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Color | Part One

Color creates emotion, triggers memory, and gives sensation.

Color is used to evoke emotion, express personality, and stimulate brand association. While some color is used to unify an identity, other colors may be used functionally to clarify brand architecture, through differentiating products or business lines. Designers formulate special and unique brand identity color strategies. Traditionally, the primary brand color is assigned to the symbol, and the secondary color is assigned to the logotype, business descriptor, or tagline. In addition to the core brand colors, system color palettes are developed to support a broad range of communications needs. Ensuring optimum reproduction of the brand color is an integral part of basic standards and part of the challenge as new media tools proliferate.