Recently, a colleague asked me whether or not we could print the IMG logo in an unapproved color.
Colleague: "We are thinking of giving Tiffany playing cards to some of our guests. Tiffany's can customize the cards with a logo, but they can only print in gold."
Me: "Gold is not in our color palette. Can they do a different color?"
Colleague: "Unfortunately, no. The cards have a gold edge, so it's the only color they can print."
Me: "Would you be interested in producing the cards elsewhere?"
Colleague: "But then they wouldn't appear in a pretty blue box!!"
The unmistakable pretty blue box is exactly why I denied this request and why we keep our colors consistent. Over time, the repetition of color and form can create deep meaning in and of itself.
Indeed, the IMG visual identity is our attempt at the Tiffany's box: it's a simple, well crafted, classically designed container which houses some of the world's most valuable gems in sports, fashion and entertainment.