Gold
That cringe associated with a client suggesting they’d like their logo in gold has been replaced by the designer suggesting the same back to the client. The afore mentioned embrace of subtle gradation has led to a swell in the number of marks rendered with their own glint of faux bullion. While the option of foiling a mark or utilizing metallic inks are both traditional solutions for such a dilemma, neither solution translates to the screen. Our industry has seen the importance of digital imagery rocket past the secondary print materials in the last decade, but note this as an evident shift in who has the car key.
Gold still conveys everything it always has, it just has a better agent working for it. Flexibility in rendering is still abundant. If you want a flat gold, go for it. If you want a sheen, do you want it flat or textured as in the letter B monogram? Or, since you’re digital, maybe you want a gentle wash of light across the logo with a lens flare and a ping at the end. Let’s hope not. Gold, used properly, still carries a 14K level of prestige, elegance, and sophistication like no other color. It’s a color the public expects, the application is not.
ULYANOV DENIS, AMA RIVER CRUISES
