Vancouver, BC (February 18, 2014) – Colour really matters to the designers, photographers, art directors, printers and production artists who work with it every day. And when colour isn’t accurate and predictable, that’s a serious problem. To amplify this message, Chromalink turned to long-time client, Subplot Design Inc. to help them tell that story in a fresh, compelling and memorable way.
“Achieving colour accuracy is complex”, says Chromalink founder, Haris Hasimbegovic. “And software
and hardware manufacturers keep changing the game, leaving those who rely on accurate colour often at a loss on how to maintain accuracy in their workflow.”
“All they are looking for is consistent colour from camera to monitor to print. And all they want is to go from their vision to the final result without all that annoying complication and uncertainty”, he adds.
A veteran of colour management, Haris has worked at printers, colour houses and design firms, and has the expertise to bring highly fine-tuned colour management to his clients in a way that lets them focus on their business. With a combination of specialized equipment and expertise, Chromalink makes it possible for the user to see colour accurately on screen, print accurately in-house, and ensure that any 3rd party printers are able to reproduce their work.
“Haris is critical to our studio, and we have been a fan and client for a decade now”, says Subplot’s Matthew Clark. “So we knew exactly what prospective clients are looking for and how to help distill that message down into a succinct identity and promotion.”
The new Logomark literally joins the idea of “colour” (Chroma) and “linking” (the foundation of colour management), while the Identity System celebrates the users’ obsession with colour. From designers obsessing on exact Pantone colours, to artists trying to reproduce specific paint colours, to photographers’ and printers’ unique concerns, the system celebrates the neuroses of the colour-obsessed.
Even the business card doubles as a colour-accuracy test, linking to an on-line version for comparison.
And an email campaign takes it further. Existing and prospective clients received an email promising a remote colour-accuracy test in the form of a PDF. A classic colour-test sheet, the PDF appears correct on screen and the user is prompted to print out the sheet and then compare the results of the print to the screen version to see how accurate their system is.
With a bit of PDF-slight-of-hand, the resulting print-out is, in fact, nothing like the onscreen version, featuring a woman’s face gone vampiric, dead roses and a pool-boy who couldn’t hold his bladder, all with the prompt to call Chromalink if the results don’t match the onscreen version. Using hyperbole, the user is able to engage in this bit of fun and be reminded of the importance of colour accuracy without all the technical and dry jargon.