Branding Your Logo ~ Coated or Uncoated

Standard PMS Colors

PMS colors ~ Coated or Uncoated Makes a Big Difference

When it comes to your Logo, you are most likely very aware of what your PMS colors are….if not, please check with your graphic artist and then also consult a PMS chart.

There are several tips I would like to share with you regarding your logo colors:

1. Understand exactly what you are getting when you are told by a Printer or Distributor that they will do a closest match for your color. 

This is usually at no cost to you, however, depending on vendor, “closest match” could be very different than what you expect to see.  Another factor is that you continue to see your incorrect logo color and then lose sight of your Branding.

2. Is your PMS color “coated” or “uncoated”….i.e. PMS240 C or PMS240 U

Although the same number, they can be very different colors and depending on paper or product it is to go on, it could have a totally different affect.  To solve this problem, you must ask if vendor is using Coated or Uncoated.   If it is opposite of what you have, review the PMS Chart to see if there is another PMS number that more closely matches.

3. Be Consistent ~ Closest match is OK as long as you take steps to get your PMS color truly as close as possible. 

Do not alter your logo colors to match a particular piece you are using for promotion.  What you may do without affecting your Branding is use Black, White, Silver or Gold ~or~ you may use tone-on-tone, which is used a lot on wearables; i.e. tan windbreaker w/tan logo embroidered.

While Logo PMS color is not the definition of Branding, it is a factor that impacts your company’s image and triggers a connection to your customer and potential customer.

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About Diane Meyer
Diane has more than 20 years in the corporate environment as Marketing Manager, Marketing Training Director, Advertising Manager and PR Manager for such companies as Celanese Corporation, BJ’s Wholesale Club, Kimberly-Clark Corporation and The Money Store. More recently she served as Executive Director of Community Health Campaign overseeing all the marketing efforts for 13 health agencies.

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