When is blue not blue?

Branding or rebranding is a process involving a few big decisions and many, many small ones. For example, choosing a paper that is brand-aligned and a Pantone color that works well on coated and uncoated papers. In this photo, the reflex blue on coated paper has a bit of spectral shine that renders it as  purple. Our long experience in marketing tells us that blues are notoriously challenging to match. Our clients rely on this experience to help them make wise choices, from logo development to brand launch!