Why orange?

Why did we choose orange as our principal colour? I was asked this very question recently and said it reflected the vibrancy and depth of the services we deliver. That's true. However, reading a book recently the colour orange added pertinance. 

On a recent break with my family, I read "Hacienda, how not to run a club" by former New Order bassist, Peter Hook. It's a good read. During my page turning antics, this extract leapt out. It's everything you want to know about Oliver Myles Marketing. 

I like that.