Color as Brand

June 1999

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Color as Brand

ABC uses bright yellow to trigger brand recognition

The ABC television network was already defying the status quo when it decided to market itself not just as a broadcaster, but as a brand. So it kept things simple, building an entire campaign around yellow.

Quickly integrated into pop culture lingo as "ABC yellow," the lemon-fresh shade splashed billboards, magazine ads and TV spots, excluding any other visual element except short, silly tag lines aimed at 18-24-year-old viewers – messages such as "We love TV" and "Hello? It's free."

Even though the network can't prove the campaign is increasing viewership, polls show it's likable and helping put ABC on viewers' radar screens.

Why yellow? The network's ad agency told The New York Times it chose yellow because it's noticeable and agreeable to the eyes, but also is different and urgent.

– by Stacey King



Copyright © 1999 by Bond Communications.


 

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