Positive, sunny and optimistic, yellow is energetic and eye-catching – and particularly effective for point-of-sale messaging, as it's proven to catch the eye quicker than any other colour.
07. Veuve Clicquot
Yellow provides standout for premium champagne brand Veuve Clicquot – cutting through a sea of green, gold and cream with a punchy shot of bright yellow.
Meanwhile, in a sector that couldn't be more different, construction equipment manufacturer Caterpillar has a very distinctive, trademarked shade of yellow connected to its brand – featured in the triangle on its logo, and also on the liveries of its vehicles. Of course, in the field, the colour is invariably faded by constant weathering on construction sites, so it's rare to find a perfect match.
Yellow, of course, is an excellently eye-catching colour for potentially dangerous heavy machinery, so it's no surprise that it's also used by Britain's J.C. Bamford, better known as JCB.
Green is an emotionally positive colour, signifying growth and rebirth and, of course, nature. It represents stability and endurance, but it also prosperity and abundance, and taken to the extreme it can be a colour of wealth and luxury; a real mix of meanings.
10. John Deere
Joining Caterpillar and JCB in the large-scale vehicle corner is farm machinery firm John Deere, whose iconic bright green-painted tractors (with a touch of yellow) are instantly recognisable – especially when you're stuck behind one on a country lane.
At the other end of the market, rich, dark green has associations with wealth and prestige – so it's no surprise that luxury department store Harrods has chosen it as a key part of its branding scheme. From bags and signage to all manner of own-branded products, the shade exudes class and sophistication.
Starbucks started life in 1972 with a brown logo – appropriate enough considering the coffee beans that it originally sold before introducing the wild concept of selling actual cups of coffee – then in 1987 the colour of its stylised woodcut of a siren was changed to green. The reason? It's a reference to the University of San Francisco, where all three founders were educated.
Next page: blue, purple and brown...