Case Study: Virgin
The color red and the name Virgin are linked in the minds of
consumers the world over. Virgin devotes a lot of time to ensure
that exactly the right red appears on their publicity materials,
trains, cola cans and company vans. By ensuring that the correct
shade of red is used, it helps consumers instantly identify a Virgin
company or a Virgin product. Virgin finds this important enough
that the company produces an eighteen-page guide to ensure
‘Virgin Red’ links all the company’s activities.
