Colors are important but not as crucial as you might think. Your logo should first pass the "black and white test" before final approval. If your logo doesn't look good in black and white, it won't look good no matter what color scheme you choose. It's true that a color version of your logo will substantially outperform a black and white one by 300% or more. However, it's important to consider that the ratio of black and white or one color impressions your logo will make over it's lifetime is exponential compared to color impressions.

Below: The first logo seen here is the client's first choice from the design concepts presented to him. He loves the playful design and the colors that support the mischievous personality of the company. However, when tested in black and white, the logo becomes "muddy" and difficult to read. In the third example below, we were able to "save" the design for the client by simply removing the drop shadows surrounding the text in the black copy- thus improving legibility.

One thing you need to watch out for as you explore color options is cost. A five-color logo may look terrific on paper but can be extremely expensive to produce. A lot can be done with one or two colors using tints to make the logo appear more dynamic while keeping costs down. Try not to exceed three colors unless you decide it's absolutely necessary.

If you currently have existing corporate colors in use, you indubitably have some equity in them. It may be a good idea to consider using those same colors in your new identity for some continuity of brand. However, it is possible that existing corporate colors may actually be hurting the overall brand perception. In this case, designmagix designers will recommend a change to the client. We will also provide a complete rationale for the recommended change of colors.

There are two basic ways to reproduce color on a conventional printing press: using process colors or solid colors. The process method typically employs four process colors-cyan, magenta, yellow, and black (CMYK). The great majority of full-color materials you see-magazines, direct mail, and packaging-are printed using the four-color process. Screened combinations of these four inks can reproduce a wide spectrum of colors.

The other alternative is to use solid or "spot" colors: The PANTONE color matching system is the de facto standard for commercial printers, with over 1,000 colors from which to choose. Pantone colors are used by professional print shops around the world. It`s a universal color system that helps designers, print shops and customers talk in one language. You simply specify an ink color using a PANTONE formula guide and the printer buys a container of ink mixed to match the formula to print your job. It is the best, least-expensive way to get a near-perfect color match.

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