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South WIndsor, CT | Importance of Branding Part Part 3 – The Color Conundrum | Sign News

Commercial Vehicle Lettering, Newington, CT

Vehicle Graphics, Newington, CTNow that you have the chosen a sharp logo design to help brand your Windsor CT area business, we should look at color schemes and color consistency. Both of these concepts will help take your branded image and package it in a way that helps keep your business memorable. Because of this, it is important to keep your information consistently branded. When using different vendors for printing, signs, vehicle graphics, a website, social media, business cards, etc.; you’ll need to develop a pre-established path to make sure that these different vendors all present your branded image properly.

Let’s look at some information to help with preserving that consistency.

The Importance of Consistency

After you get your logo and color scheme established there may be times where you might need products from different vendors: such as embroidery. Because embroidery is one of those products that has restrictions of what it can print, it should be an important consideration when developing your logo and color scheme. Some business owners make the mistake of using a different design altogether on their embroidered shirts. When it comes to the “sight/sign association*” concept of visual marketing, consistency of your colors and fonts and clipart is very important regardless of the product.


That is why it is important to explore these options with a professional prior to finalizing your logo and branded image. Don’t be afraid to ask the question: “Will this logo work the same on shirts, banners, signs, website, business cards?

This consistency is necessary to produce a very coherent and professional image for your potential Windsor CT customers/clients. It’s important to brand a consistent image both in design and colors. Different companies use different machines for different products; depending on the colors that you have in your logo can be printed quite differently. For example; there are over 1000 shades of the color purple using the two color conversion, when you add into that gradients, you can see where your logo can look quite different if the company does not print the logo correctly.

* Sight/sign association: A process where the mind associates similarities naturally. This association can be triggered by stimulus such as: similar colors, similar sounds and similar shapes. This stimulus helps the mind process memories as “markers”. A smell can remind you of a special dinner, a song can bring back a high school memory; these memory markers are triggered by something that was “similar to” that memory.

In branding, when utilizing the sight/sign association process, the more exact that the branding is the more exact the memory. When a customer sees the logo or slogan presented “exactly the same” it makes it easier to be memorable.

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Vehicle Graphics, Newington, CTRGB vs. CMYK

Making sure that you have the right color set-up for the media that you are using is essential for consistency. In the sign and print industry there are two main different color blends that are used depending on the equipment.

RGB colors

RGB create thousands of color combinations from Red, Green and Blue. Generally used for digital media such as websites and social media, these colors are often represented vibrantly and can differ from monitor to monitor. If you are making a comparison on the final look of your branded logo and image, make sure to look at it on multiple monitors so that you can make sure you’re seeing a consistent color. At G-FORCE Signs and Graphics we use a base color chart that allows us to accurately select a color that can be easily reproduced in digital media so that the customer can ensure consistency.

CMYK color

CMYK color is more commonly used in your company’s print media representing cyan, magenta, yellow and key (black). This system allows for a more accurate representation of colors across the board for print media whether it be on vinyl wraps or business cards. CMYK colors are made more for a printer and not a computer monitor, the logo colors will seem dull and faded at times when looking at the monitor; yet will print vibrantly. This is also why it is important to use a professional graphics companies like G-FORCE Signs and Graphics serving the Windsor CT area because we will be able to provide you with a design that will work for both print and digital media.

The Background Color

The background of the color scheme that you choose for your branded logo and image is very important. For example: red printed on a blue background can give a visual appearance of purple when viewed at a distance; the eyes take in the entire color representation as a whole, rather than separating them out. When you choose your background color and accenting color scheme it will play heavily into your companies overall image that is presented.

Fabric and Dye

Beyond RGB and CMYK is the fabric and dye process. This process uses many of the same color charts however, fabric can be unpredictable due to the density of the material, base color and the material absorption rate of the dye. It is very important to make sure that you get samples of embroidered logos or other fabric manipulated pieces prior to approving the complete project. Many thread and fabric spools are listed in “lots or bolts” that allow a consistent color saturation for that one batch. For larger orders it may be necessary to use multiple batches which will mean that there may be a slight variance in color. When working with a local vendor be sure to request batch production when available.

Vehicle Graphics, Newington, CTKeep a Steady Course

Once you have created “The Company Brand” it must be maintained. Never veer off course and don’t change your logo. Stay consistent and remember, sight/sign association means that the mind associates similar things naturally; things that are exact it will help recall a memory marker. Specifically, if you brand your business in the Windsor CT area accurately; then all of your web, print and sign media for your business should match perfectly.

Sign and Marketing Experience that Matters

G-FORCE Signs and Graphics serving Windsor CT is ready to put our years of experience to work for you. We have consistently provided industry relevant graphic design, signs and other advertising materials that are not only attractive; but will help get the attention of your customers as well. We have a full line of sign possibilities to meet all of your needs. Need neon signs? We do that!

Be sure to keep checking back for more articles from G-FORCE Signs and Graphics; serving Windsor CT dealing with the importance of name branding. Next will be discussing the use of colors for multiple applications.

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