As you know, the colours for our new flourish identity haven't been sitting well with us for a couple of weeks now. We've selected colours from the Spring palette: light and clear which whilst I like them, when we translate them to the logo I'm finding them a little garish and lacking in substance.
Whilst I buy into a lot of the Spring personality, my concern was that it lacked depth and gravitas. I was struggling to take some of the colours seriously and they just didn't have enough "punch" on the page.
And having battled with the spring colours for some time we went back to the drawing board, and just as an experiment put Autumnal colours next to the Spring ones. Here's the result: Spring colours on the left and Autumnal ones on the right.
The ones on the right just have so much more depth and substance. Caroline and I fell in love with the colours straight away and realised that we needed to consider the Autumn palette for the business.
Autumn businesses are efficient, they finish what they start, they're career minded and ambitious. They're campaigners and like to champion the underdog. That fits well with our strategy of bringing great design to small businesses. They like natural textures and the natural world and are people and family focused.
So we're probably on the cusp of Spring and Autumn and having really tried hard to embrace the Spring thing, we're thinking Autumn is just more "us". Our mentor Bernay Laity is in agreement that the Autumn colour palette can work just as well for the business as long as we keep it on the lighter, brighter, side of Autumn.
And so here are the new flourish logos. (and Stephen: you'll be glad to see the orange!).
And here are Izzy and Ian's business cards.
What do you think?
Tagged as in Branding, Case Studies, Colour Psychology, Flourish Stuff, From The Studio, Graphic Design, Logo Design, The Flourish Identity
