When creating or updating your visual identity, one of the most important things is to chose the color scheme that you will be using.The color scheme you chose will be seen in your logo, your marketing collateral, your website, etc. Before creating your color scheme, I strongly suggest reading as much as possible about color theory, symbolism and psychology. Here’s are two links for you:
1)Wikipedia article on color theory
2) Wikipedia on color symbolism and psychology
Once you chose your color scheme, some of the problems that sooner or later you may face is that your collateral starts looking repetitive, or you may get bored of the color scheme, or even because company and services values shift with time, the color scheme does not reflect the current values anymore. If you want to update your visual identity, remember that you will need to have a significant budget to replace your business cards, marketing handouts and electronic collateral such as your PowerPoint presentations and pdf files.
Here is what Vivo, a Brazilian mobile operator did: they opted for what I call a chameleon logo, or a logo 2.0. That is, the logo remains the same, however, the color changes according to their need, such as packaging, website pages, ad campaigns etc.
So, what do you think about it? Does it defeat the purpose of being recognized easily or is it a better way to adapt your brand to different values and communicate well within various target audiences? I’d be delighted to hear your opinion.
2 comments:
I like what the Brazilian company did! The color scheme makes my head spin, and while I realize that a corporate identity is essential to a company, I think it's great when people can think outside of that box to change up the game, while keeping the whole identity thing going. It's a really hard thing to wrap around, choosing the right colors for a company or website design (at least for me), and I think that it just has to target your audience. While experimenting is good, I would never suggest straying away from the target audience i.e. funeral home having a logo with colors like red and bright orange.
Hi Rob, thank you for your input! I honestly believe that there is no right or wrong here. It all depends on your goals, your style as a marketing thinker, your budget and many other aspects involved in your campaign. But I agree with you that when you add new colors and color schemes to your visual identity, the message you convey is that you/ your brand truly thinks outside the box. Looking forward to hearing more from you! Best, K
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