As of late, we’ve discussed the power of color and why we consider it so thoroughly during the branding process. Your brand’s color is just as important as its mark and typeface.
Back in 2010, snowboard company Bon Hiver (which means “good winter” in French) engaged us to develop a new brand. We discussed at length about color within the snowboard industry and the importance of differentiation. This proved a difficult task, as Bon Hiver was adamant about the color red. As the creative director and action sport expert, I knew the industry landscape –– there was no way that Bon Hiver, a completely new brand in the action sports space, could differentiate itself without utilizing the correct color.
Bon Hiver Brand Color and Design
After some deep thought about the name and the essence of the brand, we went back to our client with a firm brand color recommendation –– a royal blue and associated hues. Our argument was strong: Burton, a titan in the industry, already owns the color red, K2 had a stronghold on green, and orange was being heavily used by the likes of Ride Snowboards and Union Bindings. While process of elimination did help with the decision, we strategized that royal blue was the not only the best fit for the brand, but their best chance to differentiate and garner new attention. The core values of the brand are strength, durability, progress, and royal –– a perfect match for blue. After a successful brand launch through web, video, and print, the Bon Hiver brand color was solidified and running strong.
JG Real Estate
Most recently in 2015, we were tasked with helping rebrand a local real estate brokerage. It is critical there not be any overlap in this market either. Berkshire owned purple, Keller owned red, Space and Co. was dark green, and OCF was pop green. We did our due diligence and came to the same place we did with Bon Hiver. JG Real Estate breathes new life into neighborhoods and first time home buyers, and is very reliable property management company. So, it was our strong recommendation they use a teal. This color represents a certain lushness, freshness, and youthfulness –– something we learned after discovery sessions with the client.
Here are a few questions to ask while choosing your brand color:
What does my brand name mean?
What best represent the brand’s core values?
If my brand had a personality, what would it be?
Who is my audience?