Orange Product Branding (1970)

From DJ consoles to gold-plated drums, Orange explored bold ideas, launching strings, mics, guitars, and even a branded computer.

Cliff Cooper, Founder and CEO of Orange, remembers the strategy employed to expand Orange as a brand: “In the early years, we put the Orange name on all kinds of selected products that were music-industry related and that we believed had real demand. We started with the Orange DJ Consoles, followed by guitar and bass strings, which, yes, were actually orange, and sold extremely well.

“Microphones came next: anti-feedback condenser models with a hypercardioid pattern for a more directional response. These mics were virtually indestructible and originally silver in colour. Later we had them enamelled in four different finishes and supplied them in carry cases. They were manufactured for us by Calrec in West Yorkshire and were equally suited to live use or studio recording.”

Drums, Strobes, and Statement Pieces

“Drums were added to the range and made for us by our French distributor, Capelle. The first set we received had its hardware plated in 24-carat gold, which immediately grabbed the press’s attention and helped launch the Orange drum range.

“We also sold stroboscopes, which were hugely popular at the time, alongside a growing line of Orange-branded T-shirts and caps. These helped spread brand recognition and kept the Orange name visible on stage and off.”

A Guitar, A Computer, and a Bit of Gold Dust

“We also designed an Orange electric guitar, built for us by the respected American luthier Randy Curlee. Only six were ever made, and to date we’ve only managed to trace one, still owned and played by John Miles. These guitars were beautifully crafted, sounded great, and I wish I’d kept one for myself!

“In the late 1990s, we even introduced the Orange computer tower, a bold step into the digital world that reflected the brand’s long-standing love of innovation and design.”