Thank you for opting for green as the colour code for your eco sub-brand.
For some reason, Blue has emerged as not only the colour-code but also the naming-code for “eco” in the car category.
There’s VW’s BLUE MOTION:
There’s Mercedes’ BLUE EFFICIENCY :
There’s BMW’s EfficientDynamics which is blue whenever you see it:
And it’s not just the Germans.
Hyundai have given us the BlueOn:
And the Toyota Prius’ – who perhaps got this whole blue thing rolling with their Hybrid Synergy Drive logo – is unmistakably blue too:
The irony that you – Volvo – went with the blindingly obvious option in green, but have managed to achieve differentiation by so doing, is strangely pleasing.
So thanks for making me think about the old premise that brands should “zag when everyone else zigs”.
And thanks for making me think about the semiotics of colour. I’ve got to get my hands on a book about that…it will improve my dinner party chat no end.
And finally thanks for helping me formulate a little hypothesis that blue has been adopted by the car industry so whole-heartedly as the eco-colour, because they are all dreaming of one day producing a car that runs on water, for which the colour would have to be blue.
Let’s hope they can.