Color plays a powerful role in various aspects of life, including business and branding. Brands have recognized the impact of color on consumers and have even trademarked certain colors to protect their identity and reputation. While most colors are free to use, some brands have secured trademarks for their specific colors and color combinations. These trademarks are different from logos and symbols and are specifically meant to safeguard brand colors. This has led to legal disputes in courtrooms over the use of color. Overall, color is an industry in itself, with experts and consultants specializing in the field.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Trademarked Colors | Legal rights | More brands trademark colors | Brand identity |
| Tiffany & Co. | Luxury | No other jeweler can use blue | Protecting exclusivity |
| Owens-Corning | Construction | Only company authorized to use pink | Distinguish from competitors |
| Christian Louboutin | Fashion | Trademark on red outsole with contrasting color | Protecting brand image |
| Post-Its | Stationery | 3M has legal rights to canary yellow | Protecting brand identity |
| The Home Depot | Retail | Disputes when competitors use trademarked orange | Protecting brand identity |
| Target | Retail | Opposes use of its signature red by others | Protecting brand identity |
| UPS | Delivery | Logo, trucks, and uniform are brown | Establishing brand identity |
| John Deere | Agriculture | Protects use of green and yellow color combination | Differentiation and brand identity |
| T-Mobile | Telecommunications | Recognizable trademarked magenta color | Establishing brand identity |