Here below, two other quotes about the Orange shop are extracts from Orange: 40 Years of a Brit-Brand, also available later this year as part of the 40^th anniversary celebrations.
With previously unpublished photographs of the shop from the company’s archive, this large-format book evokes the mood of those early days in the late 1960s and early 1970s when Orange literally changed the face of musical instruments retailing.
The following memory from Dennis Sinnott,  Head of Orange Publishing from 1977 to
the present day, gives you some idea of just how revolutionary the Orange brand was virtually from day one – the 2^nd September 1968: “I heard a lot about Orange in the early 1970s when I was Head of Copyright at EMI. The first impression for me was seeing this amazing 100-watt Orange amp which was selling in the Orange shop for an unbelievably low price – I think it was £35 in the sale.  All the kids were going crazy….they were lining up the whole length of New Compton Street.
Before that, I remember walking along Charing Cross Road and seeing a psychedelic shop, the front was a really bright orange colour, you couldn’t really miss it.  I also remember seeing a young guy there who I later found out to be Cliff Cooper.   I was just fascinated and I thought to myself,  ‘God, this is all so new and different.‘ “

But, as Cliff Cooper explains, being revolutionary and so very different did present
obstacles and challenges: “The Council were also receiving complaints about the luminous orange colour of the front of the shop and threatened to terminate our lease, but we stood our ground.”
Some of those complaints came from the very jealous old-guard: rival retailers who were seriously displeased about this new arrival on London’s West End scene, and who resented the fact that the Orange shop soon became the meeting place for names such as Eric Clapton, T-Rex’s Marc Bolan, Fleetwood Mac’s Peter Green, John McVie and Danny Kirwan, Free’s Paul Kossoff and many other great guitarists. And the book will tell you more about the dirty tricks used by competitors in their efforts to close down Orange’s business.

They failed ; the shop was a huge success, and the logo looks as cool today as it did back then; the psychedelic 40^th anniversary logo remains a great and colourful symbol of Orange’s staying power.