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Brand identity and language

From: Foundations of Color

Video: Brand identity and language

Do these colors make you hungry? Hungry for something sweet perhaps? Do they make you think of chocolate and peanut butter? Color can be so identifiable with a logo or a package design that the color alone can conjure an image or product in your mind and make you want it. Shape, topography and concept are all equally important in developing brand identity. But color is the fourth leg of the stool. Providing not only visual appeal but information that identifies the product and ideally makes you desire it.

Brand identity and language

Do these colors make you hungry? Hungry for something sweet perhaps? Do they make you think of chocolate and peanut butter? Color can be so identifiable with a logo or a package design that the color alone can conjure an image or product in your mind and make you want it. Shape, topography and concept are all equally important in developing brand identity. But color is the fourth leg of the stool. Providing not only visual appeal but information that identifies the product and ideally makes you desire it.

What is the color on screen actually telling your brain? If we look at the colors, quite literally we are seeing peanut butter and chocolate identified. But what about the orange color? It's a dominant element, so what is it telling us? Peanut butter, actually appears more orange than yellow and the interior of this sweet confection is more like peanut butter than a peanut. So, why not both colors? I suspect the orange makes us think of warmth and happiness.

Although red is also warm, it might have signaled something different. Cherry or strawberry flavor or danger. Too many calories in this candy. Here is another food product label that Andy Warhol immortalized. It is so ubiquitous in American culture. The colors used actually make us think of two things simultaneously, tomato soup and soup as a whole. The size of the word soup is almost as large as the word tomato.

So, that may be why we can make the leap from just tomato soup to soups of any kind. Now, not all brands rely on color to tell their story. Some focus exclusively on shape. This presents something we are familiar with as a shape, a window. But without the color, the brand identity disappears. The colors are integral to the concept of opening Windows and finding new, dare I say it, Vistas.

Well, this symbol is recognizable even without the color or with any applied color so long as the basic design remains consistent. In fact, the color variations for this logo are part of the design suggesting a core brand with lots of flavors or varieties. Color becomes a basic element of the marketplace used to capture consumers and get them to buy a product. Knowing the color can make or break the popularity of goods means understanding visual language and the meaning behind your color choices.

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This video is part of

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Foundations of Color

42 video lessons · 18745 viewers

Mary Jane Begin
Author

 
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  1. 5m 20s
    1. Welcome
      1m 10s
    2. Traditional media to digital: The long and winding road of color
      3m 48s
    3. Exercise files
      22s
  2. 14m 40s
    1. Introduction: How color shapes meaning
      2m 23s
    2. Universal, cultural, and personal symbols of color
      2m 52s
    3. Concepts made clear
      4m 1s
    4. Brand identity and language
      2m 53s
    5. Sequence and pattern
      2m 31s
  3. 14m 18s
    1. What is the color wheel?
      2m 20s
    2. Primary colors, primary concerns
      3m 59s
    3. Playing with complementary colors
      3m 40s
    4. Tertiary colors: The basics of brown and gray
      4m 19s
  4. 17m 20s
    1. An overview of elements
      2m 48s
    2. Value is not a moral judgment
      2m 26s
    3. Saturation to neutralization
      3m 22s
    4. Temperature: How hot is hot?
      3m 12s
    5. Textures, marks, dashes, and dots
      2m 59s
    6. Seeing through color: Opaque, translucent, and transparent
      2m 33s
  5. 12m 25s
    1. What is contrast?
      3m 10s
    2. Creating focus: Living on the edge
      1m 15s
    3. Creating the readable image
      4m 6s
    4. Connecting contrast with content
      3m 54s
  6. 17m 29s
    1. Illuminating light
      1m 54s
    2. The effect of contrast in light
      1m 53s
    3. Value and saturation
      2m 27s
    4. On temperature
      2m 58s
    5. On complements
      2m 10s
    6. Secondary and reflected light
      3m 5s
    7. RGB vs. CMYK
      3m 2s
  7. 14m 24s
    1. An introduction to palettes
      2m 15s
    2. Limited palettes: A harmonious color palette
      2m 35s
    3. Harmony and discord
      2m 33s
    4. Unifying color grounds
      2m 40s
    5. Unifying glazes and layers
      2m 13s
    6. Charting a color family
      2m 8s
  8. 20m 25s
    1. Balance of shapes: How much is too much?
      3m 36s
    2. Weaving textural color
      2m 50s
    3. Color in context
      2m 31s
    4. Color blindness
      3m 15s
    5. Challenge: Deconstructing color
      1m 28s
    6. Solution: Demo of deconstructing color
      6m 45s
  9. 1m 3s
    1. Conclusion
      1m 3s

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