Overview
KolorID is a company with a very direct purpose: invent better ways for people to identify color. Their first device is currently in development, and will allow consumers to identify the specific paint color of their living room wall without consulting a hefty box of sample swatches.
The mark necessitated a friendly, outgoing nature that would welcome a potentially non-tech-savvy audience while grabbing the consumer in a new and interesting way. After many sample compositions involving literal interpretations of color, I suggested that we project the “human” and “identification” aspects of the company literally, but allow “color” to show through in it’s application. The magnifying glass concept was born.
The mark is fully capable of reproduction in traditional media, but in many applications (including the web site header with transitioning background colors and die-cut business cards) the inner “glass” portion of the image will allow the color of the environment to show through.