Some of us have been familiar with logos and their colours for years. If they were to change, what impact would this have and how would we view the company as a result?
In a recent experiment, Brazilian graphic designer Paula Rupolo swapped the color schemes of competing brands’ logos, revealing much about the power of designers’ Pantone choices in determining identity. “Colors are the first thing you notice in a logo, what gets fastest to our brains,” she says. “Then you read a logo’s shape."