4. Color Choices
Color brings such an immediate emotional quality to a mark—it can tempt designers into jumping ahead and designing with a particular color in mind. Because most graphic identities face color limitations depending on the application, you’ll need to ensure that a mark will work in several different colors. And because colors are often influenced by trends, what feels contemporary today may look dated tomorrow. That said, a color treatment can make or break a graphic identity. Color choices that are too dated, illegible, unsophisticated, etc., can drag down even the most wonderfully drawn mark.