COLOURS OF BUSINESS

Colours Behind THE BRAND - Case Studies

You’ll never look at these logos the same again!

BY MOIRA BUSH, FOUNDER, MOIRA BUSH ACADEMY & AMY BELL, WHITE LIGHTNING COMMUNICATIONS

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The season for Oscars and all things gold!

As this article is being written, preparations are underway for the

94th annual Oscars on 27th March 2022. Power of the Dog, Dune and Don’t Look Up are amongst the editors favourites for Best Picture. Licorice Pizza by Metro Goldwyn Mayer & United Artists Releasing, is also in the Best Picture category. MGM has won 177 Oscars, 12 for Best Picture.

MGM is named after three companies which were combined in 1924 by Marcus Loew. They were Metro Pictures, Samuel Goldwyn Productions, and Louis B. Mayer Productions. From the 1920s through World War II, MGM was the largest movie studio in Hollywood. Now known for movies as well as TV series that include the famous Bond 007 Franchise and The Handmaid’s Tale.

MGM was known for being home to ‘more stars than the heavens’. But perhaps, the most well known star of MGM is its gold lion who strangely enough fits into the story of the numerology around this brand.

It’s all about the GOLDEN LION

The first lion called Slats was in the logo for Goldwyn Pictures from 1916 to 1924. The second lion Jackie became famous for his roar when sound pictures were first made, he went on to star in Tarzan movies. Coffee, Tanner and then several Leo’s were amongst 11 lions working for MGM. The 12th lion is now a CGI version loosely based on the last Leo and marking the end of an era, perhaps fitting as ownership of MGM’s vast catalogue of movies has now passed onto Amazon’s digital streaming service.

The symbolism of a lion represents power and royalty - the king of the jungle. What is interesting to note about this logo is that the complementary colour to the gold is royal blue and features in the numerology of the MGM name as well. But first let us look at the consonants and work our way back to the story of the lion!

The Consonants as the marketing message of MGM

The ’66’ is the G15 Solid Gold and Magenta bottle, and in Colour Mirrors has often been nicknamed the ‘Millionaires Bottle’. Entrepreneurs who are destined to be very successful choose this bottle as Gold represents wealth, fame and accolades achieved by doing what they love, represented by Magenta the colour of service and the pursuit of a soul purpose.

The 66 becomes a 12 which is Violet and Red mixed, in CM this bottle is called Heaven on Earth. So the projects that come from this brand promises satisfaction on all levels, they will make you feel good (violet) and offer value (red). #23 The 66 and 12 combine to ensure this brand stays noticed, enticing and valued. Then the 12 becomes a 3, and we have coral Jupiter as its final destination message in marketing: we are big, we are bold, we are powerful, we are original, we are the best.

The Lion’s Gateway

The vowels totalling 23 is royal blue and here we go back to the lions - this bottle represents what is called the Lion’s Gateway. Amongst astrologers, it is said that opportunities peak when the Sun is in Leo (July 23 & August 22) and the star Sirius moves closer to Earth and aligns with Orion’s belt. The official lucky date is 8th August and this number 8 sums up the MGM name and the reason for its longevity and success; 8 is the number of abundance and the number 17 is literally to wish upon a star.

It is mind boggling how a gold logo, a golden lion symbolizing the royal king of the jungle, the gold complementary colour Royal Blue in 23 and its Lion’s Gateway, meets the 17 star bottle and depicts a brand that produced movie stars!

It was literally written in the stars that MGM would be a grand success, a mega corporation. Its founding date sealed the process that was to become the MGMlegacy, founded on 17 April 1924:

1+7+0+4+1+9+2+4 = 28 New Beginnings, 2+8 = 10 Wheel of Fortune and 1+0 = 1, The Sun which has proven to be the Leo-Lion power behind the MGM brand.