# What white means in branding

> What white means in branding, a short history of the colour and brands known for it, with sources. Open it in a free palette tool.

Web page: https://davidewins.com/colours/white

Swatch: #f7f7f5

Surveys in Europe and the United States link white with perfection, the good, honesty, cleanliness, the beginning, the new, neutrality and exactitude. In many Asian cultures it is also the colour of mourning.

Survey words: perfection, honesty, cleanliness, the new, neutrality.

[Build a palette from white](https://davidewins.com/colours?base=f7f7f5)

## History

- Priestesses in ancient Egypt and Rome wore white as a symbol of purity, and Romans wore white togas as a sign of citizenship.
- The pope has worn white since 1566.
- From the 18th century, neoclassical government buildings were built white, and 20th century modern architecture used it as a symbol of modernity and simplicity.

## Sources

- [Wikipedia: White](https://en.wikipedia.org/wiki/White)

The swatch is my own pick of white, not an official value.