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maggio 18, 2021 - Mazda

Celebrating Red: The Colour of Emotion

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Red is no ordinary colour. Scientifically speaking, it might be nothing more than light with a wavelength of 600-780 nm being reflected off a surface. But almost from the beginning of mankind, this hue has captured the imagination of humans like no other. When our prehistoric ancestors first mixed ground ochre stone with water to make a reddish paste, one of the first man-made colours was born.

Since then, red has taken on many meanings across cultures, from burning love and raging anger to royal power, prosperity and happiness. The common theme? Around the globe and through the centuries, red is associated with powerful emotions. Deep in our subconscious, it makes us think of sensuality, passion – and yes, a hint of danger.

No wonder, then, that in the #automotive world the colour red has historically lent itself to the exciting and emotive sports car segment. Red cars are seen as faster and sportier; drivers as daring and unconventional. In the more restrained mid-size and SUV segment, by contrast, the boldness of emotion expressed by a red car is more of an outlier – neutral colours like white, black and grey prevail. In 2020, only 6.7 percent of all newly registered cars were red. Not so at #mazda: Here, that number is 27.2 percent, higher than any other #automotive brand. It is safe to say that #mazda – and fans of the brand – have always had a special connection with the colour red. Passion and an emotional connection between the car and the driver, after all, are at the very heart of the company’s DNA.

When #mazda made its first foray into the passenger car segment with the #mazda R360 Coupé, ‘Mazda Red’ was already one of the options available to customers. Over the years, red gradually established itself as the standout colour for the Japanese manufacturer.

Through the decades, there have been many iterations of the iconic hue: From the orange-toned ‘Sunrise Red’ of the RX-7 to the deep ‘Burgundy Ice Metallic’ of the popular 323 and 626 series to the bold and bright ‘Classic Red’ introduced with the legendary #mazda MX-5.

Overall, more than 100 shades of red have helped express the determination and passion at the heart of #mazda and all its vehicles. A message that clearly resonated with #mazda fans around the world.

A new chapter of red was begun with the introduction of Kodo #design 2012. The #design language aims to capture the beauty of motion in a still object through flowing, dynamic shapes. The #design team eliminated all character lines in the car’s side panels, creating a blank canvas for the light to paint on. As shadows and sunshine dance across the body panel, this unique shape creates continuously changing patterns that give the illusion of motion, even as the car is standing still. To bring the Kodo #design to life even more, #mazda designers created a new brand colour called ‘Soul Red’: A vivid and highly saturated hue that’s perfectly attuned to the new #design language.

But true to #mazda fashion, Keiichi Okamoto and his team were not quite satisfied yet. Together, they set out with the ambitious goal of creating the world’s most beautiful red. A red that looks bright where the light hits it and rich and dark in the shade; one that transports a depth of colour that almost seems translucent. “I want a deep shade of red like the translucent red of rubies or of red glass,” Okamoto said – and his team set to work. The result was presented in 2017 with the launch of the brand colour ‘Soul Red Crystal’.

o create this gorgeous and complex shade of red, #mazda developed a radical new approach to the painting process. ‘Soul Red Crystal’ is applied in a three-step process: The first coloured layer of paint includes two different types of aluminium flakes – one highly reflective, the other light-absorbing.

The distribution of these flakes is meticulously controlled in order to achieve the ideal dispersion of light and darkness across the entire vehicle body. The second, translucent layer includes high-chroma pigment that adds to the depth of colour without obstructing the light from hitting the aluminium flakes underneath. A third, clear top layer adds extra gloss and protects the body paint against environmental influences. The result is vivid and alluring colour with 20 percent greater colour saturation and 50 percent more depth than the original ‘Soul Red’.

This extraordinary effect was only possible by focussing on the very essence of red – no added orange or blue pigment has a role in creating the magma-like highlights and deep, dark shadows of the current brand colour.

The hue is therefore in perfect harmony with Mazda’s overall Kodo #design philosophy, which aims to express the beauty of motion itself through simple yet expressive and emotional designs. What better colour to support this vision than red, the most emotional colour of them all.

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