One search on the psychology of color will make your head spin. When branding, thinking about color in terms of ‘fit’ is the right approach.
CASE STUDY: THE CANNERY
Fuel Opens a Can Of...
The Cannery at the corner of Stockton and Alhambra Boulevards in Sacramento is in a prime location, and its historic brick buildings make it stand out. One of Sacramento's design legends, Michael Dunlavey did the original brand and the iconic can attached to the building, so for FUEL this project was personal. Our goal was to retain all the great work the Dunlaveys did and update it so it stays relevant and effective—so it will be here another 20 years.
We made slight modifications to the logo just to smooth some of the rough edges off and make it more signage friendly. We then set about creating a wayfinding system for the classic property (with all its classic confusion) that welcomed visitors, set them on the right path initially, and then got them to each building. Painted on addresses complimented the original aesthetics of the place. We made sure to utilize the existing sign structures to keep costs low, and just modified the flow of the signs so the experience was better for the space.
The project required tight coordination between the client, the landscape architect and the city's historic commission.