Royal & Sun Alliance is launching Color, a new e-venture providing on-line services for small businesses with up to 25 staff. The identity, a black and white image, mirroring Color’s no-nonsense business proposition and language, has been developed by Wolff Olins.
According to a Wolff Olins spokesman, the Color brand implies optimism, while the usecolor.com url is intended as “a direct call to action”.
“We chose the American spelling as RSA may expand into the US and other markets,” says Wolff Olins account director Tom Banks. “Our experience shows European consumers are generally more comfortable with American spellings.”
“We deliberately kept the RSA parent brand separate from Color,” he adds. “We are trying to appeal to small businesses who may be turned off by another big brand name.”
“Small businesses have long been the engine room of the British economy,” adds Color marketing director Josephine Fawkes. “Color was developed to supply these with the services they need to grow and develop.”
Color offers practical help to enable managers to run more efficient businesses. Services on offer include round-the-clock help with legal issues, health and safety, tax and employment law from relevant professionals.