Before a mark, before a typeface, before a single word of the brief is settled, we choose a colour. Not a palette: one colour, the one the brand would be if it had to be only one thing.
It sounds like a shortcut. It is the opposite. A single colour forces every other choice to answer to it, and a brand that answers to one thing is a brand people remember.
Start where the light is
We look at where the client already lives: the street, the shop, the packaging that is already in people’s hands. The colour is usually there, waiting to be taken seriously.
A brand that answers to one thing is a brand people remember.
Then take everything else away
The second colour is the hardest to add and the easiest to regret. We add it only when the first can no longer do a job alone, and never just because the grid looks empty.
Want to talk about your own? Write to the studio.