Colours of Business

Colours Behind the Brand: Case Studies

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

by Moira Bush & Amy Bell

Trailblazing...

So, who here didn’t have a very Amazon holiday season? I know there are some die hard people on this planet who refuse to use this service but for the other 99.9% of us, it is a life saver. The cost of shipping is insane right now so I love that my prime membership allowed me to send gifts to my family and friends for free! The happiness I felt, not having to battle the crowds and go out in our cold Canadian weather, matched that smiling, orange arrow that adorned every box that landed on my door step.

When I think of orange I think of community. And isn’t Amazon just providing a platform for a community of entrepreneurs, like you and I, to get their products out to the world? Authors, musicians, publishers, TV producers, crafters, artists, actors and everything in between have a place on this platform. United Colours of Design Magazine wouldn’t be available in print were it not for Amazon’s print on demand service.

Moira and I are going to do a deep dive into the colours behind this brand and by doing so you will see why they have become such a major player in the current marketplace.

Amazon Numerology

AMAZON = 5/72

Founding Date Key Intentions and Learning

Positive Attributes

5 + We will build networks and build relationships across all the green of the earth.

7 + We will be fluid and ready for change.

35 + Blue-Lilac opens gateways, brings in new green inventive ideas.

8 + Abundance is possible for all, so long as you don’t colour outside of the lines (follow our rules).

Negative attributes

5 - We may harm the environment and add to pollution whilst fulfilling our business mission.

7- We will not be paying too much attention to the emotional well being of partners/staff.

35 - Disputes, rivalry and conflicts may arise before peace can be a reality in the business.

8 - Energy of suppression and control, lacks the ability to pass on choices or freedom of choice.

The very clever use of orange in the logo really says just about everything as to why Amazon has become the giant in the internet based business world. Orange says this is a business with passion, fire, courage and its amber light keeping both sides of the traffic flowing so that everyone benefits from being involved in this business. The orange amber speaks of the transport industry and the black speaks of the boxing up (when boxes are closed they are dark inside).

The shape of the arrow in a smile suggests exactly what orange is known for: being social, connected with others and happy about it.

The official logo colours are black and orange, yet in the numerology of the company name, there is not one drop of orange or black!

In colour psychology the combination of black and orange brings to mind a feeling of the exotic and incredible strength; literally describing the river it was named after. This is a power colour coupling and beams out that a male energy was

Amazon and its Founder Jeff Bezos

behind its origins - which can be seen in the complementary colours blue and white.

How fabulous that the unusual letter in a name ‘z’ is in both the business and founder’s name. Jeff first called the business Cadabra which would have made it in numerology a 21/3 and its main colour coral.

A few months later he decided to go with Amazon, naming it after the largest river in the world and making the first logo turquoise.

The name Amazon and Jeff have the notorious number 16 in common. This is the symbolic tower that says old ways of being in business have to disappear for the new to flourish. So literally walls coming down, i.e. physical stores being replaced with internet based shopping.

The number 8 violet in Amazon, also in the founding date and the colour appears in Jeff ’s numbers 13 is all about attracting judgments and legal issues. In the first years Amazon was sued by Walmart and Barnes and Noble. Mostly because he was disrupting the markets with his 4 life path energy and the changes to on-line shopping was already feeling a threat to brick and mortar based businesses at that time.

When you look at the energy of black and orange through the lens of the highly influential violet, this business will at some stage either have a major transformation that will feel like a shocking death, or it will die off as it is - something Jeff Bezos is notoriously known for saying himself. If we look at the immergence of the Metaverse, it makes sense. Amazon will have to re-invent itself to step into the new technology or it will have to adapt to be an asset to the Metaverse businesses. Will its current and future CEO’s be able to lead them through that change in the next 5 to 10 years?

The newly appointed CEO Andy Jassy is a hopeful sign as he has 28 New Beginnings in his birth date. He can create a new phase for Amazon, but he has that yellow number 1 ego that tends to rub people the wrong way. Yellow is the complementary to the violet, so if they give him carte blanche, he may just be the first of the new CEO’s to guide the business up the new river in town, the Metaverse.