Brand Identity A corporate color scheme is one of the most significant statements a company makes in the brand selection process. It allows to company to stand out from the competition and evokes emotion. Consider some of the brands whose color schemes are actually embedded in our culture such as Band Aid, Google, Starbucks or FaceBook. Color is often underestimated in the design process but a color palette complete with light and dark swatches are intended to enhance a focal point. The BEAUPORT HOTEL had a black and white logo when I first became involved with the project which was to be the cornerstone of the branding process. The next step was to select a primary and secondary color palette that compliments the logo and the business. The colors selected suit the hotel and its New England seaside location. The mockups provided by the interior designer provided an inspiration. The colors complement and contrast each other which is key. I always select Pantone (PMS) colors that and can easily be translated into CMYK, RGB and the web so that they will look the same across varied platforms.