The Logoform article we wrote for Grafik is now live. http://www.grafik.net/category/logoform/b-w-friday
Every organisation, big or small, at some point chooses brand colours to represent them. Recognisable brand colours can reinforce your brand identity without a single word or graphic. When faced with a rainbow of choices in representing your brand, how does one choose? Here are a few quick thoughts on working with colour in branding.
When asked to imagine a 'premium' colour, one may think of dense metallics or a rich purple hue. A bright turquoise blue may not immediately spring to mind, but in the case of Tiffany & Co, they have used it on all of their communications to great effect. Tiffany & Co have even trademarked their Tiffany Blue (Pantone 1837 for the year of their founding). Although the origin of the colour itself has not been completely verified, the Tiffany blue box which packages the purchased jewellery has achieved cult status and has led to the amplification of the brand's colour. "Tiffany has one thing in stock that you cannot buy of him for as much money as you may offer, he will only give it to you. And that is one of his boxes."
Stand out in your sector
Have a look at your sector, if everyone else in the sector is green, red or blue, pick a different colour combination and stand out. Don't drown in a sea of red. This approach works well for Amnesty International with its yellow and black clashing combo. These colours suggest an edginess and power that sets Amnesty apart. Their brand colours also demonstrate that urgency can be represented in an alternative way from just using red.
Gone are the days of extremely restrictive brand guidelines and mindsets keeping brands to one colour. Going multi-colour has its advantages. The set of colours that you choose will become unique to you and show that you aren't a one-trick pony; that you are rather more versatile. Just make sure to be consistent or it might confuse. Google has shown with its brand colours that this approach can be mastered without using a single piece of type or imagery.
We were very pleased to be included in Design Week's opinion piece, 'Could you pick a favourite font? We asked designers to do just that...'
Our answer: I love typefaces that are multi-functional, such as Joe Hills’ Braille typeface, which combines braille with letterforms. Also, Bic’s Universal Typeface is interesting because it compiles 1.7 million individual handwritten letterforms to create a typeface representing global personal expression. While at Johnson Banks, I worked with Michael Johnson on Phonetikana, a bilingual typeface, which enables people to read both English and Japanese at the same time. This drew on my experience of both languages. I am convinced that more multi-functional typefaces would help to bridge divides.
Please see Design Week's post to find out how other top UK designer and thinkers like Dan Rhatigan, Nick Asbury, Simon Garfield, Anthony Burrill and Aaron Skipper replied.