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ColorMost of the time we use color as a Signifier, or asan Identifier. Generally speaking we do not usecolor in a pictorial manner. Therefore, we tend toprefer a primary palette of Red, Blue, and Yellow.This may seem restrictive. This doesn’t mean thatwe do not like colors or that we are not sensitive tothem.It merely means that most of the time we like touse color to convey a specific message, therefore,we tend to use it more as symbol or as anidentifier. This is particularly true in CorporateIdentity Programs where Chromotype becomesthe Identifier along with the Logotype or otherdevices (morphotypes, phonotypes etc.)We have used the entire spectrum of colors toexpress moods, feelings, passions, connotationsand more. Color is a very important element inthe formulation of our projects, but, as we dowith typefaces, we have limited and articulatedour palette to express the message in the clearestand most understandable way. There are timesfor strong primary colors and times for subtlepastel colors; there are times for just black andwhite; and times where rich browns and heartycolors work more appropriately to the task athand. Appropriateness is one of the rules we use inchoosing colors knowing how effective it can be touse the right color at the right time.78