As a creative and branding agency we’ve always harped on about brand guidelines and the importance of recording them and using them to ensure a consistent brand experience.

And a vital element of a brand’s make-up is colour palette.

So reading that Cadbury has been granted a trademark for the distinctive colour purple (pantone 2865c to be precise!) and in doing so has secured exclusive rights to its use, we were delighted with the exposure the news gives to such a vital aspect of brand identity.

And like Cadbury, the importance of brand identity (and colour) has not escaped Nestle either. They have been challenging the former for over three years arguing that the colour was ‘not distinctive enough to receive a trademark’.

Many of the general public may stand and scratch their heads in disbelief and ask why two household names would go to such lengths over a colour?

The answer is quite simple really. Everyday consumers are exposed to literally thousands of promotional messages all vying for attention with the ultimate aim of securing a greater share of the market.

Brand identity is the visual expression of a brand and creates emotional triggers and helps consumers make sense of the abundance of choices available. So standing out and being remembered and recognised has never been so important.

Think of a brand and you will experience feelings and associations towards it. Think of the colour purple and you think of Cadbury.