Visual

Communication

101

Graphic Design
for

Non-Designers

R. Jordan P. Santos
Independent Graphic Designer

Graphic Design!

What is Graphic Design?

A process of visual communication, and problem-solving
through the use of type, space and image.
Wikepedia

What is Graphic Design?

A process of visual communication, and problem-solving
through the use of type, space and image.
Wikepedia

What is Graphic Design?

A process of visual communication, and problem-solving
through the use of type, space and image.
Drawing, Photography, Printing, Publication
design,
Web design, Packaging design,Typography

Wikepedia

What is Graphic Design?

A process of visual communication, and problem-solving
through the use of type, space and image.
Wikepedia

What is Graphic Design?

A process of visual communication, and problem-solving
through the use of type, space and image.
Drawing a realistic hand, Make a photo essay about
Christmas,
Create your own class magazine, Create

your own portfolio website, Design a new box for a

tooth paste, Choose a font to represent sadness

Wikepedia

Clients

Design Briefs
Payment

Design Briefs

Design Brief

Design Brief

Design Brief
The Design Brief is a document that contains the terms
of reference pertaining to the project. It is distributed to
all the members of the team.

Design Brief
The Design Brief is a document that contains the terms
of reference pertaining to the project. It is distributed to
all the members of the team.
Ige Ramos

Design Brief

Design Brief
-Project Description
-Specs
-Objective, Goals
-Scope, Limitations
-Overall Style/Look

-Target Audience
-Project Team
-Schedule
-Budget

Design Brief

Design Brief

Design Brief

Design Brief
1. journal- ebook
-look
sea
seasrep
look of the journal
-advance stidies
plural identities in sea
computer person-november
2. nhcp history-august 14 papers

Information=Great, effective design

Thin airGreat, effective design

Design Brief

Design Brief
The Design Brief is a document that contains the terms
of reference pertaining to the project. It is distributed to
all the members of the team..
team.
Ige Ramos

Design Brief
The Design Brief is a document that contains the terms
of reference pertaining to the project. It is distributed to
all the members of the team..
team.
Ige Ramos

team

Design is collaborative.

Design is collaborative.
Graphic Designer

Design is collaborative.
Client
Graphic Designer

Design is collaborative.
Client
Writer

Graphic Designer

Design is collaborative.
Client
Writer
Editor

Graphic Designer

Design is collaborative.
Client
Writer
Editor

Graphic Designer
Marketing

Design is collaborative.
Project Head
Client
Writer
Editor

Graphic Designer
Marketing

Design is collaborative.
Project Head

Accounting

Client
Writer
Editor

Graphic Designer
Marketing

Design is collaborative.
Client
Graphic Designer

Design is collaborative.
Audience

Graphic Designer

Graphic Design

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

Type
Printed characters or letters.

Typography

Typography
Typography is the art and technique of arranging type
to make written language readable and appealing

Typography
Typography is the art and technique of arranging type
to make written language readable and appealing
Wikipedia

Typography

Typography
Typography is the art of having type fulfill its
required role on a design project.

Typography
Typography is the art of having type fulfill its
required role on a design project.
Me

Typography
required role
Me

Title

Title

Subtitle

Title

Subtitle

Byline

Title

Title
Subtitle

Title
Subtitle

Drop cap

Title
Subtitle

First
Paragraph
Drop cap

Title
Subtitle

First
Paragraph
Body text
Drop cap

Identity

Type

Type
Types of Type:

Type
Types of Type:
-Serif

Type
Types of Type:
-Serif
-Sans Serif

Type
Types of Type:
-Serif
-Sans Serif
-Script

Type
Types of Type:
-Serif
-Sans Serif
-Script
-Decorative

Serif

Serif
Times New Roman

Serif
Times New Roman
Garamond

Serif
Times New Roman
Garamond
Bembo

Serif
Times New Roman
Garamond
Bembo
Mercury
Didot

Serif

Garamond

Serif

Garamond

Serif

Garamond

Sans Serif

Sans Serif

Without

Sans Serif

Sans Serif
Helvetica

Sans Serif
Helvetica
Futura

Sans Serif
Helvetica
Futura
Gotham

Sans Serif
Helvetica
Futura
Gotham
Univers

Sans Serif

Sans Serif

Gotham

Sans Serif

Emphasis

Sans Serif

Modern

Script

Script

Weddings

Script

Calligraphy

Decorative

Display

Decorative

Decorative

Script

Decorative

Title

Decorative

Title

Decorative

Title

Decorative

Title

Decorative

Title

Decorative

Decorative
-Dont use it for body text

There are many factors which should be

considered in assessing the country's dismal state
of deforestation. A major concern is the failure
of both forest policy and practice to ensure
forest protection, management and development.
The Philippine government has implemented
many forest protection policies, programmes,
strategies and projects over the years. However,
in reality, these initiatives do not attain their
proclaimed objectives because of the inadequate,
poor, and flawed character of both policy and
implementation. The institutions primarily
responsible for administering forest resource
management have not been equipped to fully
address these problems with stakeholders.

There are many factors which should be

considered in assessing the country's dismal state
of deforestation. A major concern is the failure
of both forest policy and practice to ensure
forest protection, management and development.
The Philippine government has implemented
many forest protection policies, programmes,
strategies and projects over the years. However,
in reality, these initiatives do not attain their
proclaimed objectives because of the inadequate,
poor, and flawed character of both policy and
implementation. The institutions primarily
responsible for administering forest resource
management have not been equipped to fully
address these problems with stakeholders.

There are many factors which

should be considered in assessing
the country's dismal state of
deforestation. A major concern
is the failure of both forest policy
and practice to ensure forest
protection, management and
development. The Philippine
government has implemented
many forest protection policies,
programmes, strategies and
projects over the years. However,
in reality, these initiatives do not
attain their proclaimed objectives
because of the inadequate, poor,
and flawed character of both
policy and implementation. The
institutions primarily responsible
for administering forest resource
management have not been
equipped to fully address these
problems with stakeholders.

There are many factors which should be

considered in assessing the country's dismal state
of deforestation. A major concern is the failure
of both forest policy and practice to ensure
forest protection, management and development.
The Philippine government has implemented
many forest protection policies, programmes,
strategies and projects over the years. However,
in reality, these initiatives do not attain their
proclaimed objectives because of the inadequate,
poor, and flawed character of both policy and
implementation. The institutions primarily
responsible for administering forest resource
management have not been equipped to fully
address these problems with stakeholders.

There are many factors which should be

considered in assessing the country's dismal state
of deforestation. A major concern is the failure
of both forest policy and practice to ensure
forest protection, management and development.
The Philippine government has implemented
many forest protection policies, programmes,
strategies and projects over the years. However,
in reality, these initiatives do not attain their
proclaimed objectives because of the inadequate,
poor, and flawed character of both policy and
implementation. The institutions primarily
responsible for administering forest resource
management have not been equipped to fully
address these problems with stakeholders.

There are many factors which should be

considered in assessing the country's dismal state
of deforestation. A major concern is the failure
of both forest policy and practice to ensure
forest protection, management and development.
The Philippine government has implemented
many forest protection policies, programmes,
strategies and projects over the years. However,
in reality, these initiatives do not attain their
proclaimed objectives because of the inadequate,
poor, and flawed character of both policy and
implementation. The institutions primarily
responsible for administering forest resource
management have not been equipped to fully
address these problems with stakeholders.

There are many factors which should be considered

in assessing the country's dismal state of
deforestation. A major concern is the failure of
both forest policy and practice to ensure forest
protection, management and development. The
Philippine government has implemented many forest
protection policies, programmes, strategies and
projects over the years. However, in reality, these
initiatives do not attain their proclaimed objectives
because of the inadequate, poor, and flawed character
of both policy and implementation. The institutions
primarily responsible for administering forest
resource management have not been equipped to fully
address these problems with stakeholders.

Text Alignment

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
Left Aligned Right Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

There are many factors which should

be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

over the years. However, in reality, these

over the years. However, in reality, these

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

objectives because of the inadequate,

poor, and flawed character of both policy
and implementation.

objectives because of the inadequate,

poor, and flawed character of both policy
and implementation.

Text Alignment
Left Aligned Right Aligned Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

There are many factors which should

There are many factors which should

be considered in assessing the country's

be considered in assessing the country's

dismal state of deforestation. A major

dismal state of deforestation. A major

concern is the failure of both forest policy

concern is the failure of both forest policy

and practice to ensure forest protection,

and practice to ensure forest protection,

management and development. The

Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

over the years. However, in reality, these

over the years. However, in reality, these

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

objectives because of the inadequate,

objectives because of the inadequate,

poor, and flawed character of both policy

poor, and flawed character of both policy

objectives because of the inadequate,

poor, and flawed character of both policy
and implementation.

and implementation.

and implementation.

Text Alignment
Left Aligned Right Aligned Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

Center Aligned

There are many factors which should

There are many factors which should

There are many factors which should

be considered in assessing the country's

be considered in assessing the country's

be considered in assessing the country's

dismal state of deforestation. A major

dismal state of deforestation. A major

dismal state of deforestation. A major

concern is the failure of both forest policy

concern is the failure of both forest policy

concern is the failure of both forest policy

and practice to ensure forest protection,

and practice to ensure forest protection,

and practice to ensure forest protection,

management and development. The

Philippine government has implemented
many forest protection policies,
programmes, strategies and projects

management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

management and development. The

Philippine government has implemented

policies,

many forest protection policies,

projects

programmes, strategies and projects

over the years. However, in reality, these

over the years. However, in reality, these

over the years. However, in reality, these

over the years. However, in reality, these

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

initiatives do not attain their proclaimed

objectives because of the inadequate,

objectives because of the inadequate,

objectives because of the inadequate,

poor, and flawed character of both policy

poor, and flawed character of both policy

poor, and flawed character of both policy

objectives because of the inadequate,

poor, and flawed character of both policy
and implementation.

and implementation.

and implementation.

and implementation.

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Casual

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Casual
-Jagged right side

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Casual
-Jagged right side
-Space between words are uniform

Text Alignment
Left Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Casual
-Jagged right side
-Space between words are uniform
-Breathing room on columns

Text Alignment
Right Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
Right Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Hard to read

Text Alignment
Right Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Hard to read
-Distinguish text from the rest

Text Alignment
Right Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

-Hard to read
-Distinguish text from the rest
-Use only on short text

Text Alignment
Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Formal

Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Formal
-Uniform sides

Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Formal
-Uniform straight sides
-Word spacing can be uneven

Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Formal
-Uniform straight sides
-Word spacing can be uneven
-Claustrophobic with columns

Justified
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management

and

development.

The

Philippine government has implemented

many

forest

programmes,

protection
strategies

and

policies,
projects

over the years. However, in reality, these

initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
Center Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Symmetrical

Center Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Symmetrical
-Jagged on both sides

Center Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Text Alignment
-Symmetrical
-Jagged on both sides
-Hard to read

Center Aligned
There are many factors which should
be considered in assessing the country's
dismal state of deforestation. A major
concern is the failure of both forest policy
and practice to ensure forest protection,
management and development. The
Philippine government has implemented
many forest protection policies,
programmes, strategies and projects
over the years. However, in reality, these
initiatives do not attain their proclaimed
objectives because of the inadequate,
poor, and flawed character of both policy
and implementation.

Choosing Type

Choosing Type
How?

Choosing Type
!
t
n
a
e
g
a
P
e
s
r
e
How?

v
i
n
U
s
s
Mi

Choosing Type
!
t
n
a
e
g
a
P
e
s
r
e
How?

v
i
n
U
s
s
Mi

Parada ng kagandahan

Choosing Type
!
t
n
a
e
g
a
P
e
s
r
e
How?

v
i
n
U
s
s
Mi

Parada ng kagandahan

Jason Moss

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

space and image.

Space

Space
Poster, Flyers, Book covers, Magazines, Tarpulins,
Billboards, CD Jackets, Calling cards, Postcards, T-shirts

Space

Space
-Grids

Space
-Grids
-Templates

Space
-Grids
-Templates
-Composition

Grids

Grids
-A set of guides seen only by the designer.

Grid
-A set of guides seen only by the designer.
-Invisible to the end-user/audience

Grid
-A set of guides seen only by the designer.
-Invisible to the end-user/audience
-Grids must be flexible

-Design logic, limitations, freedom

Templates
-A set of guides noticeable to the end user/audience

Templates
-A set of guides noticeable to the end user/audience
-Cut and paste design

Templates
-A set of guides noticeable to the end user/audience
-Cut and paste design
-Meant for quick turnovers

Templates
-A set of guides noticeable to the end user/audience
-Cut and paste design
-Meant for quick turnovers
-Builds branding

Restrictions are a good design challenge

Sometimes you have to embrace restrictions

Templates
-A set of guides noticeable to the end user/audience
-Cut and paste design
-Meant for quick turnovers
-Builds branding
-Content, content, content

Composition

Composition
-The placement or arrangement of visual elements.

Composition
-The placement or arrangement of visual elements.
-Putting things together to make sense.

Composition
-The placement or arrangement of visual elements.
-Putting things together to make sense.
-Balance

Symmetrical

Asymmetrical

Composition
-The placement or arrangement of visual elements.
-Putting things together to make sense.
-Balance
-Movement

Homeless in
Unhomeliness
Postcolonial c ritiques of PhiliPPine literature
A

t Home in Unhomeliness:

Rethinking the Universal

iterature

ativism or Universalism:

and Gender

in Philippine Poetry

Situating LGBT

(and Sex)

Discourse in

in English

the Philippines

Postcolonial
Camp:

he City

in Philippine

Hybridity

Gay Literature

and
Performative

Inversions

ranslating
the Real:

in Zsazsa

Rethinking

Zaturnnah

Postcolonial
Resistance

he Spirit

in Philippine

(Not the Letter)

of the Word:
Poetry, Myth,
and Spirituality

Literature in English

ranslational

Poetics: Notes on Contemporary

Philippine Poetry in English

he Poet-Critic in

Contemporary Philippines

J. Neil C. Garcia

Composition
-The placement or arrangement of visual elements.
-Putting things together to make sense.
-Balance
-Movement
-White Space

Takot sa White Space ang Pinoy.

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

Graphic Design
A process of visual communication, and problem-solving
through the use of type, space, and image.

A process of visual communication, and problem-solving

through the use of type, space, and visuals.

Visuals

Visuals
-Realism/Illustrative/Symbolic

Visuals

Visuals

Realistic

Visuals

Realistic

Semi realistic

Visuals

Realistic

Semi realistic Cartoon

Visuals

Realistic

Semi realistic Cartoon

Symbol

Visuals

Realistic
Specific person
(not me)

Semi realistic Cartoon

Symbol

Visuals

Realistic

Semi realistic Cartoon

Specific person
(not me)

Could be me

Symbol

Visuals

Realistic

Semi realistic Cartoon

Specific person
(not me)

Could be me

relatable

Symbol

Visuals

Realistic

Semi realistic Cartoon

Symbol

Specific person
(not me)

Could be me

Universally
relatable

relatable

Visuals

Realistic
Serious

Semi realistic Cartoon

Symbol

Visuals

Realistic

Semi realistic Cartoon

Serious

Something you
can escape to

Symbol

Visuals

Realistic

Semi realistic Cartoon

Serious

Something you
can escape to

Casual, humor

Symbol

Visuals

Realistic

Semi realistic Cartoon

Symbol

Serious

Something you
can escape to

Representation/
Concepts

Casual, humor

Color

Slide | 31

Color

anaging Color and Images

49

Color in corporate communication

Is color just a decoration or corporate confidence
indicator?
What does the color of a companys logo tell us about it?
Can you use color as a tool for visual strategy?

PANTONE
Red 231U

PANTONE
Yellow 524 U

PANTONE
Blue 982 U

PANTONE
Orange 820 U

PANTONE
Purple 612 C

PANTONE
Green 720 C

PANTONE
Brown 492 C

PANTONE
Pink 516 C

Color

anaging Color and Images

50

Color in corporate communication

Red means power and sex. The ColorMatters website has
polled over 30,000 people around the world since 1997 and
red came out top in both categories.

Red

It also means good luck in the Far Eastthink of all those

Asian companies with bright red logos.
Coca-Cola, the mother of all corporate reds, was also the
source of the iconic Santa Clauss trademark color: it was the
companys Christmas advertising in the 1930s, illustrated by
Norman Rockwell that changed the traditional image of St.
Nicholas; once and for all as the jolly, old, fat man clad from
head to toe in Coke red.

PANTONE
Red 231U

Color

anaging Color and Images

51

Color in corporate communication

Pink evokes fragility, innocence and femininity.

Pink

On the face of it, pink doesnt look much of a runner for

a robust corporate palette, but unlikely as it might have
seemed in theory, a certain shade of salmon now means
business the world over.
The Financial Times was first printed on pink paper in 1893
as a way of distinguishing itself from its rivals (well, that
obviously worked then).
And why pink? No fancy color theory here, just financial
hardheadedness: pink paper was the cheapest.

PANTONE
Pink 516 C

Color

anaging Color and Images

52

Color in corporate communication

Yellow is a young, fun color.

Yellow

Then again, its also the color of warning signs, cowardice,

the construction industry and business telephone
directories.
The first time yellow was used for a phone directory was in
1883, when a printer ran out of white paper.
Kodak started using its unique yellow in 1906 to promote
a photographic paper called solio or sun. Its a very rich
yellow, says John Draper, European Trademark Manager.

PANTONE
Yellow 524 U

And theres an unusual amount of red in it. Levels of

brand recognition proved that 80 to 90 percent of people
recognized the yellow boxes as Kodak.

Color

anaging Color and Images

53

Color in corporate communication

Green is the color of money, nature, envy and luck.

Green

Unlike any other color in the spectrum, green now stands

for something specific and very political: the green party
and Islam.
Green is no longer just a color for companies such as BP, for
whom it represents the environmental stance the company
is talking about greener sources of energy.
It updated its traditional green and yellow corporate
identity in 2000 with a vibrant sunburst of green, white
and yellow which was checked out by a feng shui expert
before being unleashed to the world.

PANTONE
Green 720 C

Color

Managing Color and Images

54

Color in corporate communication

Brown

Brown suggests straightforwardness, neutrality and solidity.

Paired with gold, it represents respectability and luxury.
UPS began using brown in their vehicles in 1917. It started
as a combination of discretion and common sense (brown
didnt show the dirt on dusty roads), but has since become
so identified with UPS that the new US ads just ask, What
can Brown do for you?
The company has often thought about changing its color
but has always come back to brown. In the US, people
associate the color with memories of parcel deliveries at
Christmas when they were kids, wrapped in Manila Paper.

PANTONE
Brown 492 C

It is also the preferred color of choice by luxury goods

producer like Balenciaga, Prada and Louise Vuitton because
of the rich brown hues of its leather goods.

Color

anaging Color and Images

55

Color in corporate communication

Purple has been the color of royalty, leadership, wisdom
and philosophy.

Purple

During the Roman Empire, only the imperial family were

allowed to wear this color, since it took over 12,000 shellfish
to extract two grams of the pure dye.
Only in 1856, this color was synthetically produced by
Sir William Perkin and called it Mauve. The color became
fashionable and he became the richest Chemist in Britain.

PANTONE
Purple 612 C

The color purple is regularly used by government agencies

in the UK. Perhaps for that reason companies rarely use it
on its own. Although Yahoo! and NTL pair it with yellow
and green for a retro 70s look.
The big exception to this of course is, Cadbury, the
appointed procurer of chocolate to the British royal family,
who originally chose purple in the late 19th century
because it was said to be Queen Victorias favorite color.

Color

anaging Color and Images

56

Color in corporate communication

Blue is the worlds favorite color and it denotes coolness,
calmness, intelligence and authority.

Blue

Hewlett-Packard, Epson, Ford, P&G and Unilever: in

corporate terms, believe that blue is big, and BIG!
IBM has been called Big Blue since the 1960s when it
introduced the system 360 mainframe. The computer
which became the industry standard, was the size of a room
and came in a fetching blue case.

PANTONE
Blue 982 U

The company doesnt actively use the nickname but all the
same the color seems to be in its blue bloodstream. As
one insider says,: Internal projects just seem to get called
blueExtreme Blue, Blue Gene and Deep Blue.

Color

anaging Color and Images

57

Color in corporate communication

Orange

Orange is the happening color for new and old businesses

alike. Until recently, it is Americas least favorite color
because of its association with cut prices and discount
stores, therefore, cheap.
But now, not just website, fashion and interior design
embraces the color but also corporate logos like Orange
Telecoms and Pharmacos like GSK.
They chose orange for its youthful energy, fun and freedom.
Its strategic intent, is to help people to feel better, do more
and live longer.

PANTONE
Orange 820 U

Proof that for the corporate world, orange is clearly the new
black, offering an instant hit of youth, dynamism and now.

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rjordanpsantos@yahoo.com