A Sound Worthy of a Crown

A Legacy of Loudness and Innovation

Few brands in the music industry carry a visual identity and sonic character as unmistakable as Orange Amps. Known for their bold orange cabinets, raw tone, and rebellious spirit, Orange has carved its place in music history as one of the most distinctive amplifier manufacturers in the world.

But behind the iconic look lies a story of creativity, risk-taking, and relentless innovation that spans over five decades.

The Beginning: A Vision Born in the 1960s

The story of Orange begins with its founder, Cliff Cooper, a musician and electronics enthusiast with a passion for sound.

Before Orange even existed, Cooper was already experimenting with audio technology. In 1966, he developed the CTI Pixy Mk V, one of the earliest portable practice amplifiers—a precursor to modern headphone amps.

By 1968, Cooper opened a small music shop in London’s West End. Due to difficulties sourcing equipment, he began building his own amplifiers.

That decision would change everything.

1968: The Birth of Orange Amps

Orange officially started in 1968 as a vibrant shop in Soho, London. It wasn’t just a store—it was a hub for musicians, creativity, and experimentation.

The shop quickly stood out:

• Specialized in second-hand gear (unusual at the time)
• Featured a recording studio in the basement
• Introduced original British-made amplifiers

This combination helped Orange develop a unique identity early on.

Creating the Orange Sound

Orange didn’t just build amplifiers—they created a sound.

Early Orange amps were developed in collaboration with engineers from Matamp, shaping what became the classic Orange tone:
warm, thick, powerful, with a distinctive midrange character.

Musicians played a key role in refining this sound. Artists like Peter Green and Paul Kossoff helped influence circuit designs that defined the brand.

Soon, Orange amps were used on major recordings—including work by Stevie Wonder—bringing international recognition.

Innovation and Expansion in the 1970s

The 1970s marked a golden era of innovation and growth.

Key milestones included:

• “Pics Only” amplifiers – controls represented with symbols instead of text
• Large speaker cabinets – massive sound and stage presence
• Bexleyheath factory (1973) – larger-scale production
• OMEC Digital (1975) – one of the first programmable guitar amps

Orange wasn’t just building amps—they were pushing the boundaries of amplification.

Beyond Amplifiers: The Orange Ecosystem

Orange expanded far beyond amplifiers, creating a complete music ecosystem:

• Orange Studios – world-class recording facility
• Orange Records – supporting artists
• Orange Agency & Management – tours and artist management
• Orange Hire – supplying major events (including the 1972 Munich Olympics)

This level of expansion showed Orange’s ambition to shape the music industry on multiple levels.

Challenges and Comeback

Despite its success, Orange faced setbacks.

By the late 1970s, production slowed, and the original shop eventually closed.

During the 1980s, the brand operated on a much smaller scale.

In the 1990s, Orange made a strong comeback:

• Gibson reissued Orange amplifiers
• Cliff Cooper regained control
• New models like the AD30 revived the brand

Artists like Jimmy Page helped bring Orange back into the spotlight.

Modern Era: Innovation Meets Tradition

In the 2000s, Orange successfully blended heritage with modern innovation.

Notable developments include:

• Rockerverb series (2003) – widely used in rock and metal
• Tiny Terror & Crush series – accessible to new players
• Thunderverb 200 – high-powered performance
• Orange OPC – amplifier + computer hybrid

Through it all, Orange maintained its signature analog warmth and iconic design.

Iconic Design and Identity

Orange isn’t just about sound—it’s about presence.

The brand stands out through:

• Bright orange finish
• Psychedelic logo and artwork
• “Pics Only” control panels

These elements created a brand that is instantly recognizable on any stage.

Global Recognition and Legacy

Today, Orange is a globally respected brand, used across genres.

The company remains:

• Independently owned
• Led by Cliff Cooper
• Committed to innovation and quality

Orange has earned multiple Queen’s Awards for Enterprise, recognizing its global impact.

More Than an Amplifier Brand

Orange Amps is more than a manufacturer—it’s a symbol of individuality in music.

From a small London shop to global stages, Orange has stayed true to its identity:

• Bold in design
• Unique in sound
• Fearless in innovation

For over 50 years, Orange hasn’t followed trends—it has created them.

And that’s exactly why it continues to inspire musicians around the world today.