For more than seventy-five years, Yellow Freight Lines has stuck with one of the simplest and most engaging color schemes ever devised. Their trucks and logo are orange, and their logo consists only of the word "Yellow," with no additional information. When you stop and think about it (we all have), that's engagement.
Another shipping company, UPS, is currently promoting its corporate color, brown, as its new nickname: Brown. They are attempting to make a virtue out of a color that doesn't usually generate much enthusiasm by turning it into a virtuous character.
Whether UPS' very tricky strategy will work remains to be seen, but Yellow has demonstrated a startlingly simple and effective way to create a little friction with their name, and from that a whole lot of brand engagement.
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