The inside story of a brand redesign (part 2 of 3)

And now for something completely different. A Monty Python reference.

What is your favorite color?

Okay, that might have been a tad indulgent. With the Adwerx brand refresh process (read part one of the series here), it wasn’t so much about asking our favorite color as much discovering what color we felt best represented our brand.

Color has meaning. Color conveys a message. And businesses are keenly aware that the colors they choose are nonverbal statements to consumers, as The Logo Company spells out in this infographic:

color emotion guide from The Logo Company
Color Emotion Guide From The Logo Company

But the meaning isn’t always the same for all people. In an interview with NPR, the co-author of The Secret Language of Color Arielle Eckstut points out that “there is the biological part that has a reaction to color, and then there’s the cultural part of us that is influenced by what’s directly around us, and then there’s the individual,” she says.

The Adwerx design team explored many sets of colors in a diligent exercise to identify the color combination that best matched the brand voice. In the end, they found gray and gold as the brand choice.

Smashing Magazine describes gray as “generally conservative and formal, but can also be modern. It’s commonly used in corporate designs, where formality and professionalism are key. It can be a very sophisticated color.” And Color Wheel Pro describes gold as a color that “evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.”

So we have our icon. Now we have our colors. Stay tuned for the big reveal tomorrow!

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