To communicate your brand’s personality correctly, it is a clever idea to look at a range of factors like your audience, what your business offers, and the industry your business is in. Each business type has color combinations that work better to express their personality. If you are a restaurant you might want to catch the customer’s eye with vibrant colors or give them a familiar memory of warm, homemade meals. A trade organization might use multiple bold colors to accentuate the diversity of their membership. Medical brands often use blues to symbolize cleanliness and stability, the way to stand out is adding color that speaks to your business. When communicating with your audience, there is an opportunity to stand out from the crowd by using a unique color to communicate your brand’s personality.
Reckless Shepherd Brewery:
Reckless is an exciting brewery and experience “where the heart of the German Shepherd meets the soul of exceptional craft beer and memorable experiences.” We wanted to communicate that spirit and personality during the rebranding process.
Solution
We used bold colors that speak to the bold spirit of the brewery and music venue. The primary colors to communicate the brand’s personality are a deep blue that is almost purple, and to go with that, a rich gold. The blue is a perfect contrast to the gold. Reckless is a brewery and concert venue, the vibrant blue helps the viewer feel the nighttime showtime energy present in the building. To see the blue/purple branding in action, check out our blog on the Baltimore Raven’s Purple Friday Fuel Up Event (the blog has sound).
The golden color and gradient of the logo represent Radar, the German Shepherd that inspired the brewery name. The supporting yellow from the tagline speaks to the mischievous behavior of Radar when he sometimes gets into shenanigans.
Frisco:
Frisco Bar and Restaurant offers a fun and friendly atmosphere with top notch dining options and unique dishes that speak to the owner’s journey across the country. This casual restaurant has access to exclusive guest beers and house craft brews available on tap, as well as unique cocktails and a full bar.
Challenge:
They are owned by the same people as Reckless Shepherd Brewery and in one case, in the same building. They needed to stand apart from one another without clashing.
Solution:
To show the brand’s personality during the rebranding process we chose blue and red as the core colors for the palette, with yellow supporting. Warm colors. Reflecting the prominence of custom wooden tables and the amber of the custom brews created by their sister organization Reckless. The cool blue of the Frisco logotype is used to contrast and stand out on the warm textured logo background. It is a brighter blue than the Reckless logo. This gives a fun family-friendly feel.
SNAC International
SNAC International is an international trade association that represents over 400 snack industry companies worldwide. This includes companies that manufacture snacks, suppliers of the snacks, and the companies that do the marketing throughout the process.
Challenge
Unifying all the different companies from across the globe into one organization was difficult to do visually. Snacks and the companies that create them come in all different shapes and sizes. Our challenge was to unify them all without giving visual preference to a chip, cracker, or any other snack.
Solution
Although the trade organization’s main colors are deep blue, light blue, and orange for highlights, we wanted to create something that would speak to the multitude of companies in the group.
“We used a rainbow of colors to represent the many different types of members/products and represented them in the big orange chip bowl as well as in the logo.”
We used a cascade of colors to represent the many diverse types of members and products. You can see this in their logo. To bring home the feeling of a trade association and how they combine these companies, we designed a campaign around all the colors coming together into a big orange chip bowl. This supports the rainbow of colors to echo their mission, show the diversity of their members, and communicate the brand’s personality.
Finding the right color scheme for your business is a valuable tool to communicate with your audience. Try assorted color combinations that work with your unique position and mission. Do your research on the field your business is in. Look at your competitors. Most importantly, look at what makes your business unique, this will help you find the color to communicate your brand’s personality.
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