Janoschka magazine Linked_V5_2020

issue #5 ©
l i n k e d
65
Strong brands – strong colours
At an early age, people begin to associate certain brands with specific products.
According to a study by the University of Amsterdam, 67 per cent of the
surveyed children between the ages of two and three could assign a trademark
to the right product while eight year olds managed 100 per cent.
Coca Cola
This brand’s iconic red is its
"second secret formula".
"There is no Pantone colour for
Coca-Cola red, but you recognise
it when you see it."
Milka
A special mixture of two Pantone colours.
A purple cow turned our familiar
world of colours on its head and came
to stand for an independent character
that was easily recognisable on a
supermarket’s chocolate shelf.
Red Bull
Red/golden logo on blue
and silver clearly associated
with energy in the minds
of consumers:
"Red Bull gives you wings."
Tempo
White on blue stands for freshness
and cleanliness. Germany’s first patented
paper handkerchief established
itself as a global brand in 1929.
When Germans say "Tempo",
they very often mean a tissue.
Leibnitz biscuits / Bahlsen
Golden yellow serrated rectangular
biscuits – "only genuine if
they have 52 teeth" and:
in the yellow packaging with the
blue and red logo.
Maggi
Julius Maggi’s dream was to be just as
omnipresent as salt and pepper
and to feed workers at a fair price.
His brand became famous around the
world with its red and gold colours.
post-it
3M has trademarked the canary
yellow of its famous Post-it notes –
even in the virtual world: Microsoft
was not allowed to program this
colour for its digital notes.
M&M’s
Since 1950, just ten years after their
invention, each individual M&M
has been labelled with the now legendary
"m" to distinguish the genuine article
from imitators.
These sweets were named the
"Official Candy of the New Millennium"
because the Roman numeral
MM stands for 2000.