theSQUAD, Brand Identity, and Springbok Pride


Event Insights


You, the reader!


A chromophile loves colour and seeks out creative ways to use it.

At theSQUAD we are undeniable chromophiles at heart. What does this mean? A chromophile is a person who loves, or has a strong affinity for, colour and continually seeks out new and creative ways to use it.


Artists and creatives have long believed that colour can dramatically affect moods, feelings, and emotions. Colour is a powerful communication tool and can be used to signal action, influence mood, and create physiological responses.


The psychology of colour in event production refers to the study of how different colours can influence human emotions, behaviours, and perceptions during events such as conferences, activations, launches, gala events and trade shows.


Colours have a profound impact on the subconscious mind and play a pivotal role in shaping our experiences and reactions. Event planners often use the psychology of colour to design a specific atmosphere and enhance the overall event aesthetic.


Put simply, colours convey emotions. This idea lies at the heart of the psychology of colour. Although the way we all react to colours is subjective, three psychological factors define these responses:

1. Aesthetic Response: When viewing a particular colour, or a combination of colours, do you find them visually appealing?

2. Emotional Response: How do specific colours make you feel?

3. Cultural Significance: Due to their presence in popular culture, some colours more readily convey specific emotions and concepts.


From a lighting designer’s perspective, this third factor is crucial. Using certain colours is one of the easiest ways to set the mood on stage. For example, red can express feelings of danger, warmth, or love, depending on the context.


Our own brand identity is a powerful mix of grey, red, and black. These potent colours interweave to show who we are:

Grey represents our intelligent and thoughtful side
• Underpins our commitment to research and balance.

Red is the heart of our brand.
• Passionate and bold.
• Embodies our drive to push boundaries and innovate.

• Reflects our passion, determination, and fearless creativity.

Black adds depth and timelessness.
• Signifies thought and meticulous planning.
• Highlights refined execution and professionalism.
• Underscores our focus on results that are aesthetically pleasing and strategically sound.


Together, red and black create a synergy, reflecting the dynamic energy and polished expertise we pour into every project at theSQUAD Creative. This unique blend captures attention, ignites curiosity, and leaves a lasting impression in the evolving creative landscape.


The Rugby World Cup is the hottest topic right now. We adore the green and gold of our South African team, but why are these representative colours? As per, the inaugural Springbok colours emerged in 1906 during the South Africa rugby union tour of the Northern Hemisphere.


The green symbolizes the beauty of our land, which sustained our ancestors for centuries, and the gold represents South Africa’s mineral and other natural resources. And the gold status of the quality of our rugby, of course.


So, next time we raise a glass or two during our World Cup matches, we’ll know the significance behind the colours. Go the Bokke!