Here at work, we have been working on the final phases of the concept creation for my company’s new brand. Lately, we hit a snag over the gradient that was applied to the logo by our consultants because it drove up the printing costs and the consultants insisted that pantone printing would ensure a brighter print for our corporate collaterals. That’s all well and good, except for the fact that it is highly challenging to create gradients with pantone colour printing. We asked several different printers and the answer was always the same – it would cost more, and might not look consistent. [Read more…]