Chromatic identity in global and local markets: analysis of colours in branding

CAIVANO, JOSE LUIS; LÓPEZ, MABEL

Colour: Design & Creativity

Society of Dyers and Colourists

Lugar: Londres; Año: 2007 vol. 1 p. 1 - 14

1753-7223

Colour, in its use as identity, is symbolically codified. However, other non-chromatic factors influence the way colour is interpreted in different social environments. The formulation of a chromatic identity includes considerations of identity and differentiation, as well as tradition and innovation. The expansion of companies and institutions in the global market often involves the transposition of their chromatic signs. Local connotations may resignify or neutralise the values attributed to branding and identities. Colour is a central feature of the globalisation of brands, so it is interesting to study chromatic identity as an aspect of visual semiotics, because, as a sign, colour seems to be more ‘transparent’ in its meaning than written texts or even certain iconographies.