11 Contrasting Elements
Contrast is relative to the things around it. If you’re looking at a mark on a high-resolution backdrop (a piece of white paper), then it doesn’t need to be high contrast to be legible. In fact, if contrast is too high, even a sophisticated mark can look crude.
When applied as part of an identity program, the mark must contrast from its surroundings. This may seem obvious, but it can be a challenge in practice.
In program application, contrast not only deals with graphic elements such as color and scale, but also substrate, ambient light, backlighting, reflection, texture, angle, translucency, movement, time, and interaction—just to name a few. So, if someone says, “Make the logo bigger,” your solution could be to make ...
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