Give me colour: From punchy plums to vivacious violets, these projects exemplify purple’s prowess

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. Popular in the tech world and innovation-focused industries, purple has a unique draw within brand identities. Whether implemented as an accent or embedded within ethereal, chromatic textures, the colour’s electric qualities and futuristic associations make it an effective choice for conveying technological advancement, as demonstrated in Studio Oker’s work for JIDU, where violet represents technological intelligence. Nestled between warm pinks and reds and cool blues, the colour’s transitional qualities have also been strategically employed by design studios like Snøhetta and Moving Brands within dynamic identity systems, paired with neutral greys to achieve visual balance and sophistication. Bayzat by Ragged Edge