Step 3: Select a primary brand color
Knowing that orange would somehow play into my color scheme, I decided to first select the brand’s primary brand color. In order to do this, I had to consider both the overall brand aesthetic and the logo.
While the logo design was not finalized yet, I knew that the chicken association — being that her nickname throughout her career was “Teacher Chicken” — was a primary element the stakeholder wanted the logo to incorporate. With that in mind, I conceptualized a first round draft using downloadable icons and some initial color selections. Teacher Chicken was also known for her multi-colored hairstyles (as evidenced by the photos used throughout her website’s design), so I threw a pop of purple/pink into the logo.
This started to throw off my palette — until my mentor reminded me that just because I use a color in the logo doesn’t necessarily mean it needs to be in the brand palette.
“Be careful not to use too much color,” he said. “If you make things too playful, you run a risk — there’s a thin line between being really creative and not being considered professional.”
With that in mind, he challenged me to look at the color selections I had made and determine which would be the one color I’d want associated with the CCC brand — and I could only choose one. For Coca-Cola it’s red. For Spotify, it’s green. Which would CCC’s brand color be?
Given that yellow represented many of CCC’s core brand characteristics, was a strong attention-grabbing color with many positive emotional attributes (and is also often associated with kids products), and was present in the initial logo concepts, I settled on yellow as the way to go.