Lately we’ve been talking with clients that want to refresh or update their web presence, logo and/or collateral. As with all design considerations, we can’t stress enough the importance of color and selecting the right colors to reach the target audience. Every color evokes a certain sense or feeling and if you choose the wrong color(s) to portray your business, it could be a mistake. Color palates are often categorized as classic, modern, contemporary and so on. Think of how color can enhance your brand, rather than contradict it.
When selecting a color scheme, consider colors that resonate with your industry and audience. For example, if you own a cupcake shop the colors should be bright, upbeat and inviting, not drab and dreary. Also, test the colors on your website in every browser (IE, Firefox, Chrome) to ensure it looks the way intended. ColourLovers is a great site to browse color schemes and play with combinations.
Select a color that will cross-over in the printing process so that your printed and electronic materials appear as a “family”. Pantone is the industry authority on color and many printers will refer to these colors when color matching during the print process. Selecting a Pantone color that also prints accurately in CMYK is a good idea if color is critical to you.
This short video talks about color-matching:
The 2012 London Olympics logo is one of the great design controversies of the last few years.
Sure, earlier this year Pepsi caused a stir when they unveiled their new logo but the reaction to the 2012 Olympics logo has been loud and visceral.
Wolff Olins, a design firm, came up with the logo based on the idea that the games will be “for everyone” and engage a younger audience.
Results of a very unscientific poll of the Strategic Guru team are pretty clear – we hate it.
- The colors are harsh, bright and very 1980’s. Judging by the fashions on sale at the local mall, they are back in a big way, but should those trends be reflected in a logo for games that are still 3 years away?
- It’s difficult to discern that the pink shapes spell ‘2012’ – a Strategic Guru staffer thought it was a stylized ‘R’ topped by a 20.
- Jagged edges don’t feel inviting or welcoming – they say “stay the heck away or we might gouge you”!
- How does this logo reflect the host city? The London 1948 logo below prominently features a London landmark – Big Ben and Parliament, and feels prim, proper and very British.
Logo design should be intriguing, stimulating and memorable. Perhaps most importantly, it should also connect with the target audience. A poll on the BBC website reveals that most respondents really, really detest it. A missed mark.
Read other takes on the logo and some alternatives proposed by the British public. View all summer Olympics alternative logos.