Color hides weak ideas

A strong color can make a mediocre logo look finished. So for the first two weeks of any identity, I work only in black and white. If the mark holds up without help, color becomes a decision rather than a rescue.

What it reveals

Working this way exposes three problems quickly.

• Shapes that only separate because of their color

• Type that is too light at small sizes

• Layouts that rely on tint rather than hierarchy

When color arrives

Color comes last, and usually there is less of it than the client first imagined. That restraint tends to make the final system cheaper to produce and easier to keep consistent.