Logo colour differentiation is important for any brand. It is a way of standing out in a visually complex environment and an often highly competitive marketplace.
This article discusses the application of environmental colour mapping during the initial situation analysis phase of logo design. The process, which has been applied in urban design studies in Japan, America, France, England, and Norway has recently been augmented with the addition of digital technology. Using a case study approach, the ‘environment’ for the purpose of this study represented the logo designs of organizations within a specific industry sector. The main outcome from the process (colour data presented in the form of a colour map) was examined for patterns of similarity and dissimilarity and an attempt was made to identify new options for logo colours within the sector based on colour differentiation. This study represents a new application of the environmental colour mapping process and a number of limitations and benefits are discussed.
Logo colour and differentiation: A new application of environmental colour mapping. Color Research and Application, 36 (1), pp55-60.
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You can also check out the paper at Color Research and Application.
