The Power of Color in Branding

Most companies have a “corporate color” or color palette. This is generally the color or colors used in the logo. The designer usually picks a Pantone (PMS) color, and also selects CMYK and RGB equivalents. But why stop with just a splash of color on your logo? Consider using more color to create an impact beyond the logo. A classic example: Tiffany & Co Blue Box Tiffany & Co introduced their signature blue box in 1837, the year they opened. While their logotype is elegant and well-design, it is their blue color that is far more memorable and eye-catching. Looking at the photo here, most Americans would know it’s a box from Tiffany’s even without seeing the name. What makes it effective? Consistency, first of all. They’ve been using the same branding scheme for over 170 years. Distinctiveness is second. It’s a very unique color of blue. Not your basic royal or sky blue, but a robin’s egg, sort of […]


All Hail Georgia

The font that is. If you haven’t noticed, it’s the hip new font on the block. Suddenly designers have a serif typeface option that is actually decent. The traditional serif / sans serif split As designers we are all schooled in the traditions of typesetting, and by this I mean print-based typesetting. In design school or in our early career we learn that serif faces are more readable for long blocks of type and sans serif is better for headlines and subheads. This is because the serifs on fonts help the readers eyes follow each line of type horizontally across the page. On the other hand, when serif type is made bold the serifs fill in and lose their shape so sans serif types are better for bold applications such as headlines. Serif / sans serif on screen In the early days of the web we were given very limited fonts choices. For a while it seemed like we had […]


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