The Epic Journey of Orange: Hermès’ Signature Colour

L’épopée de l’orange, couleur signature d’Hermès

Introduction

When discussing the Hermès brand, one color immediately comes to mind: a vibrant, sun-kissed, dazzling, refined, and unforgettable orange! This success could easily be attributed to a well-crafted marketing strategy, but it actually stems from the capricious randomness of the brand’s history.

The Family and Identity Trajectory of Hermès since 1837

Founded in 1837 by Thierry Hermès, a master harness maker and saddler, the Hermès brand has experienced a trajectory marked by family transitions. After Thierry Hermès‘ death in 1878, his son Charles-Émile took over the business. Then came his son, Émile-Maurice, who aimed to diversify production towards equestrian equipment while infusing a distinctive visual identity.

Initially, the choice of brown as the iconic color was justified by its close connection to equestrian leather. However, Hermès‘ history could have taken a completely different turn if the brown pigments that originally adorned their boxes had not been in shortage during World War II.

A remarkable evolution: orange, an iconic symbol of Hermès

This period of occupation forced the brand to adopt a completely different color for its boxes, the only one available, which would later become its major symbol: orange. Despite initial doubts, Émile-Maurice quickly understood the visual power that emanated from orange, which gradually gained prestige over time.

Today, Hermès Orange dominates the packaging, from squares to rectangles, and the boxes have even become prized collectibles. Hermès appropriated this bold color for the time, so much so that it even baptized it as “Hermès Orange.” Thus, thanks to a subtle dance with chance, orange illuminated Hermès‘ destiny, becoming its radiant soul. A stroke of genius that allowed the brand to have an immediately recognizable visual identity, avoiding relying solely, as is often the case, on its logo.

Hermès, by choosing a color as a symbol of its identity, has undoubtedly inspired many companies to follow this path. Starbucks Green, Ferrari Red, and even IKEA’s famous Blue-Yellow chromatic marriage are examples of this.

The Indestructible Solidity of Hermès‘ Chromatic Identity

To illustrate the incorruptible solidity of the chromatic identity forged by Hermès, one only needs to look at the most iconic pieces of the brand, especially the 1935 Kelly Orange. This model even set a world record at auction, testifying to the timelessness of the brand anchored in its now legendary Orange.

Editorial and Philosophical Discussion

The story of Hermès‘ orange color reveals the unpredictable and serendipitous nature of history. It reminds us that sometimes, the most significant successes arise from unexpected circumstances and decisions born out of necessity. The brand’s ability to embrace and elevate the orange color, transforming it into a symbol of luxury and sophistication, exemplifies creative ingenuity and adaptability.

This brand narrative also raises philosophical questions about the power of visual representation and the role of colors in shaping our perception and connection to brands. The success of Hermès‘ orange color lies not only in its aesthetic appeal but also in the emotional and symbolic resonance it holds for both the brand and its customers. The color has become inseparable from the essence of Hermès and has come to embody its values, craftsmanship, and heritage.

Furthermore, the story of Hermès‘ orange color serves as a reminder of the importance of authenticity and originality in branding. By embracing a distinctive visual identity, Hermès has distinguished itself from its competitors and formed a strong bond with its customers. This authenticity has allowed the brand to maintain its allure and desirability over the years, making it an enduring symbol of luxury and elegance.

Advice for Marketers and Designers

The story of Hermès‘ orange color offers valuable lessons for marketers and designers seeking to build strong and recognizable brands:

Embrace Unexpected Opportunities

Be open to unexpected opportunities and willing to adapt when circumstances change. The success of Hermès‘ orange color was the result of embracing scarcity and transforming it into a unique selling point.

Create an Emotional Connection

Colors can evoke emotions and create strong connections with customers. When choosing a color to represent your brand, consider the emotions and associations it evokes and how it aligns with your brand’s values and identity.

Emphasize Authenticity and Originality

A distinctive visual identity can set your brand apart from the competition and create a lasting impression. Be true to your brand’s essence and values, and strive for authenticity in every aspect of your brand’s expression.

Evolve and Innovate

While maintaining a strong brand identity, be open to evolution and innovation. Hermès‘ orange color has evolved over time, becoming a symbol of the brand’s heritage while remaining relevant and desirable to a contemporary audience.

Conclusion

The story of Hermès‘ orange color is a testament to the power of chance, creativity, and authenticity in building a timeless brand. It serves as a reminder that the most significant successes often arise from unexpected circumstances and decisions born out of necessity. By embracing the orange color, Hermès has created an iconic symbol that embodies its values, craftsmanship, and heritage. Marketers and designers can learn valuable lessons from this narrative, emphasizing the importance of embracing opportunities, creating emotional connections, and staying true to their brand’s essence.