Are you using color to effectively communicate your brand? If you had to choose a color to align with your brand -- one that would convey the right emotions -- which would you choose of all the colors available?
The ASPCA has picked orange and this 3-minute video from Ad Age explains why and how the bright color was chosen. You'll seee from the ASPCA site that it's not the familiar color of Florida's finest but the bright, deep color of life jackets. Life jackets? That's right. As an exec from the ASPCA tells you in the video, what color better signifies what the organization is all about than the color of a life jacket.
The website has gotten an orange makeover to. Can't say I like what they've done with the navigation section on the left. Let's face it...a little orange goes a long way...but on the whole I like it. And I love the concept of "owning" a color that shares what you're all about.
The world of fundraising is very competitive. There's lots of worthwhile organizations out there that deserve our time, talent, and treasure. Each of them must work hard to capture attention and generate additional revenue for their cause. It's great to see the ASPCA being so creative about building their brand and not resting on their haunches...um laurels.
PS. Check out how they're carrying the brand through gifts and merchandise.
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