Own a Color
by Adam Sorensen
In creating your logo and brand identity, never overlook the importance of choosing the right color. When a customer looks at a logo, his/her mind goes through a sequence of visual perception. The brain first reads shape, then color, then content. So theoretically, the color in your logo is more recognized and potentially more powerful than the company name or tagline.In terms of branding, the ultimate goal for any business owner should be to own a color, that is, to brand your company so that whenever a person sees a particular hue, they think of your company. Owning a color means facilitating recognition and building brand equity.This concept is nothing new. Tractor makers have been doing it since the machines began dotting the landscape. The blue tractors were Fords, orange were Kubota, Red were International, green with yellow wheels were John Deer, and so on. The colors made it easy to distinguish one brand of tractor from another in an instant.Companies today are attempting the same thing. Consider the color brown. Almost without thinking, UPS comes to mind. Kurt Kuehn, Senior Vice President of worldwide sales
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