A Logo That Changes Colours? Is That Allowed?
Technically speaking, a visual identity is going to gain strength with consistency. In many cases, brand standards would dictate sticking to the exact same colour or colours whenever a logo is used.
We're consciously breaking this rule of visual branding. Instead our logo usage guidelines specify that our logo is presented in six different colors. The colour of each logo reproduction should be decided based on what works best with the surroundings, or if it doesn't matter, the choice should be random, with no single color used more than the others. This would be a bit of a nightmare if we were producing a lot of print materials, but since we're a digital firm embracing screen communications, we can get away with it.
Let's face it, Google has rewritten a lot of the rulebook on visual branding, especially when it comes to messing with one's logo. Since they have one of the most valuable brands in the world, and primarily in digital media, we're not exactly the ground breakers here. That being said, with all our experience in branding and design for large and medium sized companies and organizations, none of us have ever had the opportunity to take this approach to logo usage standards.
We're looking forward to reporting back on how it goes. If you've done some experimenting with logos that rotate through colours, let us know.