
At MySpace we have been working quite hard recently to rectify the shambles that is the MySpace brand. As I was spending a lot of time thinking about branding and the Internet I noticed this phenomenon quite early on.
I think it is actually more difficult to try to think of web brands that are not blue rather than ones that are. I really doubt there is any other industry in the world where all of the major players have brand colours so close to one another.
As far as I can tell there could be two possible explanations for this (if you come up with any others I'd be happy to hear them!) The first is that blue, Google's blue, is the default colour for links in HTML code. I am certain this is the reason for the colour being included in Google's branding, But it is also possible these other brands have used blue variations to insure their sites and brands look good with the standard blue links. However since CSS (the code and not the band) this argument is not particularly valid because of course you can change links to which ever colour you want. The other is simple copying. The Internet is relatively new and most of these brands were probably created within a year or two of one another by "techy" people with out much creative concern. So it is also possible that a start up would look to the bigger established brand and try to somewhat align their look with the known brand. For example pre 2007, when Facebook was being created MySpace had a darker greyer blue, so for a while these brands colours were virtually identical I'm sure this was not a coincidence. They are still the only two with gradient free logos. I might be wrong but I think AOL in the late 90's was black and yellow. If this is correct then it means sometime since then they have switched to the standard blues. Though I have not included them in the image Bebo has also added quite a bit of blue to their splash page. They didn't go so far as adding it to their main brand colours but it seems they didn't want to be left out.
In the last 10 years these brands and great creative agencies have put a lot of work and research into defining their brands and the blues continue to be added. Is it possible that an industry identity is forming and for a brand to be a force in that realm it needs to slot itself into the industry look? That would be a bit of a shock but the more I think about it the more it seems to be the case. Twitter has even spawned a sub-industry brand around the word tweet and its variants (of course all blue in colour). If you have any thoughts on the matter or have worked on the branding for any of these companies shoot me email, I'd love to hear what you have to say.