Why Magenta?

Inspired by the CMYK subtractive color model used in traditional color printing and reprography, magenta can be found throughout my personal and professional branding strategies. It is used to create a novel brand identity, to establish a clear graphic standard, and as an exploration of color theory.

About CMYK

The CMYK color model (/smaɪk/; process color, four color) is a subtractive color model, based on the CMY color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four ink plates used in some color printing: cyan, magenta, yellow, and key (black).

A Novel Brand Identity

Magenta is utilized as a simple and intelligible design element to create a novel brand identity. Rather than relying on a static image or graphic icon to establish a brand identity, i.e. via a traditional logo, magenta serves as a signature aesthetic detail which can be applied to virtually any graphic element.

The reoccurring use of magenta serves as a consistent, yet subtle, reminder of my brand identity throughout my presentation material. Serving as a simple graphic baseline, the viewer is left with little doubt about who’s work they are viewing.

A Clear Graphic Standard

The key to a successful branding strategy is to establish a clear graphic standard. Graphic standards give the viewer a sense of familiarity within the work and provide informed answers to complex design decisions.

Whether it is a contractor reviewing a set of drawings or a hiring manager reviewing a resume, clear and concise graphic standards keep the content intelligible. Keeping the content legible saves time, money, and more effectively presents the content to the viewer.

An established graphic standard also provides the informed answers needed to resolve inevitable design decisions. With a clear and concise graphic standard in place, seemingly complex design questions are easily answered through the proactive development and implementation of the graphic standards.

Color Theory

Just as Architecture is both the science and art of the built environment, Color Theory is both the science and art of utilizing color. It explains how we perceive color; and the visual effects of how colors mix, match or contrast with each other. Color theory also involves the messages colors communicate; and the methods used to replicate color. In my work, the question really should be: Why magenta, white, black, and grey?

This clearly defined color palette is the signature graphic style to my established brand strategy. It utilizes both high and low contrasting color variants to achieve an intelligible presentation. For example black type is placed over a solid white background to optimize contrast which provides the easiest reading experience to the viewer. On the contrary, low contrasting grey type is used to break up text heavy copy while still providing the viewer with necessary information. Magenta, as the single “color” choice, is naturally in high contrast to the surrounding white, black, and grey graphic information. This contrast works well in highlighting important information and bringing content directly to the viewer’s immediate attention.