pANToNE 485

07
SEAN rEES DESIGNEr
27/03/2012

DESIGN WITH SUBSTANCE

CHEAp AS CHIpS

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

When it comes to colour, pantone are the authority. World renowned as the standard language for colour communication pantone are a brand well established in the design and print industry. But in recent years pantone have seeked to broaden their brand world to reach an audience further than those working within the global Design community pantone Universe was launched.

DESIGN WITH SUBSTANCE We believe that a company that positions themselves as consultants must have an opinion. We hope to encourage readers to challenge, colour and inform our thinking. Why not get in touch opinion@purpose.co.uk
pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

A brand extension far far away.

As Pantone put it Colour is essential to your life. The colours you love are deep and vital affirmations of who you are. Bringing those colours into your day and your environment is the ultimate form of self-expression. Or in less words, colourful stuff with Pantone on it. The first accessory launched by Pantone Universe were a range of mugs coloured in correspondence with the chip number.

A sweet idea pantone branded mugs adorned many a trendy kitchen cupboard

Since its success there have been a barrage of Pantone branded items, including Pantones most ambitious extension their Pantone Hotel in Brussels which encourages you to live in colours, dream in colours. On many levels, this makes a lot of sense when done well, brand-extension can be a strong vehicle to grow a brand, but done badly it can cause longterm damage. Here are two examples to illustrate a point.

pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

live in colours, dream in colours

pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

A is for Apple.
When it comes to brand extension, Apple set the grade. Often sighted as the benchmark brand, Apple are one of those rare brands who can seemingly do no wrong. From a humble starting-point of the desktop computer to the phenomenal success of the iPod/Phone/Pad, Apple have changed the world through their continuous extension of their brand.

Apples brand extends far and wide but they always retained a strong sense of identity

Apples brand extends far and wide from computers to music players, phones, TV and beyond. They are able to do this because they have worked hard on and built a reputation for thinking different and therefore have set an expectation of originality with every product they launch and importantly, continuously delivering on that promise. Through the introduction of game changing products such as iPod, iPhone and iPad, Apple grew their audience from a predominantly designer following and thrust it towards the mainstream. But they did so whilst retaining a strong sense of self-identity, and Apples audience didnt lose sight of it either. Whether an Apple fan-boy, or first time buyer, when we buy an Apple product, subconsciously, we are buying into the idea of what Apple stand for.

pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

The sweet smell of failure.

When done badly, a brand extension can have damaging implications. One famous example is the motorcycle brand, Harley Davidson one of the most masculine-testosterone-driven brands of all time, with a following so devoted that they tattoo the brand name and imagery onto their body.

A following so devoted to the brand that they tattoo its logo onto their body

But over time Harleys loyal following were becoming increasingly disgruntled with the Disneyfication of their brand when the brand launched a line of branded items, including T-shirts, socks, cigarett-lighters, ties, baby-clothes wine-coolers, and ornaments bearing the brand-name. But when Harley launched their own brand of perfume it was an extension too far for the loyal rugged motorcycle-lovers.

Harley Davidson fell into the trap of thinking that more products = more sales. It was a strategy that did long term damage to the perception of the brand. Realising their mistake, the branded-products have since been pulled by the Harley Davidson brand team in an attempt to retain their credibility.

pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

Wheres the relevance?

To quote Pantone Universes website You know who you are. Now, let the rest of the world know. Or the universe. Im beginning to question if I do know who Pantone are anymore the stretch of applications covered in Pantone Universe are too broad, too vague, and the result is no apparent understanding of what their brand stands for. Brand building is about defining a clear personality, consisting of clear set boundaries. Knowing what your brand is not is just as important as knowing what it is. Pantone need to tread carefully and think carefully about what they lend their name to, as plastering their name across everything coloured is a little aimless, and to be frank the repetition is wearing thin. Should we be really be celebrating the same idea being churned out again and again? Its akin to telling the same joke over and over again and expecting people to continue laughing.

At what point does extending a brand turn into milking it?

pUrpoSE.Co.Uk

pUrpoSE opINIoN / 07

CHEAp AS CHIpS

From benchmark to bargain bin.

Im sure the results of this brand extension is that Pantone are increasing their brand awareness whilst also making good profit but at what point does growing the brand turn into milking it? In the long term, Pantone may be in danger of blurring the boundaries of who they are, what they stand for and of alienating their core customers. Who began as the authority on colour are in danger of being watered down and being famous for being that company who make the coloured stuff.

Im sure pantone are increasing awareness whilst also making good profit but at what cost to the brand?

Image curtosy of Blair Thomson Sean rees Designer sean@purpose.co.uk

pUrpoSE.Co.Uk

07
purpose is a brand communications consultancy specialising in brand identity and marketing communications. our strategic, design and production skills enable clients to communicate more effectively to stand out, to connect, and to prosper. Were over thirty strong were independent and were listed in the Design Week league table of Top 10 Uk Creative Award winning agencies.

Contact us www.purpose.co.uk +44 (0)20 7724 5890 opinion@purpose.co.uk