Chromatic beauty: 8 identities with show-stopping use of colour from Rabbithole, U.I.WD. and more

Colour, when used well, can be an absolute dealmaker. As an element of design, it wields immense power not just to grab and hold attention, but also to act as a foil that tells a deeper story. Whether it’s used with abandon or only sparingly, it can highlight an idea, or subvert it, helping brands tell their stories through their chromatic choices. Here, we’ve pulled together a few projects to make our case. Whether it’s Common Studios’ brand for coffee and doughnut store COPS’ that cleverly uses a hot shade of pink to nod at the iconic pink doughnut boxes in North America, or Koto’s use of ‘lightning yellow’ for Bolt’s rebrand, these identities underscore the beauty, gravity and impact of colour. Paris Electronic Week 2022 by Diplomatie Studio COPS by Common Studios