colour branding – tiffany blue increases brand recognition

Colour branding - Tiffany blue box. This opens a new browser window.

You see a turquoise box and even before you see the name, you know it’s from Tiffany & Co., the world renowned New York City jewellery company.

What woman wouldn’t go slightly giddy being presented with a blue box from Tiffany, knowing there will be an exquisitely beautiful gift inside?  The classic Tiffany Blue Box® symbolises a company steeped in romance, luxury and quality.

So strong is their brand identity linked to this colour, Tiffany Blue is protected as a colour trademark by Tiffany & Co.

colour steeped in history
The famous blue, sometimes described as robin’s egg blue, may have been chosen because of the popularity of the turquoise gemstone in 19th century jewelry. Turquoise was also a favourite of Victorian brides who gave their attendants a dove-shaped brooch set with turquoise so that they would not forget the bride.

colour psychology
In colour psychology terms turquoise represents communication, creativity, it’s modern and forward thinking.  The perfect colour for a pioneering brand such as Tiffany & Co.

colour protection
Tiffany Blue is a private custom colour produced by Pantone®, PMS reference number 1837.  This number was given as it represents the year Tiffany & Co. was founded.  As it’s a trademarked colour, it is not publicly available and you won’t find it printed in any of the Pantone® Matching System swatch books.

brand identity
No longer merely just  a colour, this particular blue has made the Tiffany Blue Box® an international icon signifying the excellence of all Tiffany & Co. designs.  They have been able to do this by maintaining consistent use of colour across all their communications – boxes, shopping bags, advertising and other promotional materials.

What do your business branding colours represent?  What does it mean for your business brand identity?

Tiffany & Co.
Press release, Photo credit (low resolution image)

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