "Your innate kindness, sweet soul, and natural sense of humor"

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milagros orcellet

Milagros Orcellet

Hello! My name is Milagros Orcellet, student of Architecture, Design and Urbanism. I write about fashion, music and design, my areas of greater interest and knowledge. I like to consider myself an amateur bassist. You can find my articles in the "Entertainment and Welfare" section.

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