During the past decade, there has been no shortage of brand collaborations, and the buzz around some of the biggest partnerships has been huge. From celebrity-endorsed trainers to high street- fast food printed garment pairings, we’ve analysed the audience insights and media coverage to reveal the most hyped, surprising and tastiest collections from the past 10 years to reveal what it really takes to make a successful brand partnership.

The most popular brand collaborations from the past decade

Image credit: ICON Printing

Using Buzzsumo to analyse articles written about each collaboration and Tagger to pull audience reactions on social media, we were able to rank the most talked about brand collaborations from the past decade to reveal the most popular.

Basketball superstar LeBron James has a long history of trainer collaborations with Nike however almost two decades into the partnership, the hype around his new releases doesn’t seem to be dying down. His 2019 edition drove 1,621,947 engagements with articles shared on social media, over 57,900,000 likes and a whopping 504,300 shares making the 2019 Nike X LeBron James brand collaboration the most hyped of the past decade.

But it isn’t just sports personalities that make for super successful brand partners. The 2019 Vans X Harry Potter collection came in 2nd position, raking in 1,727,572 engagements with articles shared on social media and 73% love reactions to social media posts. We can presume this was largely down to the movie franchise’s fanbase.

The first Nike X Apple watch was launched in 2016 to a rapturous reception from sports enthusiasts looking for a new way to track their activities. The collaboration between the sportswear company and tech giant generated 8948 referring articles and 9,400,000 likes on social media making them the 3rd most successful brand collaboration of the past decade.

Most hyped trainer collaborations

Over the past 10 years, sneakerheads have been vocal on social media, making their opinions known about new trainer collaborations. Unsurprisingly, the most popular brand partnership LeBron James X Nike came in first with their LeBron XVII. The release had fans divided on social which drove the highest social engagement and media coverage. The wizarding world went crazy for the Vans X Harry Potter printed trainer collaboration helping them claim 2nd place and Adidas X Kanye West’s Yeezy’s took the world by storm in 2015 placing them 3rd. Unexpected collaborations Nike X Hello Kitty and Adidas X Transport for London were also a hit based on social engagement and media coverage.

Most surprising brand collaborations

Analysing wow reactions on social media, we found the brand collaborations that were the most surprising- Nike X Levi’s secured the first position with their denim-clad, logo-printed trainers. Claiming 2nd and 3rd position were Lego collaborations. In 2nd came Lego’s partnership with the sci-fi series Stranger Things subsequently the toy brand’s more recent 2020 storage collection with IKEA wowed social media users. Claiming 4th and 5th position and taking fans by surprise was football club PSG’s streetwear with BAPE and luxury fashion brand Dolce & Gabanna’s colourful collab with SMEG.

Most successful food collaborations

We all love a tasty treat and when it comes to brand collaborations from the past decade this was no different. KFC’s finger-lickin’ collab with Crocs was the most successful collection based on their media coverage and social engagement. In 2nd came Cheetos cheesy clothing range with Forever 21. High street retailer Primark’s recent clothing line with bakery chain Greggs was perfect for their target audience making it the 3rd most successful food brand collaboration.

With 12 years in the merchandise printing industry, Alex Econs shares his thoughts on what makes for a successful brand collaboration.

Understand your target audience

“Brand collaborations can be a brilliant way to target a new customer base however step too far outside the realms of audience relevancy and your brand collaboration will be a flop. Greggs X Primark is a great example of how brands have understood exactly where their audience shop and launched merchandise that was guaranteed to get fans talking. There is almost no limit to what companies from different industries can come together to create. ”

Novelty works

“Some of the most iconic brand collaborations have come from the most seemingly unlikely partnerships. Whilst it doesn’t work for every brand, novelty merchandise like the KFC X Crocs limited edition fried chicken shoes or Adidas X TFL trainers can be incredibly successful. Understand your audience and their lifestyle before choosing your brand partner and you’ll create a collection that fans will clamour over, consequently we often see these novelty items selling for a much higher resale price.”

Smash the marketing

“The most successful brand collaborations are hugely varied in their product offering and price point, however one constant amongst them is how successfully their teams promoted the merchandise ahead of the launch. Social media marketing in particular can engage fans attention right from the conception of the idea and the engagement we saw from the launch of these brand collaborations proves just why it should be a vital part of launching any merchandise.”

To find out how ICON Printing could print your next brand collaboration, see our services.

When it comes to choosing which colour to feature in your business’s logo, aesthetics are not the only factor to consider.  Your business’s logo becomes part of your company’s identity therefore it’s important to make the right impression.

Research indicates that consumers make a subconscious judgment about a product within 90 seconds of viewing it and that up to 90% of that assessment is based on colour alone.¹ That’s the power of colour.

The way we perceive colour is never entirely objective, the use of colour in culture means we are guaranteed to make conscious associations with different colours and we will always make personal colour associations depending on our individual experiences. However, there are subconscious ways that colours can make us think, feel and behave- this is colour psychology. 

Many brand logos have become iconic because of their colours like Cadbury purple, Royal Mail red and even the yellow and blue of IKEA. However, when this integral design component is changed, what effect does this have on the consumer?

We teamed up with Karen Haller, the leading international authority in the field of Applied Colour Psychology to reveal just how important colour is to some of the UK’s leading brand logos.We took 9 of the UK’s leading brands ranked by BrandIndex Index score and switched the logos to the opposite colours on the colour wheel. Karen has then revealed what effect this might have on the consumer to affirm just how powerful colour can be in branding.

Cadbury- affordable luxury to an optimistic treat

Karen said: “When we think of Cadbury, the colour that springs to mind is none other than the iconic purple. Dark purple conveys the message of quality and luxury, and what Cadbury is saying is they are an affordable, everyday luxury. Not just for special occasions.

“If Cadbury changed its branding to bright yellow it would instantly lose brand recognition. Its entire marketing message would no longer be about affordable luxury, instead, the message would focus on yellow’s positive psychological traits which are uplifting and happy.”

Royal Mail- eye-catching icon to indistinguishable

Karen said: “Although red is not the most visible colour in daylight, having the longest wavelength, red appears to be nearer than it is. It grabs our attention first, making red the ideal choice to spot from a distance. Like most iconic brands, Royal Mail use a specific red to ensure its brand is instantly recognisable.

“If Royal Mail went back to green, even with a bright, vivid green, whilst better than the dark green of the 1800s, it would still be difficult to spot and lose its iconic presence and status.”

IKEA- everyday function to childish playfulness

Karen said: “The positive psychological traits of blue conveys reliability and dependability: IKEA is knowledgeable in what it does and can be trusted to deliver. If IKEA was just blue, it could come across as a very corporate brand, focusing on the functional side of the business, likely coming across as cold, impersonal, and unfriendly. The addition of yellow adds happiness, warmth, and cheerfulness.

“Change the brand yellow to orange and the focus would shift more to one of fun and play. There would be a sense the brand was more child-focused, making it appealing to families with young children, but it might alienate its core age group.”

John Lewis- sophisticated elegance and exceptional quality

Karen said: “From a colour psychology perspective, brands who use black convey sophistication, elegance and class. They are innovative and see themselves as an industry leader.  Think Black American Express, Chanel and Cartier- aspirational with an air of exclusivity.

“There are brands which use black because they aspire to appear this way. However, it’s not just a matter of changing a brand’s colour. Fail to deliver on the promise, and a brand can very quickly come across as cold, unfriendly, unapproachable, and uncaring.”

Netflix- serial excitement to natural zen

Karen said: “There’s a reason why red is used in cinemas and theatres. When we sit on red seats, it encourages us to get excited, full of anticipation for the show to begin. This is because, in colour psychology terms, red stimulates the physical. It raises the pulse rate. By using red in its branding, Netflix is building on that emotional experience and association we are already familiar with.

“There’s no doubt that Netflix wants to get noticed and be seen. Red is the perfect colour because its wavelengths advance towards us the quickest, meaning we see red before any other colour. This ensures its logo stands out amongst its competitors.

“If Netflix changed its brand colour to green, we would straight away lose that sense of anticipation, that excitement. Instead, we’re being encouraged to relax, unwind, like we feel when we are out in nature, amongst the trees.”

Boots- knowledgeable care to playful frivolity

Karen said: “Over 80% of healthcare companies have logos that feature dark blue. The positive psychological traits convey credibility, trust, knowledge, and professionalism, along with logic, rationale, and efficiency. In the context of healthcare, you want your healthcare professional to be calm and focused and dark blue aids in focusing the mind.

“If Boots were to change its core brand colour to orange, we would see it as being fun and playful, not really what you want from your chemist when you need professional advice? Depending on the amount of orange it used, we might even feel the adverse effects of orange and see it as being frivolous which is not what we want from a chemist.”

Cathedral City- indulgent treat to diet option

Karen said: “One of the many ways a brand can choose its colours is through an association, something symbolic or culturally significant. Perhaps the “rich, regal garnet” of Cathedral City’s core brand colour has been based on the liturgical colours worn by priests at the nearby Wells Cathedral, Somerset.

“When it comes to food packaging, over the years, blue has become associated with low fat and dietary products. When we are in the dairy aisle of the supermarket, we can easily spot these products- blue becomes a helpful navigation aid.

“We take in colour before anything else. If Cathedral City were to change its brand colour to all blue, we would make the initial assumption that all its products were now in its ‘lighter’ range, potentially losing customers who were looking for a full-fat rich cheese.  Using too much blue on the packaging could also activate our instinctive response to blue and food, which is to see it as poisonous and unsafe.”

Visa- dependable service to unattainable opulence

Karen said: “Dark blue is a colour that many major financial brands have used to assert their authority as being reliable, trustworthy, and dependable. These positive psychological traits show they are conservative by nature, not rash or impulsive. They want to show they are a safe pair of hands with managing our money.

“If Visa switched to just using gold, that sense of accessibility, and the notion of its an ‘every-person’ card is now gone. Gold branding gives the impression of prestige, desirability and of exclusivity. It’s creating the illusion this brand is now unattainable for its  core target market.”

Samsung-trustworthy communications to premium exclusivity

Karen said: “Dark blue, when it comes to colour psychology, conveys trust. Samsung’s colour scheme suggests they are reliable and not a brand that takes risks. It is a knowledgeable and a leading authority in its field. Dark blue also communicates they are cool and calm under pressure.

“If Samsung changed its brand colour to gold, straight away it looks like a far more premium or a high-end product. Gold creates an air of exclusivity so Samsung becomes an aspirational brand and no longer a brand for everyone.”

Methodology:

We took 9 of the UK’s leading brands ranked by BrandIndex Index score which takes into account consumers’ perceptions of a brand’s quality and reputation amongst other factors and switched its logos to the opposite colours on the colour wheel. Having studied colour for over 20 years, Karen Haller, a leading international authority in the field of applied colour psychology, specialising in business brand colour, revealed what effects this might have on the consumer.

For many of us, when we think of a polo shirt it’s one which is emblazoned with a logo. The logo polo shirt is simple and understated, and it’s for this reason that many brands choose to get custom embroidered or printed polo shirts for their business. The custom polo a ubiquitous sight on most high streets, usually seen with just one block colour all over, with a logo on the left breast.

The other place you’re likely to find the logo polo shirt is in sportswear. Smart, but still with an easygoing air, the shirt has been embraced in sports for the same reason as it’s been adopted by brands. Boasting the combination of smartness with a loose, airy fit, it’s seen the shirt popularised in tennis by Fred Perry, where there was (and still is at Wimbledon, at least) an emphasis on keeping up a genteel appearance even as you compete at the top tier of elite sport.

But how to make sure that your own logo polo shirt is up to scratch? The simple things are often the hardest to pull off, and with plenty of other brands proffering their own examples, it’s vital to make sure that you get yours right. Here we offer four tips on how to make sure your polos are as good as they can be.

4 insider tips on how to create awesome logo polo shirts

1. You can use embroidery or screen printing

For polo shirts, it’s possible to screen print or embroider your design – but we’d generally recommend using embroidery for best results. If you’re really keen to screen print, we’d recommend using higher quality polo shirts to ensure you get best results (like those by Stanley Stella, for example.) In both cases, the minimum order is 20 units.

2. Keep it simple

Whether you’re using screen printing or embroidery, you’ll get best results by keeping your design simple. For embroidery, in particular, text and simple line graphics work best, and we advise to use a design no smaller than 50mm. In the case of logo polo shirts, it means that if you have a complex or super-detailed logo for your brand, then it would be advisable to adapt it. Bring out the key aspects for a clean and simple approach – that way, the finished product won’t have any issues with the embroidery.

3. Think creatively about embroidery

If you decide to use embroidery for your shirt, then it’s worth thinking about ways to toy with the medium. Compared to screen printing, there’s a tactile side to embroidery that can be interesting to play around with. For example, by using thread that’s the same or similar colour as your garment, it can create a subtle effect that will catch people’s eye once they notice it.

4. Consider using special threads

Another great thing about embroidery is the special, attention-grabbing threads which you can use for your design. These can come in a range of options such as neon or metallic. Of course, this depends on your brand identity and the style you’re looking to suggest, but it’s worth considering for a small splash of something different on your designs.

Want to create your own polo shirts? ICON Printing offer fast turnaround printing on a range of garments, counting a number of clients ranging from such as WeWork to Boiler Room and the Tate. Get a quote in 2 minutes online.

A custom jacket is a rare, refined kind of garment. Brands or businesses creating a custom jacket are looking to create a unique, super-quality product. This means that’s important to get it right.

Similar to hoodies, a jacket is an item that can find its way into being an everyday mainstay. They’re usually one of the most pricey lines of clothing. By the same token, this means they can be adopted as one of the most highly cherished items in someone’s wardrobe.

What’s more, there are more likely to be issues with printing onto jackets, due to the different shapes, designs and designs they come in. So it takes careful consideration to make sure the product you create is up to scratch. With this in mind, we’ve pulled together our top tips on the pitfalls to avoid and the aspects to keep in mind when designing a custom jacket.

4 tips on how to design a killer custom jacket

1. Use a simple design

One thing to note about custom jackets is that it’s not possible to do direct-to-garment (DTG) printing. This means that your main options are transfer printing, screen printing or embroidery (or a combination, of course.) Whereas with DTG it’s possible to print photos and super-detailed designs, these other methods get better results with simple designs. So this is something to bear in mind when planning your design.

(Read more on DTG and Screen printing; transfer printing; and embroidery from our blog.)

2. Choose your jacket carefully

In many cases, clients we work with will supply their own jackets. This of course gives you greater freedom in the garment you choose to customise, but it’s worth bearing in mind how suitable the jacket will be for customisation. For example, certain details, like the lining or the pockets, can mean that it’s not possible to do screen printing. Additionally, we ourselves offer a big range of jackets, all of which are created to be used for customisation, meaning that you’re much less likely to have issues with the finished product.

3. Use the right kind of file

One small but important detail to remember: the file type you use when sending over your designs. For all of the methods that we use for jackets – that is, transfer printing, screen printing, DTG and embroidery – we ask for vector files rather than raster files. If you need help with this, we can usually offer a service to vectorise your design, so just get in touch to discuss.

(For more on file types, check our blog for a beginners guide to file formats for custom t-shirt designs.)

4. Discuss different options with us

As has hopefully been made clear, there’s a lot to consider when it comes to custom jackets. Perhaps moreso than any other merch item, there are many variables which can affect what’s possible – and, most importantly, what kind of final result you’re going to get. So we recommend getting in touch to discuss what you’ve got planned, as we’re always open to discussing orders and offering our input on what would work.

Want to create your own custom jackets? ICON Printing offer fast turnaround printing on a range of garments, counting a number of clients ranging from such as WeWork to Boiler Room and the Tate. Get a quote in 2 minutes online.