Seeing a logo that's been in your life for years all-of-a-sudden rendered in different colors can be as jarring as a friend's sudden dye job. They just don't look like themselves. And if they just don't look like themselves, how does this change the way we relate to them?
In a recent experiment, Brazilian graphic designer Paula Rupolo swapped the color schemes of competing brands’ logos, revealing much about the power of designers' Pantone choices in determining identity. “Colors are the first thing you notice in a logo, what gets fastest to our brains," she says. "Then you read a logo’s shape, icons, or typography."