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Color symbolism


The basis of psychologically effective image is thorough research and preparation of its symbols. Therefore, all reputable organizations must have a “style guide” - a set of rules which includes all graphic elements, fonts and much more besides related to brand identification and its application / positioning possibilities. The color palette plays one of the key roles here.

The processes of highlighting certain shades have always had semantic definition: in the ancient times they were associated with the environment, cultural values, or simply ability to obtain them artificially. In our time of globalization and urbanization, the Pantone Institute dictates the trend color for a new season. This opinion is authoritative, the decision is highly expected for many mischievous industries. Therefore, we, Vipservice, have touched on this topic so unexpectedly: 2023 has been declared the year of Viva Magenta 18-1750 — gradient of dark purple and red which is also included in the holding brand book palette.

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It should be noted that the specialists of the institute do not simply declare dominance of some shade, they necessarily complement it with semantic load. So, they figuratively interpret Viva Magenta as "a fist in a velvet glove." Bright enough, right? It is associated with the rebellious spirit of the times, thirst for the unconventional, confidence, and strength, need for creative experiments. It is designed to glorify life, show humanity, and sympathy as well as fierce grace, courage, and fun. Well, endurance, and resilience, flexibility, and confidence, creativity are a must – these are the values shared by Vipservice. Therefore, we expect 2023 in high spirits, and “tackling new challenges” is a familiar thing for us, a team of special spirit and high professionalism.

 


12.12.2022