Brand new colour

The fact that Orange, the mobile phone company, has taken Stelios Haji-Ioannou's easyGroup to court over Pantone 151 - its trademarked shade of orange - tells you all you need to know about colour and branding. It's a powerful and jealously guarded part of brand identity.

Increasingly accurate reproduction, more robust competition and smarter consumers mean that brands need to be well-defined if they want to maintain market share. And a positive link between the emotive power of colour and the image of a brand is an advantage worth fighting for. These relationships can't just be ordered up. Although they exist, the links between colour, brand and consumer are far too mercurial to be calculated. This is where the designer enters the fray, as a diviner of colour and a builder of associations.

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The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.