Graphic Design for Non-Designers

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]