My client is a publically traded American company with subsidiaries in other countries. The parent company’s logo is a patriotic red, white, and blue design.
The CEO took a trip to visit one of the subsidiaries. Installed in their lobby was 3D chrome metal version of the logo. It looked gorgeous.
Normally, the CEO is a reasonable guy, but severe pressure from stockholders throws good sense out the window. The stockholders fell madly in love with the chrome logo, so he called me from another country…
Client: They converted the logo to chrome down here. It looks amazing. I want to convert all our logos to chrome.
Me: That’s great and I’m sure it looks wonderful, but we can’t change the logo to chrome. First, chrome is not an Internet color, so we’d have to pick a shade of grey. Second, there is no chrome PMS color. We’d have to pay a premium to print all stationary and marketing materials with a silver foil. That added cost will be way above budget. You could go a little cheaper with a metallic ink, but that won’t look chrome. Or you could pick a grey PMS color. So do you want to change the logo to grey or keep it red, white and blue.
I want it to be chrome and I don’t want to use any special printing.