University of Hertfordshire

Orange, a study of change: Part one case study

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

  • Sue Halliday
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Original languageEnglish
Title of host publicationOrganizational Change
EditorsBarbara Senior, Jocelyne Fleming
Place of PublicationEssex
PublisherPearson Education
Number of pages4
ISBN (Print)0273695983, 978-0273695981
Publication statusPublished - 2005


‘The future is bright, the future is orange’ sounds text perplexing without any context. Audiences in older age brackets around the world certainly find it strange. These people would probably not have a mobile and would not be frequent visitors to the cinema to see the latest advertising release. In contrast, in the last few years anyone using a mobile or visiting a cinema (in the United Kingdom) will have been aware of the advertising slogan ‘The future is bright, the future is orange’. They might have even read it as: ‘The future is Orange.’ In 1994 a new brand arrived: Orange. Back then, few knew what it was- in French and English it meant a citrus fruit and colour in the rainbow. The new logo, a square coloured orange with the word orange picked in white along the bottom of the square, was designed to encourage consumers to see the fruit and go for the colour- and ask a question: ‘What is orange?’


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ID: 428966