Picture the Target logo, the Macy's logo, and the Coca-Cola logo. Three very different approaches with one thing in common - red. Or do they?
In the world of branding, colors are powerful symbols that evoke emotions, create associations, and define a brand's identity. Red stands out as one of the most dynamic and impactful -- known for its energy, passion, and power.
Yet, when three iconic brands—Coca-Cola, Target, and Macy’s—chose red for their logos, the similarities often end with the color itself.
I know this because at an agency I worked for, we had all three clients at about the same time. I had been in charge of printing game cards for a client, and our printing partner sent us a sample proof to approve before running the whole job. I sent it on to the client for approval, and she called me screaming. "That is NOT our red -- that is [one of the other two]'s red!" (She may have even hung up on me.)
In all honesty, I couldn't really tell the difference. Nevertheless, the printer corrected it and ultimately created a satisfied client.
But the lasting lesson in this experience was for me -- in the power of brand consistency... I learned that the world's biggest brands fight for themselves and must fiercely protect their intellectual property.
Coca-Cola: A Heritage of Warmth and Happiness
Coca-Cola’s red is synonymous with joy, tradition, and refreshment. For over a century, Coca-Cola has used its distinctive shade of red to create a sense of warmth and nostalgia. This red is not just a color—it’s a symbol of the brand’s heritage and its ability to connect with people emotionally. The red in Coca-Cola’s logo evokes memories of sharing a Coke with loved ones, celebrations, and simple pleasures.
To Coca-Cola, red represents more than just a color; it’s a key part of its brand equity, guarded as closely as the secret formula itself.
Target: The Boldness of Simplicity
Target’s red is bold, modern, and clean, perfectly encapsulating the brand’s commitment to delivering a focused, high-quality shopping experience. The iconic bullseye logo, paired with its vibrant red color, is instantly recognizable and conveys a sense of reliability and trustworthiness. Target’s red is all about energy, excitement, and the brand’s forward-thinking approach to retail.
Macy’s: Tradition Meets Modernity
Macy’s red star is not just a logo; it’s a beacon that guides shoppers, symbolizing trust, celebration, and a touch of luxury.
For Macy’s, red is a nod to its rich heritage, with roots dating back to the brand’s founding. The red star is an emblem of the brand’s enduring presence in American culture, representing not just a store, but a destination where memories are made—from Thanksgiving Day parades to holiday shopping. Macy’s protects its red star with the same vigilance as Coca-Cola and Target, understanding that this symbol is integral to its brand identity.
Why Brand Colors Matter
Although all three brands use red, they have managed to create distinct identities that resonate deeply with their audiences. Color in branding is not just about aesthetics—it’s about crafting a narrative, evoking specific emotions, and building a strong connection with consumers.
The Takeaway
Coca-Cola, Target, and Macy’s have shown that even when multiple brands choose the same color, they can create vastly different identities that are rigorously defended.
Color, particularly a powerful one like red, is not just about what you see—it’s about what you feel. And for Coca-Cola, Target, and Macy’s, their unique interpretations of red have become an inseparable part of their brand stories, making red much more than just a color; it’s a symbol of who they are.
Who knew?
P.S. I'm planning to post more stories like this one. Not often. But when I do, I'll make them good. Get 'em in your inbox here.
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