The FINANCIAL — In today’s competitive business environment when building a company’s identity it is important to consider the use of colours for the purpose of developing a positive business image. That’s why each company looks deeply into the implications different colours have and how each colour can potentially represent the missions and goals of the company, how it will be seen by customers and what influence it will have on business performance.
“Red is a colour that attracts one’s immediate attention,” says Dachi Dvalishvili, Director of Ulevi. “When preparing the logo for Ulevi, we researched the different aspects and implications of the colour, and red turned out to be best for our supermarket chain, and one that best distinguishes the brand from others in the market.”
The colour red in combination with black is associated with Bank Republic. “The colours are strong but contrasting: the red is bright and lively, the black is rigorous and sober. The contrast is governed and softened by the white, luminous and calm, representing prospects and openness,” says Tamar Shavdia, Head of PR and Communication Department of Bank Republic. “It is obvious that colour plays a significant role in brand creation and development. In our case, the logo of Societe General has 143 years of experience and still represents its solid image.”
Axis incorporates the colours of yellow and black in its logo. “They have a visual effectiveness when used together,” says Revaz Nizharadze, the marketing manager of Axis. “For us the colour black means strength, self-confidence, solidity, authority and power; Yellow – sunshine, energy, warmth and happiness.”
“After re-branding in the year 2007 we changed the colour to cyan, there were several criteria: first of all we wanted the colour to be close to our former brand colour blue, and moreover we wanted the colour to be more optimistic, active and cheerful,” says Ketevan Kavlashvili, head of the Marketing Communication Department in TBC Bank.
As for Bank of Georgia, their corporate colour is orange. “ We chose orange as the colour was not established in the business world, the colour is vivid and very optimistic, it’s quite modern and brings with it a sense of innovation, complementing our company’s goals,” says Sophio Balavadze, head of Corporate Communications and PR at Bank of Georgia.
United Telecom incorporates the colours green and silver in its brand. “The colour green is eco friendly and has a positive impact on our customers; silver is the embodiment of highly sophisticated technology – High Tech,” says Teona Tsereteli, the PR coordinator of United Telecom.
“Green, yellow and white are the corporate colours of Wissol. White signifies cleanliness and purity in most cultures. Green is the colour of nature, growth, harmony. Being one of those colours that is universally seen as positive, fresh and fertile, green is therefore one of the most relaxing colours for the eyes; Yellow is clearly more vibrant and energetic. It is the colour of sunshine associated with warmth, happiness and positive energy,” says Rusudan Kbilashvili, Public Relations Manager of Wissol Petroleum Georgia. “Wissol conducted market research where the customers said that Wissol’s colours are very pleasing to the eye, invoking a sense of joy and reminding them of Spring.”
Goodwill incorporates the colours green and yellow in their advertising and logo. “In our commercial we raise awareness of our company’s colours. When Goodwill was first penetrating the market, we wanted to show we had ambitious goals and missions. This was clearly expressed in our logo’s colours, green to indicate guarantee, firmness and calm. We wanted our customers to know that they can trust us and be sure of our actions,” says Nato Darchiashvili, PR and Marketing Manager of Goodwill.
The colour and brand awareness-raising activities play a vital role. The colours of each brand are promoted through commercials. “As colour is one of the main points in brand identification, we always underline colour in our advertisements,” says Kavlashvili. “As well as in our advertisements, we provide bags, pens, and each of our staff members’ ties are of the brand’s colour,” says Balavadze. Bank Republic uses their colours in its products (dream card, a red and black ladybird).
Some companies reject change of the colour of their brand. Revaz Nizharadze believes that each company must have unique brand elements that remain unchangeable during the company’s existence. “The colours should be part of a company’s image and should not be changed if there is no valid or cogent reason for it,” says Tsereteli.
As red demands your immediate attention, so too does it stimulate a number of actions (like buying) and also stimulates your appetite. Therefore it is an ideal colour for restaurants and supermarkets. However it also stimulates the body by making the heart beat faster, as a result this colour should be avoided in health-related businesses.
Yellow and orange are colours of optimism and creativity, they also call for one’s immediate attention and draw the eye.
Blue is the favourite colour of the majority of people. It represents many things that businesses want, like dependability, sincerity and loyalty. It also stimulates productivity. However, Blue, used in the wrong shade, can depress the appetite, which is why few restaurants use the colour. Too much of the colour can also cause depression and unhappiness.
Green indicates high quality and appeals to the majority of customers. The colour is also relaxing and refreshing, it is the colour of health, nature and growth, which is why a lot of businesses choose green for their waiting areas.
Black is the colour of power and drama. It is serious, bold and strong.
White is the colour of simplicity and cleanliness. Its message is youthful, mild and pure.
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