AlinaWheeler-DesigningBrandIdentity

Phase 33 : designing identityColorColor is used to evoke emotion and expresspersonality. It stimulates brand association andaccelerates differentiation. As consumers wedepend on the familiarity of Coca-Cola red. Wedon’t need to read the type on a Tiffany gift boxin order to know where the gift was purchased.We see the color and a set of impressionscomes to us.In the sequence of visual perception, the brainreads color after it registers a shape and beforeit reads content. Choosing a color for a newidentity requires a core understanding of colortheory, a clear vision of how the brand needs tobe perceived and differentiated, and an ability tomaster consistency and meaning over a broadrange of media.While some colors are used to unify an identity,other colors may be used functionally to clarifybrand architecture, through differentiatingproducts or business lines. Traditionally theprimary brand color is assigned to the symbol,and the secondary color is assigned to thelogotype, business descriptor, or tagline.Families of color are developed to support abroad range of communications needs. Ensuringoptimum reproduction of the brand color is anintegral element of standards, and part of thechallenge of unifying colors across packaging,printing, signage, and electronic media.Color creates emotion, triggers memory,and gives sensation.Gael Towey, Creative DirectorMartha Stewart Living OmnimediaColor brand identity basicsUse color to facilitate recognition and buildbrand equity.Colors have different connotations in differentcultures. Research.Color is affected by various reproductionmethods. Test.The designer is the ultimate arbiter for settingcolor consistency across platforms. It’s hard.Ensuring consistency across applications isfrequently is a challenge.Remember, most of the world uses a PC. Test.Sixty percent of the decision to buy a product isbased on color.You can never know enough about color. Dependon your basic color theory knowledge: warm, cool;values, hues; tints, shades; complementary colors,contrasting colors.Quality insures that the brand identity assetis protected.Test your brand forproprietary strength.When you cover up youridentity is your brandstill present?Heidi CaldwellVP MarketingBrand Engine128