Brand Color: Close is NOT good enough

By Scott Hosa

That bulls eye on the latest Tide laundry detergent label is ‘pretty close’ to the official Tide Orange color. That’s OK, right? The Hershey Brown color on the new promo pack is in the general neighborhood of the approved spec. Not a problem.

Think again!

For brand managers equity colors are sacred. Design directors demand accurate, exact color reproduction—and every time! As brand stakeholders, we have an obligation to ensure consistency in our brand palette.

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Scott Hosa started his career in the graphic arts at 14 years old as a printer’s helper at a local newspaper, and has been in printing and packaging ever since. He studied graphic design at Youngstown State University, industrial design at The Ohio State University and has worked on all aspects of global branding for clients including Bayer, GSK, Hershey Company, Kraft Foods Inc., PepsiCo., Pfizer, Procter & Gamble, SC Johnson and Unilever. Hosa is currently helping clients build agile brands that thrive in today’s dynamic, disruptive marketplace as associate director of technical graphics at Landor, a global leader in brand consulting and design.