Tiffany & Co. has to be one of my favourite brands which is made quite evident looking at my christmas list! The brand is incredibly recognisable, I would even say one of the most recognisable brands out there, so it was really interesting to have an insight into just what makes it so identifiable. To begin with I think the name of the brand, particularly the use of the word 'Co' really influences its reputation of status, exclusivity, prestige and luxury which gives the consumer a desire to own.
It's utterly undoubtable that Tiffany own that particular shade of blue. This turquoise blue has become so representative of the brand that it is even often referred to as 'Tiffany blue' (I'm definitely guilty of doing this). You only have to see something in this blue tone to immediately think of the luxurious jewellery brand. This colour is so cool, crisp, classic and luxurious which is really reflective of the brands products and the brand itself.
'The best presents come in a small blue box'. So girls, who doesn't have a collection of these gorgeous boxes on their dressing table? This packaging has become so recognisable that it doesn't have to have the brand name displayed anywhere on it but you just know what you'll find inside, because the box has become signature of the brand.
Tiffany's key product the ring, to me is a true reflection of the glamour, heritage and sophistication associated with this admired brand. This product has such strong links with romance, desire and taste which are all true concepts to Tiffany & Co. as a brand.
New York is the Geographical reference for Tiffany and Co., its flagship store (right) is located here. The store, based on the corner of Fifth Avenue and 57th Street was opened in 1940 on October 21st. I've never been to this store but it just looks truly magical! I can't wait to make a visit when I travel to NYC in January and treat myself to something from my Tiffany wish list! Regarding its flagship store on 5th Avenue a quote on Tiffany's website reads 'It is simply the most famous store there is. Every cab driver, every New Yorker, every visitor knows where to find Tiffany & Co. This is the marvellous place where dreams come true'. The links the brand has with New York gives it this essence of glamour and style we associate with Tiffany & Co..
Tiffany's cultural reference is the stunning Breakfast At Tiffany's star Audrey Hepburn. The image of Hepburn on the right just shouts Tiffany's, from the elegant, glamorous lady herself, to the statement jewels and the blue background. The image portrays the true confidence, exclusivity and sophistication of the brand.
Taking into account all of these factors which together make up the identity of Tiffany and Co, I think the company has done a really great job at defining itself as a brand and I would definitely say it has to be one of the most well identified brands, if not the best of all. Out of all of the aspects we looked at in the lecture which make up a brands identity, Tiffany and Co. only lacked one, and that was pattern/motif. I have to say I think this is intended, the simple, timeless and classic blue and white box is used to reflect the sophistication of the brand and this is all that is needed. I think a pattern would not at all work effectively with this brand as it would be too fussy which I think would lead to Tiffany & Co. maybe losing some of this well earned brand identity and also the luxury of it, as it is known for being smart, and simple rather than over elaborate. I also believe that a motif would be unnecessary for Tiffany's also, the name 'Tiffany & Co.' and the typography of this is recognisable and in my opinion the simplicity of this adds to the luxurious feel of the brand.
Below is Tiffany's most recent ad 'A Tiffany Holiday'. The Christmas advertisement oozes all the brand stands for and a number of factors which contribute towards this brands identity are captured within this ad, from the setting of New York to the use of the brands statement colour, which together create the feel of romance, sophistication and glamour. I really like how the identity of Tiffany's is made so clear within this ad, giving the same sense of luxury and desire you would expect if you were to visit a Tiffany and Co. store itself.
Hopefully this post may have explained a little bit more about why we see that shade of blue or that pretty packaging and immediately think 'Tiffany & Co.'.
Love, Isabella x
Photo Credits: Google images, Tiffany.com, Youtube
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