I provide evidence-based corporate colour assessment and brand colour strategies for existing corporate colours and new logo design development.
Brand and corporate colours need to achieve a number of diverse objectives:
- Colours need to appear compatible with corporate values and brand personality
- Colours need to achieve an acceptable level of market differentiation
- Colours need to stay relevant and meaningful to the target market
- Colours need to achieve effective environmental visual literacy across all platforms (including documents, online, marketing docs and corporate presentations)
- Colours need to be easily perceived by people with colour-blindness and declining visual capacity
It is recommended that brand colours are assessed and tweaked on a regular basis (every 2 to 5 years) to ensure that brand colours achieve these diverse objectives. Many global brands now update their brand colours on a regular basis to ensure that their colours stay effective and relevant.
The above image is a corporate colour mapping study undertaken for Simon Owen, CEO of Ingenia Communities Pty Ltd. The aim was to identify patterns of similarity among the brand colours of competitors plus identify brand colour strategies and opportunities for differentiation within the industry sector. Logo colour recommendations were provided as part of this study and were subsequently incorporated into the company’s corporate identity design in October 2008. Ingenia Communities website.