Flymo, the hover lawnmower, was originally blue and only turned orange in 1977. This was in response to consumer research that claimed it made it easier to find in long grass. Orange, the telecom company, was founded in 1994. Brand consultants Wolff Olins developed the orange square to emphasise the colour, rather than the fruit. They drew on the Chinese aesthetic discipline of feng shui, in which orange is the colour of purpose and organisation, and is supposed to help focus concentration. In the same year, advertising agency WCRS came up with the tag line: “The future’s bright, the future’s Orange.”