Give me colour: 7 identities basking in bright yellow, by Little Troop, Werner Design Werks and more

When used well, colour is an absolute tour de force in design. And though meticulous science, extensive user testing and detailed research can guide the choices for a key colour or specific palette, there’s an innately human element to how we respond and react to the world of colours around us. It’s this emotional resonance that makes colour so powerful in branding. So, with this in mind, we’re shining a light on its role in identity design and how each hue makes its mark. For this week’s entry, in the words of Coldplay’s Chris Martin, “it was all yellow.” A colour we often overlook as the leading element in an identity, yellow has a surprising versatility that, when used skilfully, can be incredibly powerful. For instance, Little Troop calls upon the power of humour, warmth and nostalgia in their look for Le Puzz, which is defined by the all-consuming sunny hue. On the other hand, Puncture Design harnesses an attention-grabbing ‘alert’ hue in their identity for SafeFest. Formagenda by Wiegand von Hartmann