Exercise 03.06: Colors and Identity


The goal of this assign­ment is to sup­port brand com­mu­ni­ca­tion through plan­ning, research­ing and pre­sent­ing a series of col­ors that sup­port cor­po­rate mis­sion and vision.


The objec­tive of this assign­ment is to cre­ate a set of color com­bi­na­tions that pro­vide pri­mary iden­ti­fi­ca­tion of a visual iden­tity sys­tem, as well as cre­ate tan­gen­tial vari­a­tions of that theme for sup­ple­men­tal use.



Using the the logo, sup­ple­men­tal explo­ration exer­cises (Albers’ and Itten’s color exer­cises from ART 318 GD II), develop a pri­mary and sec­ondary color palette for the cho­sen logo.

Part One

Develop the pri­mary color palette to include color 2–3 choices in a vari­ety of pro­duc­tion methodologies:

  • CMYK
  • RGB
  • Pan­tone Uncoated
  • Pan­tone CMYK
  • Hexa­dec­i­mal
  • ORACAL® 651 Inter­me­di­ate Cal

Develop the sec­ondary color palette to include 3–5 sup­ple­men­tal col­ors to sup­port diver­sity in a design solu­tion. Any of the avail­able color jux­ta­po­si­tions that are proven appro­pri­ate to the end goal of the visual brand sys­tem. Doc­u­ment these col­ors using the above color sys­tems as well.

Part Two

Down­load the assign­ment files from the course D2L site. Cre­ate a sam­ple of the pri­mary and sec­ondary swatches using color groups. Save the file as a PDF and as an Adobe Swatch Exchange file for each system.


  • The fol­low­ing rubric posted on D2L will deter­mine assign­ment score: Exer­cise Grading


color selec­tion, color the­ory, color com­mu­ni­ca­tion, file organization,


Adobe Illus­tra­tor, Acrobat,


Wednes­day, June 9, 2021. Exer­cise Given.

Wednes­day, June 23, 2021. Part One and Part Two due. PDF and .ase files uploaded to appro­pri­ate D2L Dropbox.