How To Come Out With Corporate Colours?
First, ask yourself, what your company image is. In other words, your company's branding. See my earlier post on branding, this might help you to determine that.
After knowing your company image, then we can start matching colours to it. Company image can be fun, relax, robust, firm, healthy, nature, etc.,
Green: Nature, Healthy, Environmental Friendly
Yellow: Joy, Sunshine
Red: Energy, Passion, Love, Strength
Blue: Harmony, Unity, Trust, Ocean, Sky
By looking at the above colour characteristics, have you realise how they are derived?
Our brain relate colours with what we see in our everyday life and retain these infor. These infor will be auto retrieve when we need them. A kind of fast retrieval of our memory for instant use.
I will not like to go deep into these "brainy stuffs" on why our brain behave in certain ways. That will be a whole new topic belonging to Neuroscience. And such topic seem too heavy to digest. Ok, at least for me to explain in words.
In short, we relate colours with what we see in our daily life.
So when we see blue colours, our brain immediately relate them to sky and water.
SOCIAL CONSCIOUS ON COLOURS
Colour characteristics are invented by all of us, our culture, our belief, our daily life. So in certain culture, a colour will be view as unlucky, while another group of people may find it perfectly fine to have it.
I find the most bizarre association is to link colours with gender. Why blue is for man and pink is for women? I can't find any evidence where this association evolve from. But guess we have to bow down to the social norm once again. I hate social pressure to influence what i like. And I paid a price for being unique. Ok, perhaps being "rebellious". Though this "rebellious" thingy is still in me, I have learn to follow the general public, especially in term of arts. My philosophy: Arts serve larger audiences with more "likes", serve larger purpose.
But to take into consideration of every culture beliefs during colour selection, will be too much work to do and might end up fulfilling nothing. Select your desired colours and stick to the characteristics which you have given to them.
Colour Matching With Colour Wheel
We can use the colour wheel to help us in our selection. I had drawn a simple colour wheel for your reference. There are of course more colours available. With more colours, the larger the wheel will be.
SELECTION TACTICS WITH COLOUR WHEELS
The neighbouring colours on the wheels works well with each other. Colours furthest from each other (opposite in the colour wheel) are of high level of contrast, making each colours stand out.
There is no standard numbers of colours required for a logo. In general, 1 - 3 colours are usually applied to a logo.
Match a few sets of colours and then from these sets, choose your top choice as your logo colours.
Pantone Colour Chart
If you are more particular in colour selection, I will recommend you to use Pantone chart to further help you in your selection.
USING COLOURS GRADIENT
Colour gradients are blending of 2 or more colours gradually.
These effects are not commonly found in signboards as it is hard to achieve by spray painting. There are spray paint artists who can do the jobs well. But is not that easy to find these artists.
Signs makers will rather convince you to paint flat colours.
However, since large format printing industry mature in the 1990s, colour gradients became the new trend in signs making.
Click here to see example of colour gradients being applied in signage.
Many company engage designer or brand consultant to design their logo. The design look great on computer screen as well as printed on paper. But when come to signboard making, this logo may not be as impressive as it seem to be or may even be cosy to construct one.
The core principles of designing logo shall be
2. Bringing out the company brand
3. Versatile for different signs making style
Usually, designers or brand consultants will give their clients few logo choices. This is where most companies make the mistake, they didn't consider the signboard style. Their selecting criteria will be based on appearance only, some might consider branding too but not the signboard style. Wasn't it too late to consider the signboard type after confirming the logo? So do get advice from a signboard makers for logo selection.
There are many design principles to obey to create a great design. These principles are not secret recipes. They are all taught in schools. But how to apply them, will depend on the designer's apperception. It will take years of practice for a designer to truly master the arts.
Some are born more inclined to be artistic. However, through years of learning and practicing, designing skills can be cultivated for anyone.
Some might thought of using Microsoft Office to help in their design. Indeed, we can save designing fee then to engage the professional. However, this is not advisable as these office softwares create a low resolution images. In other words, we can not print out large images or we will get a burry image.
When printed on a A4 size, the result is pretty good. But not so, when printed in larger size.
These softwares are meant for office works, such as presentation for meeting, organise records and documentation. They are not meant for printing large images.
Generally, a signboard has a length of 2m long. Imagine expanding these logos to 20 times larger, it will be pixelated. The end results, a burry signs.
Even for an entrance signboard*, the average size is 600 x 800mm. Still a few times larger than A4. We just can't expand a A4 size image, hoping that it will still look good. It won't works, the image will be burry. We need a high resolution image that allow us to expand the image without losing image quality.
This is the reason why we need designing softwares such as Adobe illustrator, CorelDraw, etc., These softwares are meant to create high resolution images.
* AN ENTRANCE SIGNBOARD IS THE ONE BESIDE THE DOOR
Buying Designing Software
Shall we buy these designing softwares? There are free trial versions that last 1 to 2 weeks. The question is, will you be able to finish the jobs by then? Chances are NO. There are plenty of alteration before a design mature. There shall be a few versions before we can finalised a design.
As for purchasing these softwares, some of them are sold only on a monthly subscription basic. These monthly subscription fees are about SG $30 - 40. Some software providers do offer one time purchase, it could be around SG $200.
Besides pricing, there are 2 other factors to consider before you decide to purchase these softwares.
1. Do you know how to use them?
2. Are you able to make use of the functions in the software in helping you to design? If not, then is a kind of wastage to purchase these softwares.
Just Need A Simple Design
Just need simple wordings stating the company name? That sound easy to design. But NO, every stroke of the letter is design. Unless, we are using the standard font styles found in the font library. If not, the designer will have to draw every stroke.
If you are fine with using the font styles found in the font library, then just make your choice among the long list of fonts. Inform your designing firm about it and they will then be able to work out from there.
But then, wasn't that be too simple? Ok, at least don't choose font styles that normally one will use for writing, such as Calibri, Arial and Times New Roman. These are default font styles in Microsoft which make them too common.
How To Self-Create Logo For Signs Making?
You can still create your draft using Microsoft Words, Paint or even a sketch on a piece of paper. After which, send your draft to the designing firm.
Designing firm charge high for concept design. Seem you have already draft the ideas, designing fees will be significantly lower, as they will not have to come out with a whole new design concept.
There are no "magic" resolution converter softwares. The designing firm infact have to redraw the whole logo based on your draft.
They will have to redraw your ideas, creating a high resolution version.
This version is also known as "workable" file, meaning any future resizing and editing can be done without any resolution issue or redrawing everything.
Without a "workable" file, the signs maker won't be able to resize the design to match accordingly to the real physcial environment. This is the main reason why some experience difficulties in engaging signs makers.
Signs Maker are handy man who are good in producing artefacts. However their forte is not graphic design, most likely they will reject your jobs, unless a "workable" file is given to them.
Some of them are really good in using these designing softwares, however, they will still prefer their clients to give them the design. Reason being that their expertise is in signs making and not graphic design. Furthermore, graphic design is time consuming, draining off their time for all other production works.
Not all designing firm will have these "convert" or "recreate" service, they will rather offer a full design package. As these is where they can make a name for themselves and also more profitable.
Bosimi Design & Creation do have these recreation service.
Pride In Your Creation
By self-creating your design, besides saving cost, you got a sense of ownership. This developed self esteem will be a great boost to one's confidence of setting up their company, especially important for a new startups.
Never doubt your creativity. Everyone have their own unique presentation of ideas, so start creating your logo now.
1. Simplicity is the best
Overwhelming with details, will make the design confusing. The focus point had to be clear. Furthermore, a complicated design might create a oppression feel. No one like to be stress out. A simple design will be much easier to digest.
Simple design does not imply lack of information. There is nothing wrong with having empty spaces within the design.
With creativity, we can have an unique design rather than a common one. That will really need to think out of earth into the vast universal of infinity.
Expression is how the ideas are being presented to out.
4. Public Acceptance
As long as the vast majority of the public accept and like their work, they are consider to be successful. Being too artistic, where only a few will appreciate their works, will be hard to generate any monetary value.
Kind of shallow mindset to tie art with monetary. But we live in reality, we need money to survive.
Perhaps, I shall rephase it in another way that may sound more noble: Arts serve larger audiences with more "likes", serve larger purpose.
We love to be in group. So in order to be with the group, we will look out for similarity as group identity.
Imagine you are with your friends, they come up with a ideas that you don't really agree with. Will you go against the crowd or will you just follow them despite you don't like the idea? Perhaps, you will said you will be firm. But did you even give in before and how many times?
Conformity is also known as peer pressure. So when many people around you claim a particular product is good, you tend to be influence. This is why facebook "likes" are so important.
We can be innovative but I will advise you not to try your luck to challenge social norm. Be conservative, Be safe.
With company name as logo will be a direct approach to gain publicity.
There is no need to include the business entity such as Pte Ltd, LLP, ... etc., Just mention the organisation name will do.
Example: Benson Restaurant, ABC Tuition, Orange, etc.., I made-up these company names just for illustration. But will you know what Orange does? So getting a right company name is extremely important.
Positioning Of Company Name With Logo
1. Company name beside the logo
2. Company name within (in the middle) of the logo
3. Company name near or at the bottom of the logo
4. Company name is the logo itself
There are of course other ways to present your company name & logo. Above are the commonly found ways. I will recommend following them as they are already proven to be accepted by the public.
Design Case Study: Amanda Maid Agency
Using my maid agency as example (Read earlier post, I was citing a maid agency as example), we had chosen blue as our corporate colours, which symbolise water for cleaning.
Look (above image), I got a real simple design, just a plain wordings logo. It doesn't really meant that we need to have some unique shapes or lines to be classify as logo.
I did select my font style from the standard library. Can you guess the name of the chosen font style?
MUST LOGO BE SOME FORM OF SHAPES?
As I mention earlier, we don't need to have some unique shapes or lines to be classify as logo, wordings can be classify as logo too. It is up to individual preference to have wordings, drawings or both for their logo.
Ok, if you are still not convince or you still prefer to have some form of shapes, let's go through the conventional way.
Typically, a company name is accompany with a logo drawing on the left. We saw many companies uses a woman with a duster as logo. To be unique, we have chosen water sprayer and cloth to be our logo.
Square Logo For Web page And Social Media Profile
Following what I mention in my pervious post, we need to prepare ourselves a square logo too. This square logo can then be used as our web page logo or social media profile for Facebook, Instagram, etc.,
Using the rectangular logo, it's shape can't fit nicely into the square image container of the site. The image will be cropped, losing much of the logo details.
Or we have to resize the logo to fit it in. However, there will be a huge spacing on top and below the logo. And the logo will be too small for viewing, especially on mobile devices.
We created another square logo for our site.
Coming Up With Your Own Design Or Engage The Professional?
Entrusting your company logo creation to the professional, will be a much more easier option. But that come with a price.
Make your choices wisely. Not all designer produce good piece of work. Some are just designing software users but title themselves as designers.
Just like any youtube users can claim themselves to be youtubers. We will have to see their videos and viewership to judge their success.
So when engaging a designer, look at their past works to decide if you will like to entrust them your job.
Personally, I felt that the most important attribute to being a great designer is creativity, follow by expression.
We had come to the end of this post. So have you decide to self-create, partial create, or entrust the entire creation to the designing firm?
Read on to learn about these signage displaying techniques.
Here is how we shall begin...
Company Name Clarity
For instance, I am setting up a company - Amanda Pte Ltd. Could you tell what my company does?
So we shall come up with a more relevant name. How about Amanda Maid Agency Pte Ltd? Isn't it obvious now, I am running a maid agency?
After getting a relevant name, we shall then get a signboard that can truly reflect the company nature.
Logo shall have been done at the early stage when starting a business. These logos shall have 2 versions: square & rectangular. I not literally saying is a must to have a square or rectangular logo. What we need is a logo design that can fit into a square and rectangular box as needed.
Rectangular version is for signboard. What about the square one?
The square logo is for your website logo and social profile. Imagine after setting up your company and ready for online present, only to realise the rectangular logo doesn't fit into the picture container of the site. When this happen, any uploaded image will be cropped. In other words, the logo will be cut off at the side.
OMG! What to do then? So it is better to think of the logo before getting any of your signages.
We will talk about this more in my next post on logo design.
Of all signage, the main signboard is the most essential, representing the company as a whole. The logo, wording styles, colours and material selection will all affect the signboard appearance which is the company image.
SIGNBOARD MATERIAL SELECTION
Metal - A real robust feel. A way to show credibility and supremeness.
Plastic - Fun, lovely feel. Just relax and have fun.
Wood - A nature material that will make us feel comfortable.
Using my maid agency as example, I will go for either plastic or wood. Metal is of kind of masculine for a maid agency. No, there is no sexual discrimination here. We just have to follow social norm.
P.S. I didn't blindly follow social norm.
So after we have confirm the company name, logo & main signboard, we can then start planning for the rest of the signages.
Help organise stuff and navigation. Admin Room, Store Room, Pantry and so on. They also help to set rules and regulation, such as no smoking, no entry, etc.,