Tiffany & Co.: Color Is a Brand’s Best Friend

Published on April 20, 2020, at 9:04 p.m.
by Jordan Axel.

One of the remarkably eminent components of a successful business is cultivating brand identity. Companies spend thousands — some even millions — of dollars annually to build and sustain their brands.

When you think of branding, the name, design or logo of certain companies likely comes to mind, but it is much deeper than that. Purely Branded wrote “a brand lives and evolves in the minds and hearts of potential clients.” When executed properly, consumers develop an emotional relationship with your brand, and your product or service will be deemed irreplaceable in even the most competitive markets.

A recent post on HubSpot (whose logo coincidentally resembles Orange Theory’s — a song for another time) analyzes how companies develop memorable brands. Color is listed as one of the elements to consider when creating a brand identity.

After watching countless award shows and red carpets, scrolling Pinterest for engagement rings — yes, in 7th grade I was “pinning” engagement rings for my dreamlike, imaginary proposal — and having a helpless adoration for rom-coms and romance films, there is no denying the color of love and luxury. And no, it isn’t red.

The color “1837 Blue” became a registered trademark for the holy grail of jewelers, Tiffany & Co, in 1998. The name “1837 Blue” was given to the unequivocal shade of Tiffany’s robin’s-egg blue when the company partnered with Pantone. The formula for this shade is exclusively reserved for Tiffany & Co. to use and distribute.

“Tiffany has turned (its) distinctive shade into an international icon of elegance and sophistication,” said Laurie Pressman, vice president of the Pantone Color Institute.

Whether it is a blue box with white ribbon under the tree, a painted cab in New York City or a scene in a rom-com — for instance, “Bride Wars” when Kate Hudson’s character, Liv, finds the ring box in her boyfriend’s closet — consumers instantly recognize the brand solely for the timeless shade that is globally known as “Tiffany blue.”

This level of brand identity is a gold mine for public relations and corporate communications. Having a clear and concise brand streamlines communication and builds credibility, which helps maintain the public image and reputation of Tiffany & Co.

Many companies are tasked with the burden of staying relevant and flexible in the ever-changing trends and landscape of social media. Luckily for Andrea Davey, the senior vice president of global marketing at Tiffany’s, her company’s strategies and brand identity remain evergreen. Merely looking into the cool and fresh shade of blue invites you into a world of divine luxury. In the same fashion, each social media platform reflects the effortless opulence of Tiffany’s diamonds, innovative jewelry design and craftsmanship. Davey describes Tiffany’s position as rare and enviable. Creating a globally renowned brand image with a singular color will live on as a pipe dream for other companies.

So, move over diamonds — color is a brand’s best friend.