Corporate Colors Presentation

© Vektrex | info@vektrex.com
Vektrex
Identity Guidelines
2017/2018 Revision

Background

Why is a color palette important?
• A color palette portrays a certain mood and gives personality to brands
• Color consistency increases brand recognition up to 80%

How do we choose our brand colors?
• Our primary color is Vektrex Blue
o This color comes from our logo
o It represents our loyalty, trustworthiness, and confidence

History of our color palette
• Our old palette contains very similar colors and we weren’t using most of them
• A revised color palette is needed to match updated brand image

Goals
1. Teach Marketing Team about color palette
2. Discuss color palette decisions

Overview

The old color palette

Does not match any
brand colors.

Does not match any
brand colors.
Very similar.

The revised color palette

Revised palette breakdown

Every color in the revised
palette is based off of a
Pantone*

Loyalty to our values,
trustworthiness, confidence

VEKTREX
Blue*
• Comes from the wings in the revised
logo
• Used a lot throughout our website and
marketing materials
*Note: this color is not based off of a Pantone. The CMYK values were pulled directly from the revised logo and then a Pantone was selected to achieve as close a match as possible.

Bold nature

VEKTREX
Dark Navy
• Revision of the old palette’s Dark Blue
• Significantly richer color
• Potentially our generic color

Creativity, enthusiasm,
success

VEKTREX
Orange
• Revision of the old palette’s Orange
and Dark Orange
• This color is based off of the orange
used in the LM-80 brochure

Professional

VEKTREX
Deep Grey
• Exactly the same as the old palette’s
Dark Gray
• It’s worth noting that this is a rich grey

High-tech, modern,
cutting-edge

VEKTREX
Silver
• A lighter shade of grey was selected to
achieve adequate contrast between
Deep Grey and Silver
• Silver is a more neutral color, which
makes it very useful to have in addition
to Deep Grey

Improvement, ideation

VEKTREX
Light Blue
• A revision of the old palette’s Cyan
• It was decided that we do not want a
color that is close to teal
• Cyan (in RGB) is an equal mix of green
and blue, causing some shades to
appear teal
https://en.wikipedia.org/wiki/Cyan

Commitment to the
environment

VEKTREX
Green
• Initially used in P/A/R webinar series to
represent DC mode
• Doug & Co. selected this green for the
PRF brochure
• Green added to palette to reflect
values listed in About Us

Authority, thought leadership

VEKTREX
Navy
• Related to the old palette’s Dark Blue
• A more colorful version of Dark Navy
• Intended for use in color gradients and
as another blue option

Cooperation

VEKTREX
Magenta
• Selected by Doug & Co.
• Used in the Reliability brochure

Product color associations

Notes
• These associations are not final
• The following slides represent associations based on current literature
• It’s okay to change these in any way

Dark Navy is our generic color.
This should be used when a
color is required for a
document which
encompasses multiple
products. It may also be used
with any products lacking a
color association.

document which
color association.
Green is associated with PRFs.
It may be used for PRF-
related products.

document which
color association.
related products.
Orange is associated with DCPs
and LM-80.

document which
color association.
related products.
and LM-80.
Magenta is associated with
Reliability Systems

document which
color association.
related products.
and LM-80.
Blue is associated with DCs and
(as the Vektrex logo color) is
associated with the brand in
general. May appear in many
places.
Magenta is associated with
Reliability Systems

Actions

Actions
1. Update spec sheets according to color decisions
2. Update Identity Guidelines poster according to color decisions
3. Update Style Guide according to color decisions
4. Get Doug’s input on the palette

Resources

Resources
1. https://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/
2. https://coschedule.com/blog/color-psychology-marketing/
3. https://modassicmarketing.com/difference-between-cmyk-rgb-pms
4. https://color.adobe.com
5. https://www.shutterstock.com/blog/color-symbolism-and-meanings-around-the-world

Example Palettes

International color psychology
1. Blue: healing, evil repellance, immortality
2. Orange: love, happiness, good health
3. Purple: high rank, mourning
4. White: death, mourning, bad luck

Guidelines

Guidelines for color usage
1. Once finalized, color palette may not be changed without a quorum
2. Designs should use a maximum of 3-4 colors
1. Gradient bars are an exception to this rule
3. Text layouts should use color to accent content and draw attention to important items
4. Full color backgrounds may be used sparingly

Corporate Colors Presentation

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