Colors play a subtle yet profound role in shaping emotions and behaviors. Whether through nature’s beauty, cultural influences, or standout brands, colors affect us in ways we may not consciously recognize. Speaking of standout brands, here’s a look at seven companies across Africa that have mastered the art of using color in branding. Each of these examples represents how strategic color choices can create powerful associations and make a lasting impression.
1. Zenith Bank – Red
While red is often associated with bold brands like Coca-Cola, Zenith Bank’s adoption of this vibrant color in 1990 was a game-changer for Nigeria’s banking industry. At the time, no other bank used red in its branding, as it was considered unconventional for a financial institution. However, Zenith’s decision to embrace the color symbolized its bold and innovative approach to banking. Decades later, the choice has not only distinguished Zenith but also inspired other financial institutions, such as UBA and Sterling Bank, to follow suit.
2. DStv – Blue
DStv’s signature blue color is instantly recognizable across African neighborhoods, thanks to their innovative branding of satellite dishes. While white was the standard for dishes, DStv boldly introduced blue, transforming these devices into eye-catching advertisements for their brand. This decision has given the company a distinct identity, making their dishes a common and unmistakable sight across the continent.
3. M-Pesa – Green
M-Pesa, Africa’s leading mobile money service, has firmly associated its identity with green. From its kiosks to agent shops, the brand has painted its presence across Kenya and beyond, creating an unmistakable visual language. Despite occasional variations in shades of green due to independent operators, M-Pesa’s consistent use of the color ensures its visibility and recognition in all seven countries where it operates.
4. Shoprite – Red and Yellow
Shoprite’s branding relies heavily on its distinctive red-and-yellow combination. The iconic yellow shopping bags with bold red lettering are synonymous with the brand and instantly recognizable across African markets. This effective use of color extends to their advertisements, store signage, and other visual elements, setting Shoprite apart from competitors.
5. MTN – Yellow
MTN has made yellow an inseparable part of its identity, even with a slight refresh of its brand color to a brighter shade. Whether it’s a yellow-painted building or a simple yellow t-shirt, MTN’s branding is so strong that the color alone evokes thoughts of the telecom giant. Their effective slogan, “everywhere you go,” reinforces this association.
6. Cold Stone Creamery – Brick Red
Cold Stone Creamery distinguishes itself with a unique shade of red—brick red—that complements its “rich taste” brand identity. This color is consistently applied across its advertisements, shop interiors, and even its cups, creating a cohesive visual experience that resonates with customers.
7. 9mobile – Green, Lemon, and Black
When 9mobile, formerly Etisalat Nigeria, entered the market, it broke away from the single-color branding norm of its competitors. With a vibrant combination of green, lemon, and black, the company created a fresh and modern identity that stands out in the telecoms sector. This unique color palette continues to define the brand today.
The Strategy Behind Colors
While some branding decisions may seem like lucky coincidences, these companies have invested significant resources and thought into their choices. They understand the power of color in shaping perceptions and fostering emotional connections with their audiences. By combining colors with other elements, these brands have carved a place for themselves in the hearts and minds of consumers across Africa.
Color isn’t just aesthetic—it’s a tool for communication, recognition, and distinction. These brands have mastered its use, proving that thoughtful design and strategic execution can leave a lasting impact.
