After reading this article. (Summary: Brands should utilise colour more to attract customers and to stay fresh & unique.)
I was inspired to write about my experience of working almost exclusively with a colourful brand. The Sharp Project‘s branding was designed by Malcolm Garrett of [images.co.uk], who I worked with closely on the re-design of The Sharp Project’s new brochure for 2013 as brand consultant.
This made me realise how the colour of the brand is inherent in the building, it’s identity and also from a practical sense – all the colours apply to different areas of the building (which all serve different purposes) and are used in the way-finding graphics and colour schemes which contribute to The Sharp Project’s uniqueness.
Working with the brand is a bit of a double-edged sword; as on the one hand it’s nice and useful to have the variation in colour – meaning I have different attributes to draw upon and have more freedom with my designs whilst still staying within the boundaries of the brand guidelines.
It also means that depending on the nature of the design and where/how/what it’ll be used for dictates the colours I use e.g. If we have an event in The Campus, the colours I’ll use are gold, orange and grey…
However on the other hand it can be a challenge in that the logo has to always feature atop a white background or this fairly neutral green/grey colour [#dce2de], which can sometimes be limiting when designing a promotional piece or if using it alongside other branding. But in terms of versatility it’s very good to work with, and can be varied using a combination of the lettering and/or roundel.
I’m looking forward to working with Malcolm Garrett on future brand work for The Sharp Project, SharpFutures and beyond.