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- Colors are important
but not as crucial as you might think. Your logo should first
pass the "black and white test" before final approval.
If your logo doesn't look good in black and white, it won't look
good no matter what color scheme you choose. It's true that a
color version of your logo will substantially outperform a black
and white one by 300% or more. However, it's important to consider
that the ratio of black and white or one color impressions your
logo will make over it's lifetime is exponential compared to
color impressions.
- Below: The first logo seen here is the client's
first choice from the design concepts presented to him. He loves
the playful design and the colors that support the mischievous
personality of the company. However, when tested in black and white,
the logo becomes "muddy" and difficult to read. In the
third example below, we were able to "save" the design
for the client by simply removing the drop shadows surrounding
the text in the black copy- thus improving legibility.
- One thing you need to watch out for as you
explore color options is cost. A five-color logo may look terrific
on paper but can be extremely expensive to produce. A lot can be
done with one or two colors using tints to make the logo appear
more dynamic while keeping costs down. Try not to exceed three
colors unless you decide it's absolutely necessary.
- If you currently have existing corporate
colors in use, you undoubtably have some equity in them.
It may be a good idea to consider using those same colors
in your new identity for some continuity of brand. However,
it is possible that existing corporate colors may actually
be hurting the overall brand perception. In this case, LogoSharx
designers will recommend a change to the client. We will
also provide a complete rationale for the recommended change
of colors.
- There
are two basic ways to reproduce color on a conventional
printing press: using process colors or solid colors.
The process method typically employs four process colors-cyan,
magenta, yellow, and black (CMYK). The great majority
of full-color materials you see-magazines, direct mail,
and packaging-are printed using the four-color process.
Screened combinations of these four inks can reproduce
a wide spectrum of colors.
- The
other alternative is to use solid or "spot" colors:
The PANTONE color matching system
is the de facto standard for commercial printers, with over
1,000 colors from which to choose. Pantone
colors are used by professional print shops around the world.
It`s a universal color system that helps designers, print
shops and customers talk in one language. You
simply specify an ink color using a PANTONE formula guide
and the printer buys a container of ink mixed to match the
formula to print your job.ÊIt is the best, least-expensive
way to get a near-perfect color match.
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Corporate
Identity Design 
