![]() All the 16.8 million colors that the human eye can perceive are all made by visible light, all possible on computer and television screens, and all expressed as formulas of red, blue, and green values. Light, as you may recall from junior high school, is the visible segment of the radiation spectrum. The web, ebooks, and video mix light to produce color. More to the point of this article, the colors are very important to each brand and never applied haphazardly or roughly translated between media.ĭifferent mediums produce color using different materials, methods, and formulae. The list of brand-crucial colors stretches on, across all industries. More aprons, this time in orange, even more readily identify the Home Depot brand. What could brown do for you if it wasn’t so intrinsic to the UPS brand? Millions of people start their days with the signature green aprons, cups, and wrappers of Starbucks. Where would Barbie be without her signature pink? Mary Kay and T-Mobile are also identified by their own unique, trademarked hues of pink. Few people on Earth don’t instantly connect and equate that unique and almost ubiquitous shade of crimson with Coca-Cola, even when the color is far removed from a can, bottle, or white swoosh. ![]() It’s a registered trademark color vigorously protected in every country in the world. As valuable as those pieces of intellectual property are, none is more so than the color Coca-Cola Red. EQUATING COLOR WITH YOUR BRANDĭepending on your business, what it does, what it stands for, color may be an important visual element of your brand or the most vital.Ĭoca-Cola owns several truly iconic trademarks such as the flowy script of its logo, the shape of the classic Coke bottles. You learned to document through text and visuals rules required sizes, placements, and spacing around the logo, alignment of the logo relevant to specific surrounding elements, and other common brand style guide requirements for consistent logo application. You learned how to manage and organize your different logo editions for easy access by any teammate, partner, or client, as well as how to communicate logo usage guidelines and proper treatment for each rendition of the logo right within the logo file itself. You created different versions, color spaces, and formats to account for its use in any situation and medium, including print, on the Web, in ePUB and fixed-layout ePUB, video, and other media. In the previous installment, Part 2: “Defining and Communicating Your Logo Uses,” you learned to think of your logo in terms of an asset that must be protected through strict usage and placement rules. Part Four: "Defining Your Brand Typography".Part Two: “Defining and Creating Your Logo Uses”.Part One: “Creating a Brand Style Guide”.The following video released from the Pantone Color Institute Introduces the Pantone Color of the Year 2021.PART THREE OF CREATING A BRAND STYLE GUIDEĬreating a Brand Style Guide Series is written by Pariah Burke, consultant and trainer for creative, publishing, and editorial professionals. Pantone is also commonly referenced in fashion design, which can often influence graphic and web design. ![]() A downside to using Pantone color schemes is that if you have low-cost or open source software, the colors won’t be accepted in the programs. The Color Guides are released every year so that designers don’t hold on to dated copies that have faded overtime. It’s a clearly defined color labeling system that lets graphic designers all over the world communicate about specific colors without losing tints or shades and preserving the exact pigment desired in printed materials.įor marketers where brand preservation is paramount, the Pantone color scheme is especially important because of a convenient color match feature used through a set of hard copy Pantone (or PMS) Color Guides. Every color is labeled as ‘PANTONE 1234 C’ with variable numbers and letter exchanges. Pantone colors used in print also follow a numeric color code system. The codes behind these types of colors help websites load faster, which means users won’t click away from a slow-loading site and businesses won’t lose business for poor web performance.
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