Now that Kinetic-e has a clear direction in which to proceed, color exploration is the next step in the logo design process.
We all see the impact color has on our world. Take it away and the vibrance is gone. In the same way color gives a design an additional dimension. Color should add to the design and not distract from it. Handled the wrong way, color can override value and pull the design away from its original intent.
To a degree, we all have a sense of good color combinations; some have to physically see them together to decide while others can visualize them and know immediately. This is where individual subjectivity comes into play. Kinetic-e strives to understand these choices and preferences making the final “right” decision for a particular logo solution.
In this step of the design process Kinetic-e explores the inference of a color to a particular industry sector. For example, the color Red has positive associations of passion, valor, patriotism, and liberty. On the other hand red has negative associations of wounds, war, danger, and revolution. These competing associations and their implications to a particular industry segment are carefully evaluated. Remember that color includes greys, black, and white. Some designs will work better in black & white using a color as an accent.
color
That aspect of things that is caused by
differing qualities of the light reflected or emitted by them |
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This consideration involves each element of the design in their various tones to establish warmth or coolness as appropriate. This “feeling” or “emotion” of the design is a key element in the identity being developed. All other aspects of the corporate identity depend on this message being communicated by the logo.
Kinetic-e typically presents 3-5 color options for a particular logo direction. Discussion may settle on one combination or aspects of several combinations may come together for further development.
