Some corporate clothing, in the endeavour to make a statement of market position and taking the opportunity to reinforce a brand name use house colours as a marketing tool. If they have a strong brand image and are readily recognised there isn't even a need for a logo, the colours themselves are identification enough. Through subtle design and combination of graphics they can transmit information about their company without being overly aggressive. Though certain colours have become readily associated with big brand names there is no exclusive use of a particular shade; only designs and logos can claim copyright or trademark.
In the UK big brand names have successfully managed to link themselves with a certain colour like Sainsburys who currently use orange as their predominant house colour; their plastic bags, literature, building facades and all their advertising use it extensively. Trolley handles are coloured so that you can identify to which shop it belongs. Just as rugby teams and football teams can be identified by their kit, their club colours are like the military standards of regiments that flaunt the insignia of history and the honours awarded them during engagement in battles and campaigns. 'Colours' is in fact synonymous with flags and ensigns. How many companies are referred to as 'flagship' enterprises and identified by their 'colours'?
Sports encounters have replaced for many the bravery, daring and thrill of the engagements on the battlefield, on the ocean or in the skies. Nowadays young men and women are more likely to thrash the living daylights out of a ball against opposition on a playing field than they are using an arsenal of weapons in the theatre of war. They train, they show courage and they bond. Sportsmen and women are motivated by coaches, drilled in technique and share common goals. Much of the military and sporting philosophy is now embedded in corporate management philosophy and ethos. We are a team, we wear our colours, and we inspire performance and generate fear and awe in our competitors. These are some of the messages that corporate clothing can convey. The language of corporate management is sprinkled with reference to the front line, the arena, the combat zone and the field. It is no surprise then that corporate clothing is viewed as a uniform deliberately meant to invoke a sense of belonging and a collective sense of purpose.
Although corporate clothing may flaunt the corporate colours as part of their marketing strategy it still has to be clothing that is comfortable, wearable and conveys a message pf professionalism. Having a whole staff turned out in wonderfully coordinated, logo emblazoned shell suits would not fit the bill for appropriate or effective corporate dress. Corporate clothing goes beyond flying the colours and due consideration must be given to those who wear it. A simple black suit with a white blouse or shirt might seem anonymous and missing the opportunity to advertise the company but it can still convey a sense of business and a concern for matters in hand without being overly aggressive. A simple pin or badge in company colours or incorporating the company logo would stand out against such a plain canvass and possible make a larger statement. Sometimes less is more.