I was reading an article in Wired recently about Facebook and Google competing for online domination. The article was interesting and well worth a read but the photography caught my attention more so. I thought it was great the way that they posed Google and Facebook in their appropriate "uniforms" based on their brand colors. I thought this is a great illustration on how choosing colors ought to be viewed. Branding is born out of a competitive need, the need for differentiation. To separate one from the other. Just as battles for land necessitated uniforms to know friend from foe, market driven competition requires "uniforms" for space of mind. Brands need to be different and memorable on all levels.

You know that there is a McDonalds off this exit first because you see arches and second because they are golden. And if you're in the mood for a Big Mac… sold. Unique product, symbol and color.

So what would your uniform look like?

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