Seriously Yellow.

Monkey Business keeps getting critics from the people who doubt our possibilities to be a ”real company” as we are. One day it’s about the unpromising name, the other day it’s about the seemingly small amount of work we do. One critical friend shared his opinion about the color, too: no serious company has a yellow brand! Yellow is associated with fun, joy, play, holiday…but not with serious business. ”Name me a serious company having yellow as a brand color?”, he challenged. Not that I’d be obsessed with a question, it just turned out that looking for serious yellow companies became a fun habit 🙂 Now, in the sunny yellow lightness of one of these Finland’s midsummer nights, I want to share some of these yellow findings, for example:

SOL Palvelut, a big grown Finnish service business offering laundry, clean-up and staff leasing services, employing 9000 people in 4 different countries and having made a turnover of 157 million euros in 2009. In SOL yellow means the sunny positivity and the culture of freedom and responsibility. Employees can decide how they want to work and what kind of working environment they like. They were in charge of the decoration in the headquarters, too, and therefore SOL City, the uniquely and wildly designed headquarters of the company, is one of the most desired visiting destinations for the international business groups visiting Helsinki. In the past I worked for SOL Palvelut, and still remember the very positive working culture in there. I felt like part of the team and responsible, but free from the 8am to 4pm routines and having all the power to improve my work and be in direct contact with our partners every day. It was seriously yellow.

DHL Express, a German transportation company offering tailored, customer-focused solutions for managing and transporting letters, goods and information. This company made it to this list for two recent reasons. Firstly because we spotted it’s yellow transporter at our yellow office parking place, delivering goods for one of the companies we are neighboring, and secondly because it offered us a smooth solution for serving our superheroe guest when she left to Paris forgetting her iPhone in Finland. DHL delivered it to her to Paris overnight, taking a service time of 10 hours with a price of 155,55 euros. 7 hours delivery would have also been available. Why DHL is recommendable for anyone in need of express delivery? 1) It transports phone batteries, unlike the express delivery operator recommended by the Finnish main post service Itella, for example. 2) Even being a German company, has it’s web pages nicely in Finnish unlike it’s US competitor FedEx, for example. These primary reasons made us to choose for DHL, and surely we supported the yellow color, too.

Eniro with yellow Pages. Not so long ago I received a phonecall from Eniro, the leading contact search company in the Nordic media market listed in Swedish stock. Eniro was renewing it’s Yellow Pages direct search media, and asked if Monkey Business wanted to be found from there. It could have been a traditional sales call, but the first line, a question of Eniro’s agent, changed the system radically. She asked: What is this Monkey Business doing? I went: We make the world more yellow by improving supportive communication systems. She replied: Hhmmm…ahhaa, sounding like trying to construct a thought in her head before voicing it out: “Then we are in the same business! Eniro Yellow Pages is trying to make the world more yellow by improving the communication systems by creating the connections between people.” It was a good talk with the senior sales agent of Eniro who made me think that in fact it would be cool to do one joint project with Eniro. As a company, Eniro plays in another league, but we share the yellow!

These were just some examples of the yellow and serious brands. What we as Monkey Business mean and want to communicate with the yellow color is that we are all about serious fun, positivity and good vibes in communication. Yellow is the mood of action that produces good feeling and good results by empowering people.

Can you name and describe more examples of the serious yellow companies?

With all my yellow (as Johanna would say!),

Henna Monkey

P.S. Bananas are yellow, too. And very serious business, too.

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