Since its unveiling last month the Olympic logo has caused much comment from the design world and the public, so,  I thought I would chuck in my two penneth worth and add my comments to the fray.

Radical. Inelegant. Brave. Brash. Original. Outdated. Unreadable. These are some of the words that have been used to describe the design community’s reaction to the unveiling of the new 2012 Olympic brand logo.

Controversial it certainly is. The unexpected colours and design combine to make one react with shock. The logo is expected to ‘evolve’ the closer we come to the Olympics in versions of other colours – blue, green and orange. All use the colour yellow which reinforces a message of optimism and confidence and therefore is a good colour to use in this context. However, the first noticeable thing about the unveiled version is well, how very PINK it is.

The Olympic logo – girl power?!

Traditionally the ultimate ‘feminine power’ colour this particular strong magenta hue shrieks at us like the over competitive mum entering the parent’s race at school sports day elbowing her way to the front and claiming the prize – and indeed this colour might not look out of place championing a female only Olympics!

Psychologically we associate pink with the ‘female’ qualities of nurture and care, it is also a physically soothing colour. Some products that we associate with the colour pink might often be female orientated – even household, medical or skin related such as cleaning agents, plasters, face creams and stomach preparations etc.

For example, one such product – Vanish Oxi Action  has a very strong magenta pink container appealing to the female/powerful/cleaning mode of our psyche. This deeper hue of pink has undertones of red and blue that subconsciously underpins its qualities of strength and efficiency.

In another example of girl power, the company ‘Sheila’s Wheels’ aims its services at the ‘pink purse’ communicating its female only car insurance products through the use of a bright version of this colour. A division of the company Esure, the Sheila’s wheels product developed from research and strong opposition to the EU directive that would have seen women forced to subsidise men through their car insurance premiums. Women were found to claim less, are responsible for far fewer driving convictions and in short have an attitude towards their cars, driving and other road users that is often far more considered than those of their male counterparts – in short we care more.

But, apart from the mistaken use of the colour pink, where I think this logo misses the mark is in its use of colours from 3-4 different colour palettes thereby presenting mixed messages. The design style (text and shape etc.) belongs to a psychological ‘colour personality’ (winter) whose qualities are technical, efficient, forward thinking, powerful, and logical; not perhaps wholly representative of the qualities we might associate with the Olympics?

A group of colours that I think equate more with the values we associate with the Olympics would be from the springpalette. Psychologically these warm, light and clear colours far better convey the qualities of movement, high energy, speed, extroversion, optimism and excitement.

Tip: Colour is the first and most significant part of your message. Think about capturing the core value of your business and reflecting that in the colours that you use for your branding. Take a look at some of the meaning and effects of the different colours here.

For so long now we’ve all been hidden under a blanket of grey cloud and torrential rain, bereft of any decent periods of warmth and sunshine that it has inspired me to write about the colour yellow. My hope is that although we may not be enjoying the benefit of much sun at the moment, this newsletter article might help to bring about the warm memory of it to your imagination.

Light has such importance to us and there are those that for whom the lack of it can set off a form of depression and other uncomfortable symptoms in the ‘Seasonal Affective Disorder’ condition. We perceive the sun as yellow and its welcome appearance we find uplifting. In India the Hindus wear yellow to celebrate the season of spring. At a more primal level we recognise the importance of the sun to our own survival and the lifecycles of other plants and animals without whose growth and sustenance we too would not be able to survive.

Although I will quite often meet people who are a little nervous of wearing yellow, many appear quite happy to choose it as a decorating colour. Yellow appeared to be quite popular as a decorating colour in the 80’s and 90’s in kitchens, living rooms and even bedrooms. A designer that I recently met had told me that yellow was still by far the best selling colour within the Designers Guild paint range.

Yellow is an emotionally stimulating colour, it relates to our self-esteem, confidence and optimism. In a country not best known for its quality of light it is understandable that we should reach for the uplifting properties of yellow in paint can. However, as an emotionally stimulating colour its effect as a bedroom colour might not be so relaxing or restful. I have been told of a story relating to a hotel room many years ago that was decorated in a predominance of yellow and which happened to also be the room in whose occupants seemed to fall out with each other or cause problems for the hotel staff in some way! An over use of the colour in this room had the unfortunate effect of over-stimulating the emotions of those who stayed in it

However, yellow is a great colour to use in hallways and entrances where it will appear welcoming and friendly, as it will in other areas of the home or any property where an upbeat energy is required. From warm creams and buttery yellows to mustards and gold, the addition of yellow perhaps even with accessories can instantly add warmth and brighten up a room.

Bringing the sunshine in

In an office yellow can enhance confidence and positive communication and so can make an ideal colour to consider using perhaps within a sales environment.

**Tip** The same ‘rules’ apply when using yellow as with other colours – be wary of the over use or strength of the colour if you wish to create a harmonious scheme.

Useful paint colour references for yellow

Crown - http://www.crownpaint.co.uk/colourexp/products/

Dulux - http://www.dulux.co.uk/webapp/wcs/stores/servlet/ColoursLandingView

Designers Guild - http://www.designercolours.com/colours/colourcard.php?man=18&ordered=y

Farrow & Ball - http://www.farrow-ball.com/productlist.aspx?cid=PC&language=en-GB