Funeral directors have long been associated with the colour black, so naturally when I walked past a local branch of Francis Chappell & Sons after their rebrand, it was the new brand colour that caught my eye.
Previously a deep maroon, the sign above the funeral directors’ is now a light teal. The rebrand has also included a crafted and considered typeface, integrating the C and the ampersand, tying together Francis and Sons. The handwritten slogan adds a soft, human touch.
The light colour, similar to the colour of the sky on a clear day, is distinctly the opposite of black. In choosing this colour they have done a few things for their brand, which I think we can learn from.
The colour helps to tell the story
The light teal is soft and delicate, adding to the caring connotations outlined in the slogan above the logo. It is a warmer shade of blue, to evoke the warmth of their care.
In addition the colour serves to support their brand positioning as a funeral directors who see funerals in a more positive light, bringing the brand colour away from the darkness of black that other funeral directors use does this.
The change in colour accompanies a rebrand where photography styling is more daylight-orientated. The relaxed, natural feeling imagery feels peaceful and content. The daylight is indicative of life, showing this funeral directors to be concerned with a celebration of life rather than a focus on loss.
It is unique
In bringing a light, airy and tranquil colour to this funeral directors, it stands out from its competitors. This consistent colour aids recognition and unites branches across London and the South.
It is unexpected
The colour change caught my eye and I am sure it caught many others. In changing their colour so dramatically, it has brought attention to their rebrand.
It breaks category norms
In branding, we aim to choose a colour that not only tells the story of the brand but one which will help the product and brand stand out from its competitors.
There is no point, for example, launching another purple chocolate brand. Not only may you have a law suit on your hands (as Cadbury has been in several legal battles over the colour purple, with Pantone 2685C being registered as a trademark as recently as 2022)2 but consumers could be confused having thought they bought something else or worse be unable to find your brand amongst the busy shelf. Not having a unique colour will mean consumers will be unable to recall your brand as it will be muddled in their memory with another.
Whilst the brand doesn’t need to sit on a shelf with other similar brands in the same way a pack would, the principle remains the same. With this distinct brand colour, there is no doubt that this funeral directors is different.
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