Give me colour: It’s time to think pink. Carla Palette, Goods, Mast and more show us how it’s done

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. If 2023 could be captured in a colour, it would undoubtedly be Barbie-pink. This iconic hue dominated not just the silver screen with Greta Gerwig’s record-breaking film but also infiltrated fashion, design, and popular culture at every level. Colour is powerful, and some studios adopt a playful approach when implementing rosy tones in their work, embracing unconventional contexts. See Carla Palette’s punchy look for CBD-infused water brand Mort & Max and Goods’ bubblegum-pink identity for Norwegian pizza chain Mano. Others, like Jesús López’s identity for boutique hotel CHAMP and Mast’s cinematic identity for PR firm Heist, create their own distinctive cinematic worlds, with pink lending a powerful charisma to each. Whether inspired by dreamy romance or a thrilling heist flick, pink has proven itself as a versatile storytelling tool within brand identities, transcending its traditionally feminine associations.