This year it’s Ultra Violet; the single colour chosen to be a sign of the times; reflecting the current cultural climate.
According to Pantone (Pantone Colour Institute), the universal standard for talking about colour across all industries, this year is Ultra Violet – 18-3838TCX. It is ‘provocative and thoughtful’ and “communicates originality, ingenuity and visionary thinking.”
Culture, fashion and politics all generate colour trends. Consider: high street fashion tends to earth neutral colours during a recession. This is not the whole story though. Simply put - everyone interprets colour differently. (We don’t mean colour-blindness, although that can be a factor, too.)
When we present initial concepts to you as a client in black and white, we’re avoiding a potential pitfall. Maybe you have fond memories of a blue car, while another person may associate the same shade with a hated uniform?
Having made an initial consultation on design then we’ll present any variations of a logo in just the one colour. You may hate the red we’ve used for the logo - but at least you hate each variation equally. Should you use colour to stand out from the competition?
If you are considering energising your brand then adopt a strong, own-able colour palette. You’re setting out to create something that is distinctive so that your brand won't be confused with others.
For our clients in PMR (Private Mobile Radio) the general feeling is that the industry is very conservative in terms of colour. Blue’s a popular choice. If you move away from that; is that dangerous and risky for your brand?
Google tells us “Blue is the colour of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, and truth. Blue is considered beneficial to the mind and body and produces a calming effect.”
Not so long ago a logo had to work on the side of a vehicle and on a polo-shirt. Now it must work small, big and in mobile; it gets shared, it gets incorporated into a social media conversation; the list is endless. And no, you can't colour-correct it. And yes; it’s only going to become more complex.
Our advice is simple. Regardless of colour - be sure your logo stands on its own.