Visual Communication
101
Graphic Design for
Non-Designers
R. Jordan P. Santos Independent Graphic Designer
Graphic Design!
What is Graphic Design? A process of visual communication, and problem-solving through the use of type, space and image. —Wikepedia
What is Graphic Design? A process of visual communication, and problem-solving through the use of type, space and image. —Wikepedia
What is Graphic Design? A process of visual communication, and problem-solving through the use of type, space and image. Drawing, Photography, Printing, Publication design, — Web design, Packaging design,Typography
Wikepedia
What is Graphic Design? A process of visual communication, and problem-solving through the use of type, space and image. —Wikepedia
What is Graphic Design? A process of visual communication, and problem-solving through the use of type, space and image. Drawing a realistic hand, Make a photo essay about Christmas, Create your own class magazine, Create — your own portfolio website, Design a new box for a tooth paste, Choose a font to represent sadness
Wikepedia
Clients
Design Briefs Payment
Design Briefs
Design Brief
Design Brief
Design Brief The Design Brief is a document that contains the terms of reference pertaining to the project. It is distributed to all the members of the team.
Design Brief The Design Brief is a document that contains the terms of reference pertaining to the project. It is distributed to all the members of the team. —Ige Ramos
Design Brief
Design Brief -Project Description -Specs -Objective, Goals -Scope, Limitations -Overall Style/Look
-Target Audience -Project Team -Schedule -Budget
Design Brief
Design Brief
Design Brief
Design Brief 1. journal- ebook -look sea seasrep look of the journal -advance stidies plural identities in sea computer person-november 2. nhcp history-august 14 papers
Information=Great, effective design
Thin air≠Great, effective design
Design Brief
Design Brief The Design Brief is a document that contains the terms of reference pertaining to the project. It is distributed to all the members of the team.. team. —Ige Ramos
Design Brief The Design Brief is a document that contains the terms of reference pertaining to the project. It is distributed to all the members of the team.. team. —Ige Ramos
team
Design is collaborative.
Design is collaborative. Graphic Designer
Design is collaborative. Client Graphic Designer
Design is collaborative. Client Writer
Graphic Designer
Design is collaborative. Client Writer Editor
Graphic Designer
Design is collaborative. Client Writer Editor
Graphic Designer Marketing
Design is collaborative. Project Head Client Writer Editor
Graphic Designer Marketing
Design is collaborative. Project Head
Accounting
Client Writer Editor
Graphic Designer Marketing
Design is collaborative. Client Graphic Designer
Design is collaborative. Audience
Graphic Designer
Graphic Design
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
Type Printed characters or letters.
Typography
Typography Typography is the art and technique of arranging type to make written language readable and appealing
Typography Typography is the art and technique of arranging type to make written language readable and appealing —Wikipedia
Typography
Typography Typography is the art of having type fulfill its required role on a design project.
Typography Typography is the art of having type fulfill its required role on a design project. —Me
Typography required role —Me
Title
Title
Subtitle
Title
Subtitle
Byline
Title
Title Subtitle
Title Subtitle
Drop cap
Title Subtitle
First Paragraph Drop cap
Title Subtitle
First Paragraph Body text Drop cap
Identity
Type
Type Types of Type:
Type Types of Type: -Serif
Type Types of Type: -Serif -Sans Serif
Type Types of Type: -Serif -Sans Serif -Script
Type Types of Type: -Serif -Sans Serif -Script -Decorative
Serif
Serif Times New Roman
Serif Times New Roman Garamond
Serif Times New Roman Garamond Bembo
Serif Times New Roman Garamond Bembo Mercury Didot
Serif
Garamond
Serif
Garamond
Serif
Garamond
Sans Serif
Sans Serif
Without
Sans Serif
Sans Serif Helvetica
Sans Serif Helvetica Futura
Sans Serif Helvetica Futura Gotham
Sans Serif Helvetica Futura Gotham Univers
Sans Serif
Sans Serif
Gotham
Sans Serif
Emphasis
Sans Serif
Modern
Script
Script
Weddings
Script
Calligraphy
Decorative
Display
Decorative
Decorative
Script
Decorative
Title
Decorative
Title
Decorative
Title
Decorative
Title
Decorative
Title
Decorative
Decorative -Don’t use it for body text
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation. The institutions primarily responsible for administering forest resource management have not been equipped to fully address these problems with stakeholders.
Text Alignment
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment Left Aligned Right Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
over the years. However, in reality, these
over the years. However, in reality, these
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
objectives because of the inadequate, poor, and flawed character of both policy and implementation.
objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment Left Aligned Right Aligned Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
There are many factors which should
There are many factors which should
be considered in assessing the country's
be considered in assessing the country's
dismal state of deforestation. A major
dismal state of deforestation. A major
concern is the failure of both forest policy
concern is the failure of both forest policy
and practice to ensure forest protection,
and practice to ensure forest protection,
management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these
over the years. However, in reality, these
over the years. However, in reality, these
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
objectives because of the inadequate,
objectives because of the inadequate,
poor, and flawed character of both policy
poor, and flawed character of both policy
objectives because of the inadequate, poor, and flawed character of both policy and implementation.
and implementation.
and implementation.
Text Alignment Left Aligned Right Aligned Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
Center Aligned
There are many factors which should
There are many factors which should
There are many factors which should
be considered in assessing the country's
be considered in assessing the country's
be considered in assessing the country's
dismal state of deforestation. A major
dismal state of deforestation. A major
dismal state of deforestation. A major
concern is the failure of both forest policy
concern is the failure of both forest policy
concern is the failure of both forest policy
and practice to ensure forest protection,
and practice to ensure forest protection,
and practice to ensure forest protection,
management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects
management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
management and development. The Philippine government has implemented
policies,
many forest protection policies,
projects
programmes, strategies and projects
over the years. However, in reality, these
over the years. However, in reality, these
over the years. However, in reality, these
over the years. However, in reality, these
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
initiatives do not attain their proclaimed
objectives because of the inadequate,
objectives because of the inadequate,
objectives because of the inadequate,
poor, and flawed character of both policy
poor, and flawed character of both policy
poor, and flawed character of both policy
objectives because of the inadequate, poor, and flawed character of both policy and implementation.
and implementation.
and implementation.
and implementation.
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Casual
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Casual -Jagged right side
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Casual -Jagged right side -Space between words are uniform
Text Alignment Left Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Casual -Jagged right side -Space between words are uniform -Breathing room on columns
Text Alignment Right Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment Right Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Hard to read
Text Alignment Right Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Hard to read -Distinguish text from the rest
Text Alignment Right Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
-Hard to read -Distinguish text from the rest -Use only on short text
Text Alignment Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Formal
Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Formal -Uniform sides
Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Formal -Uniform straight sides -Word spacing can be uneven
Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Formal -Uniform straight sides -Word spacing can be uneven -Claustrophobic with columns
Justified There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management
and
development.
The
Philippine government has implemented many
forest
programmes,
protection strategies
and
policies, projects
over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment Center Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Symmetrical
Center Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Symmetrical -Jagged on both sides
Center Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Text Alignment -Symmetrical -Jagged on both sides -Hard to read
Center Aligned There are many factors which should be considered in assessing the country's dismal state of deforestation. A major concern is the failure of both forest policy and practice to ensure forest protection, management and development. The Philippine government has implemented many forest protection policies, programmes, strategies and projects over the years. However, in reality, these initiatives do not attain their proclaimed objectives because of the inadequate, poor, and flawed character of both policy and implementation.
Choosing Type
Choosing Type How?
Choosing Type ! t n a e g a P e s r e How?
v i n U s s Mi
Choosing Type ! t n a e g a P e s r e How?
v i n U s s Mi
Parada ng kagandahan
Choosing Type ! t n a e g a P e s r e How?
v i n U s s Mi
Parada ng kagandahan
—Jason Moss
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
space and image.
Space
Space Poster, Flyers, Book covers, Magazines, Tarpulins, Billboards, CD Jackets, Calling cards, Postcards, T-shirts
Space
Space -Grids
Space -Grids -Templates
Space -Grids -Templates -Composition
Grids
Grids -A set of guides seen only by the designer.
Grid -A set of guides seen only by the designer. -Invisible to the end-user/audience
Grid -A set of guides seen only by the designer. -Invisible to the end-user/audience -Grids must be flexible
-Design logic, limitations, freedom
Templates -A set of guides noticeable to the end user/audience
Templates -A set of guides noticeable to the end user/audience -”Cut and paste” design
Templates -A set of guides noticeable to the end user/audience -”Cut and paste” design -Meant for quick turnovers
Templates -A set of guides noticeable to the end user/audience -”Cut and paste” design -Meant for quick turnovers -Builds branding
Restrictions are a good design challenge
Sometimes you have to embrace restrictions
Templates -A set of guides noticeable to the end user/audience -”Cut and paste” design -Meant for quick turnovers -Builds branding -Content, content, content
Composition
Composition -The placement or arrangement of visual elements.
Composition -The placement or arrangement of visual elements. -Putting things together to make sense.
Composition -The placement or arrangement of visual elements. -Putting things together to make sense. -Balance
Symmetrical
Asymmetrical
Composition -The placement or arrangement of visual elements. -Putting things together to make sense. -Balance -Movement
Homeless in Unhomeliness Postcolonial c ritiques of PhiliPPine literature A
L
t Home in Unhomeliness:
Rethinking the Universal
iterature
N
ativism or Universalism:
and Gender
in Philippine Poetry
Situating LGBT
(and Sex)
Discourse in
in English
the Philippines
T
Postcolonial Camp:
he City
in Philippine
Hybridity
Gay Literature
and Performative
T
Inversions
ranslating the Real:
in Zsazsa
Rethinking
Zaturnnah
Postcolonial Resistance
T
he Spirit
in Philippine
(Not the Letter) of the Word: Poetry, Myth, and Spirituality
Literature in English
T
ranslational
Poetics: Notes on Contemporary Philippine Poetry in English
T
he Poet-Critic in
Contemporary Philippines
J. Neil C. Garcia
Composition -The placement or arrangement of visual elements. -Putting things together to make sense. -Balance -Movement -White Space
Takot sa White Space ang Pinoy.
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
Graphic Design A process of visual communication, and problem-solving through the use of type, space, and image.
A process of visual communication, and problem-solving through the use of type, space, and visuals.
Visuals
Visuals -Realism/Illustrative/Symbolic
Visuals
Visuals
Realistic
Visuals
Realistic
Semi realistic
Visuals
Realistic
Semi realistic Cartoon
Visuals
Realistic
Semi realistic Cartoon
Symbol
Visuals
Realistic Specific person (not me)
Semi realistic Cartoon
Symbol
Visuals
Realistic
Semi realistic Cartoon
Specific person (not me)
Could be me
Symbol
Visuals
Realistic
Semi realistic Cartoon
Specific person (not me)
Could be me
relatable
Symbol
Visuals
Realistic
Semi realistic Cartoon
Symbol
Specific person (not me)
Could be me
Universally relatable
relatable
Visuals
Realistic Serious
Semi realistic Cartoon
Symbol
Visuals
Realistic
Semi realistic Cartoon
Serious
Something you can escape to
Symbol
Visuals
Realistic
Semi realistic Cartoon
Serious
Something you can escape to
Casual, humor
Symbol
Visuals
Realistic
Semi realistic Cartoon
Symbol
Serious
Something you can escape to
Representation/ Concepts
Casual, humor
Color
Slide | 31
Color
anaging Color and Images
49
Color in corporate communication Is color just a decoration or corporate confidence indicator? What does the color of a company’s logo tell us about it? Can you use color as a tool for visual strategy?
PANTONE Red 231U
PANTONE Yellow 524 U
PANTONE Blue 982 U
PANTONE Orange 820 U
PANTONE Purple 612 C
PANTONE Green 720 C
PANTONE Brown 492 C
PANTONE Pink 516 C
Color
anaging Color and Images
50
Color in corporate communication Red means power and sex. The ColorMatters website has polled over 30,000 people around the world since 1997 and red came out top in both categories.
Red
It also means good luck in the Far East—think of all those Asian companies with bright red logos. Coca-Cola, the mother of all corporate reds, was also the source of the iconic Santa Claus’s trademark color: it was the company’s Christmas advertising in the 1930s, illustrated by Norman Rockwell that changed the traditional image of St. Nicholas; once and for all as the jolly, old, fat man clad from head to toe in Coke red.
PANTONE Red 231U
Color
anaging Color and Images
51
Color in corporate communication Pink evokes fragility, innocence and femininity.
Pink
On the face of it, pink doesn’t look much of a runner for a robust corporate palette, but unlikely as it might have seemed in theory, a certain shade of salmon now means “business” the world over. The Financial Times was first printed on pink paper in 1893 as a way of distinguishing itself from its rivals (well, that obviously worked then). And why pink? No fancy color theory here, just financial hardheadedness: pink paper was the cheapest.
PANTONE Pink 516 C
Color
anaging Color and Images
52
Color in corporate communication Yellow is a young, fun color.
Yellow
Then again, it’s also the color of warning signs, cowardice, the construction industry and business telephone directories. The first time yellow was used for a phone directory was in 1883, when a printer ran out of white paper. Kodak started using its unique yellow in 1906 to promote a photographic paper called “solio” or “sun”. “It’s a very rich yellow,” says John Draper, European Trademark Manager.
PANTONE Yellow 524 U
And there’s an unusual amount of red in it. Levels of brand recognition proved that 80 to 90 percent of people recognized the yellow boxes as Kodak.
Color
anaging Color and Images
53
Color in corporate communication Green is the color of money, nature, envy and luck.
Green
Unlike any other color in the spectrum, green now stands for something specific and very political: the green party and Islam. Green is no longer just a color for companies such as BP, for whom it represents the environmental stance the company is talking about greener sources of energy. It updated its traditional green and yellow corporate identity in 2000 with a “vibrant sunburst of green, white and yellow” which was checked out by a feng shui expert before being unleashed to the world.
PANTONE Green 720 C
Color
Managing Color and Images
54
Color in corporate communication Brown
Brown suggests straightforwardness, neutrality and solidity. Paired with gold, it represents respectability and luxury. UPS began using brown in their vehicles in 1917. It started as a combination of discretion and common sense (brown didn’t show the dirt on dusty roads), but has since become so identified with UPS that the new US ads just ask, “What can Brown do for you?” The company has often thought about changing its color but has always come back to brown. In the US, people associate the color with memories of parcel deliveries at Christmas when they were kids, wrapped in Manila Paper.
PANTONE Brown 492 C
It is also the preferred color of choice by luxury goods producer like Balenciaga, Prada and Louise Vuitton because of the rich brown hues of its leather goods.
Color
anaging Color and Images
55
Color in corporate communication Purple has been the color of royalty, leadership, wisdom and philosophy.
Purple
During the Roman Empire, only the imperial family were allowed to wear this color, since it took over 12,000 shellfish to extract two grams of the pure dye. Only in 1856, this color was synthetically produced by Sir William Perkin and called it Mauve. The color became fashionable and he became the richest Chemist in Britain.
PANTONE Purple 612 C
The color purple is regularly used by government agencies in the UK. Perhaps for that reason companies rarely use it on its own. Although Yahoo! and NTL pair it with yellow and green for a retro 70s look. The big exception to this of course is, Cadbury, the appointed procurer of chocolate to the British royal family, who originally chose purple in the late 19th century because it was said to be Queen Victoria’s favorite color.
Color
anaging Color and Images
56
Color in corporate communication Blue is the world’s favorite color and it denotes coolness, calmness, intelligence and authority.
Blue
Hewlett-Packard, Epson, Ford, P&G and Unilever: in corporate terms, believe that blue is big, and BIG! IBM has been called Big Blue since the 1960s when it introduced the “system 360” mainframe. The computer which became the industry standard, was the size of a room and came in a fetching blue case.
PANTONE Blue 982 U
The company doesn’t actively use the nickname but all the same the color seems to be in its blue bloodstream. As one insider says,: “Internal projects just seem to get called blue—Extreme Blue, Blue Gene and Deep Blue.
Color
anaging Color and Images
57
Color in corporate communication
Orange
Orange is the happening color for new and old businesses alike. Until recently, it is America’s least favorite color because of its association with cut prices and discount stores, therefore, cheap. But now, not just website, fashion and interior design embraces the color but also corporate logos like Orange Telecoms and Pharmacos like GSK. They chose orange for its youthful energy, fun and freedom. It’s strategic intent, is to help people to feel better, do more and live longer.
PANTONE Orange 820 U
Proof that for the corporate world, orange is clearly the new black, offering an instant hit of youth, dynamism and “now”.
Qu
? s n o i t s e
. t a m a l a
S
[email protected]
