It was noted that the colours previously used to represent the brand present a few issues with the now refined company direction:
Firstly, they tend to clash with partner and client brands – presenting an issue with packaging applications.
Secondly, they tend to represent ideas that are less inline with the brand image Clinect is striving for. For example, within the context of healthcare and medicine, lime-green tends to represent ‘youngness’, ‘non-pharmaceutical’, and ‘alternative health’.
Old brand colours
For these reasons, the complementary colours we have selected for the brand revolve around the blue and purple scales.
As far as subconscious associations are concerned:
Blue tends to be associated with loyalty, heritage/history, calmness, and confidence.
Purple tends to be associated with a deeper level of thinking, compassion, listening, and intellectual wealth.
We have chosen to use the icon component of the brand in a slightly more translucent tone of purple. This was done to give an additional touch of ‘transparency’ to the identity, putting an added focus on the approachable nature Clinect wishes to project.
New brand colours