Access the full text.
Sign up today, get DeepDyve free for 14 days.
Enterprise & Society, 10
R. Gandilhon (1946)
Rémi Mathieu. Le système héraldique français. Paris, J.-B. Janin, 1946. (La roue de fortune.)Bibliothèque de l'École des Chartes, 106
M. Pastoureau (1986)
Figures et couleurs : études sur la symbolique et la sensibilité médiévales
Canadian Journal of Marketing Research, 13
Giana Eckhardt, Anders Bengtsson (2010)
A Brief History of Branding in ChinaJournal of Macromarketing, 30
J. Bellizzi, R. Hite (1992)
Environmental color, consumer feelings, and purchase likelihoodPsychology & Marketing, 9
Wilson Bastos, S. Levy (2012)
A history of the concept of branding: practice and theoryJournal of Historical Research in Marketing, 4
P. Bottomley, J. Doyle (2006)
The interactive effects of colors and products on perceptions of brand logo appropriatenessMarketing Theory, 6
S. Middlestadt (1990)
The Effect of Background and Ambient Color on Product Attitudes and BeliefsACR North American Advances
Lauren Labrecque, George Milne (2012)
Exciting red and competent blue: the importance of color in marketingJournal of the Academy of Marketing Science, 40
J. Favre, Andràs November (1979)
Color and communication
Annuaire du Conseil héraldique de France
M. Tadajewski, D.G. Jones (2014)
Historical research in marketing theory and practice: a review essayJournal of Marketing Management, 30
O. Droulers, B. Roullet (2005)
Pharmaceutical Packaging Color and Drug ExpectancyACR North American Advances, 32
Lauren Labrecque, V. Patrick, George Milne (2013)
The Marketers’ Prismatic Palette: A Review of Color Research and Future DirectionsPsychology & Marketing, 30
Rajesh Bagchi, Amar Cheema (2013)
The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling MechanismJournal of Consumer Research, 39
Niki Hynes (2009)
Colour and meaning in corporate logos: An empirical studyJournal of Brand Management, 16
K. Schapira, H. Mcclelland, N. Griffiths, D. Newell (1970)
Study on the Effects of Tablet Colour in the Treatment of Anxiety StatesBritish Medical Journal, 2
Annuaire du Conseil héraldique de France
PurposeThe purpose of this paper is to draw a parallel between color combinations in coats of arms of the twelfth century and color combinations in current brand logotypes of 400 companies from the Forbes Global 2000 list.Design/methodology/approachIn this work, the frequency of color combinations displayed in medieval coats of arms and in the brand logotypes of the top 400 largest companies in the Forbes list were compared.FindingsOne of the main findings of this research is the stability of color usage in two visual identity systems – coats of arms and brand logotypes – although 800 years separate them. In these two identification systems, almost the same colors are preferred or rejected. Yet, even though it is regularly argued that color will submerge the consumption world, this research shows that, in the twenty-first century, visual identities of brands are rather less colorful than medieval coats of arms: nowadays, at a global level, half of the logotypes are formed with white combined with red and/or blue.Originality/valueBy drawing a parallel between two visual identification systems that are coats of arms and logotypes, the results from this study highlight the stability in color usage and color combinations along the centuries. Thus, it seems that modern analysis of color combination practices could greatly benefit from the history and historical evolution of coats of arms. Far from being out of date, the study of coats of arms can provide marketers with interesting insights about the rules and implementation of color combinations when designing logotypes.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Nov 21, 2016
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.