hyattplace_logoToday I drove past the construction site for Hyatt Place Seattle, where the colorful Hyatt Place logo caught my eye.

Of course, being the print woman I am, my first thought was, “How would I print that?”

It occurred to me that this logo could be reproduced as spot colors only on an 8-color press. The other choices would be 4-color process builds—or RGB on the web.

Curious to know more about the Hyatt Place mark, I did a little web sleuthing and learned that it was designed byLippincott, am international design and brand strategy consulting firm.

Check out Lippincott’s interesting case study about the development of the brand and take a look at more Hyatt Place brand elements there.

Traditional considerations

In the olden days of yore—not that long ago, really—marks were often designed as graphic shapes and letter forms first, with color decided later.

Careful thought was given to how the colors selected looked in the uncoated (“U”) Pantone vs. the coated (“C”) Pantone. (They are often completely different.)

The list of considerations for logo reproduction included 1- and 2-color printing for stationery and everyday items and 4-color printing for magazines ads.

Thought was also given to how well the colors worked for faxing and photocopying. I’ve steered more than one designer away from selecting a”non-repro” turquoise blue ink!

Unusual applications were considered as well, such as how the logo could be reproduced on a T-shirt  or jacket, in embroidery thread or screen printing inks.

Are logo design considerations changing?

OK, back to that Hyatt Place logo. Thinking about that mark got me to pondering the changing landscape of logo design. When a mark is designed to work in an RGB web world, are designers thinking in RGB and CMYK?

One of my design firm clients is finding it challenging to reverse-engineer  back to spot colors from a CMYK logo provided by one of their clients.

A print rep friend chimes in that ever since they installed their Cannon digital press, he’s seen a lot more CMKY logos come through the door.

So are spot color logos still necessary in a going-digital world?

What do you think?

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