What season is your brand?

What season is your brand?

18 Apr 2017
How to identify the right color palette for your brand personality.

You might have done one of those fashion color tests that tell you what hues you should be wearing based on “your season,” determined by attributes like your eye and hair color, skin tone – and maybe even the blueness of the veins in your arms. But how do you discover the season of your brand? And how can a marketer update your brand to either temporarily or permanently fit with a new season? Our crackerjack design squad has some suggestions. But first, let’s look at what it means to be winter, spring, summer or fall.

Get in touch with your brand’s inner season

Let’s first determine if your brand is warm or cool. Take a look at your brand’s approved color palette. (Don’t have one? Get in touch with our color expert, Sara.)

Your brand is warm if…

Your brand is cool if…

It incorporates browns, ivory or golden yellow

It incorporates black, white, true gray or silver

It wouldn’t run away screaming if you added olive green to the palette

It wouldn’t run away screaming if you added kelly green to the palette


Next, let’s figure out the season of your brand. The difference between spring and summer inspired brands, which are both warm; and fall and winter inspired brands, which are both cool, is the saturation of the color. Spring is light and hopeful. Summer is energetic, sunny and fun. Fall is vibrant and earthy. Winter is saturated and striking. Need a visual? Read on, friend. Read on.


Spring into a new palette

Whether you’re running an ad campaign during a single season, looking to tie your social media shareables to a certain time of year or wanting to permanently update your look to something more fall…or winter, here are several seasonal palettes our design team put together to guide your color.







Mix and match like a pro

Don’t want to stick to a particular season? That’s cool; we’ll warm to that. Just follow these tips for mixing and matching color from our designers:


Identify your five central colors

Sure, you could end up adding accent colors for days, but starting with a solid group of five colors that each fit your brand like a glove is recommended. Test how they look on their own and in different combinations. And don’t forget at least one sturdy neutral.


Revisit the wheel

Build from one of the three main types of color palettes: monochromatic, meaning different tones, shades and tints of a specific color; analogous, which uses three colors that are next to each other on the 12-hue color wheel; and complementary, meaning colors from opposite sides of the color wheel.


Sprinkle in some “custom.”

Like the mono look but not all of it? Swap out a random pop of color from the wheel and see how it sits. But remember that less is more where accent colors are concerned. It’s kind of how tasteful application of red lipstick can make you look finished, but splashy application of red lipstick can make you look like a recently-fed zombie.



 Spring clean your marketing and grow your lead gen efforts.

Tags: visual guidelines, brand environment, Branding, design