The Orange Graphics Explained (1971)

Inspired by road signs, Orange introduced graphic amp symbols and comic-strip ads, two visual ideas that became part of our identity.

“I got the idea for graphic symbols on our amplifiers when I noticed the new road signs that suddenly appeared in the late 1960s,” remembers Cliff Cooper, Orange Founder and CEO. “Instead of words, they used graphic symbols. In 1971, I suggested to the team that we do the same on our amps — create our own custom symbols. I wanted us to stay one step ahead.

“Years later, when we started manufacturing again in the 1990s, we decided to keep the graphics. By then, these ‘hieroglyphs’ had become part of the Orange identity.”

From Hand-Drawn to Iconic

“The Orange logo you see on our amps today is typographically perfect, but the original version was completely hand drawn. Back then, there were no computers to design logos — you had to hire an artist and work with tools like French Curves to get it right. That original, slightly rough-around-the-edges charm is still part of our visual heritage.”

Ahead of the Curve

“Orange was also the first to use comic strips in trade press ads back in the early 1970s. It was a fun, fresh way to promote our gear, and unsurprisingly, it didn’t take long before other companies started copying the idea.”