Application of color overlay in brand

We usually study color, to understand the feelings of color, in order to be through the color of the strong expressive visual factors to arouse the various emotions of the viewer, through the color expression designers want to respond to emotions. and the color of the expression of methods and ways, often very few designers to pay attention to. And this article, mainly through some excellent brand design cases to introduce color overlay in the brand design of the application.

Superposition is the process or method of being called to overlay a basic figure, such as a graph or attribute feature that we have generated beforehand. Overlay mode blends the "base color" of the image with the "Blend color" color to produce an intermediate color. The colors in the base color are darker than the blend color, which multiplies the blend color. Colors that are brighter than the blend color will mask the blend color, while the highlighted and shaded portions of the image remain unchanged, so the overlay mode does not work when coloring black or white pixels.

The comic girl from North Gang Qiu Ji, he superimposed the image to the left of a layer of red, but the eyes did not cover, the girl right eye due to the impact of the micro-red background, in the human visual sense and hairpin blue color consistent, and in fact, both eyes are gray. This "antagonistic process" proves that your eyes are deceiving you, and that the color is actually affected by the brightness. As Picasso created the Blue age, the entire painting felt only blue, but it is clever through the brightness of the relationship between the character and the environment become clear. So talk about the superposition of colors, you have to say the color of the brightness of the relationship.

Here are some examples of how color overlay applies in brand design:

Portuguese Power Group (EDP Energias)

EDP Energias is the largest energy company in Portugal (http://www.edp.pt/en), and the new image is designed by the Stefan Sagmeister Company in New York. Design the logo into a dynamic, in the actual use of color to take a bright red and dark red, the different brightness of the relationship between the red with the transformation of the shape of the superposition of each other, forming interesting graphics. The new logo is made up of seven basic shapes, and the designer also designs a series of icons, which, like the new logo, use basic geometry to create an interesting image by stacking them between different red degrees.

The catering Company

The Art of Food

The catering company, as a food firm, not only brings food and services to consumers, but also uses art to locate food and portray it. This attempt is innovative and modern. Through a creative process to understand food, let consumers participate in the art of cooking. Designers use painting and use different foods to create an interesting visual language. This native color, with a very friendly watercolor form of color overlay, bold color illustrations as the main visual device, unique brand performance is unforgettable.

Mikhailov & Business PR strategy Consultancy

Mikhailov & is one of the earliest PR consultancy companies in Russia (http://m-p.ru/eng/). The new logo is superimposed on five colors-yellow, orange, light blue, purple and coral-to create recognizable 6 different images that represent wisdom, strength, success, development and growth, beliefs and commitment.  Bright colors also appear in contrast to other video devices and grayscale images. The project was designed by IVR, a Russian design company.

Cloud storage Service CX (movingbrands)

To stand out in the near-saturated cloud storage market, designing a unique brand image for CX is a movingbrands priority. "CX" as the letter element of the logo, the use of the color of the eye will be the letter "C" and "X" superimposed, and in the actual use of the derived image more flexible, not only in the color of the transformation superimposed on the graphic elements of the superposition, is ever-changing, full of infinite energy. Movingbrands interprets it as "Cloud to the" X ", which is meant to convey the power of infinite (" X ") forces from the cloud.

British Columbia Film and Media Bureau

Looking for a unique identity, to establish a suitable visual image, to better embrace change is exactly what bcfm is going to do, SmashLAB design company, using a solid sense of words that represent the stability of the organization. Then it will be like halo, hazy superimposed color, using rich color spots placed in the light background, applied to the entire identification system, feel like to explore what, excited, but visually consistent feeling. The result is very unique, flexible visualization that effectively communicates bcfm advanced and forward-looking thinking nature. The new recognition system conveys the energy of a wide range of colours to the relative robustness of the logo, expressing their professionalism and solidity.

British Columbia Film and Media Bureau official website: http://www.bcfm.ca/

SmashLAB Design company: http://www.smashlab.com/

From the above example, we should have some understanding of the application of color overlay in the brand:

In the brand design, the use of color superposition of the method, according to the actual nature of the color, as well as the laws of color, to avoid messy situation, in the form and color to seek differentiation, can make the brand in the competitive market to stand out, unique. Color in the superposition of use, with rigorous, professional attitude, each of the different forms of superposition can appear completely different visual effects, such as the case of food companies using the superposition of watercolor methods, showing a kind of original ecological brand image, different from other, appear ecological, organic.

In the use of color superposition, according to the composition of each color, brightness, hue and size of the area to master the rhythm of adjustment and change, different colors in different lightness, purity, hue and shape of the weight of the people have a very big difference, cold adjustment than warm tone light, high brightness than the lightness of light, In the composition should pay attention to these basic color laws, make in the application process appears coordination, the whole.

Any color block in the composition should not be isolated, it needs the same or similar color block up and down, back and forth, the direction of each other echoes. And to point, line, surface form to make the density, the actual situation, the size of the rich changes.