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Blue: the grown-up face of green concerns
by Tom Lilley| London, UK
Monday, 16 January 2012
tags: art & design, clients & brands, consumer culture, culture, emergence, europe, making sense, semiotics
How best to banish those January blues? By tackling the problem head-on, perhaps, with a brief note on the semiotics of colour.
A recent article in The Economist makes a pertinent observation about the motor industry’s colour of choice when communicating its green credentials – isn’t it interesting that it’s not, well, green? Fiat, Mercedes-Benz and (most notably in the UK at least) Volkswagen all favour blue when it comes to matters environmental.
The colour blue has about as many direct and associative meanings as it has shades, but in the commercial world at least, one thing is clear – when it comes to corporate identity, blue is a safe bet. Among other things, it lends gravitas and austerity to Barclays and a slew of financial services brands; it connotes cool, clear thinking at IBM; and it has become the de facto colour of social networking thanks to its adoption by Facebook and Twitter. In combination, these codes help elevate the colour blue to a potent signifier of collaborative professionalism – what organisation would not want to project that about itself?
A recent brand renaming exercise at a previous agency saw a client spend tens of thousands of pounds over several rounds of research, only to pull the plug, resolving instead to “just stick the existing name in blue”. Blue, it seems, was the only thing that everyone could agree on – when making the right decision seems hard, choosing blue at least mitigates against making the wrong one. Or, to put it another way, nobody ever got fired for choosing IBM, and neither did the guy who chose to write the logo in blue.
Here in the UK, boardroom scenes in the TV series The Apprentice are colour graded to enhance blueness, presumably in the hope of encouraging audiences to take more seriously ‘Captain of Industry’ Lord Sugar and his pageant of hapless wannabes. Watching the show won’t teach you much about making your way in the workplace, but it will leave you in little doubt that Blue Is The Colour Of Business.
When powerful commercial codes of blueness are yoked to the elemental associations of pale blue with the life-giving forces of water and sky, it is clear why blue should become an irresistible choice for organisations keen to demonstrate that they are serious about getting green. Perhaps the shift to blue is also a belated sign of a cultural change that has been underway for many years. The green movement is growing up: no longer the reserve of a niche of dedicated ‘cabbage patch’ activists, it is now big business, with major organisations increasingly embracing it as a core element in sustainable strategy.
© Tom Lilley 2012