color alone can increase brand identification and recognition. According to the Colour Marketing Group, color increases our ability to read by 40%, to remember by 55-78%, to understand by 73%. Color is therefore an essential force for building a brand identity. And since color is the first perception of a contact, it can sometimes replace words. A good color is worth more than a long speech… Some brands, among the oldest or most communicative, have dared to take the plunge, to stop inscribing their brand and to communicate only on their colors or their logo. It is then great art and the absence of text, totally replaced by the sign or the color, is an event in the history of communication. The message only calls upon the consumer’s memory, his understanding of the combination of form and color, his brand culture, the primacy of the visual over the textual. The brand does without words, overcomes language barriers, crosses borders and becomes universal, a unique reference. By this daring bet, it succeeds in a communicative performance and reaches a kind of ideal. Color, an indispensable presence…