Importantly the colour of the red frames is personal, historical and unique to the Antarctic Port Lockroy base, and also to the UK. Red has a long history of being the UK’s national colour, going back further than Coca Cola and Ferrari’s branding. During the 16th – early 20th century red was chosen as the colour of British Military uniforms. At the time red dye was cheap, and from across a battle field the colour seemed to blur together adding an element of safety from a distance8. The British Army soon became famously known as the ‘Red Coats’. Around the same time, during the 19th – 20th century, the territories of the British Empire were usually marked red or pink on maps9. Consequently the fact that the main British Antarctic base at Port Lockroy has red-framed windows, doors and roof is a subtle nod to the bases British roots. Following this through to the logo along with the royal, union jack blue is key to capturing the heritage of UKAHT.
As the red frames are personal to them, their new identity also gives them the ability to be easily recognised. This also adds the potential for the red-framed window symbol to appear on its own in future, without the name, as the charity’s reputation grows.
Colour is one of the most important elements when creating a brand identity, and building out a colour palette that extends from the logo is just as important. While it is likely that personal preferences, experiences, upbringing, culture, and context can all impact on your own feelings, the colours that are chosen for your brand need to reflect the personality of your company. They need to evoke the right reaction from your audience, convey what makes you different and fit your marketing strategy.
5, 6, 7 http://pamorama.net/2013/04/21/the-role-of-color-in-marketing-infographics/