The colours I want to avoid using are the stereotypical pastel pink and blue as tumtums is meant to be a progressive and stylish shop, below I have experimented with a few different variations of colour.
Pastel red, orange, green and blue:
Darker pastel versions of these colours:
Neon colour palette:
For the tumtums logo I feel as though orange or green would be the best choices as they are gender neutral. They would take the brand away from the typical pastel colours used with baby clothing but I experimented with these colours also just to see a variation.
When looking at the green and orange these were both neon RGB screen colours, the brightness against white when I was testing colours made them stand out and look modern. Within university the best way to achieve a bright coloured print is through screen printing. I had a look at the colours produced compared to the on screen colour versions and the orange wasn't as bright on screen as it is within the fluorescent inks. The neon green seems like the best option after speaking with a few parents they liked the idea of using a bright green as this is something they hadn't seen before.
If the branding was to be produced outside of university with a larger budget they would be printed and designed using pantone swatches to keep a high consistency of colour, this is something I have found challenging as printers normally only print CMYK. But as the logo has been designed in black and to be incredibly simple, variations in different colours would be possible for special items or seasonal collections such as christmas.
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