COMMUNICATING WITH COLOR
The color palette was selected with as much intention as the icons within the logo. We began with "retail blue" which leans more toward purple. We love how purple is a visual paradox, combining the calm stability of blue with the fierce energy of red. It also represents a blend of the two largest retail chains in America. Since Paradox works with brands among all retail spaces, it made sense to approach the overall palette in this way. On the opposite side of the color spectrum, we have "leadership orange." This is a highly creative color that represents the bold ideas that come from the team at Paradox. Then, balancing the scale, we added "agility grey" to the mix. This color helps ground all of our designs and provides a practical and sophisticated baseline from which to work. We purposefully chose soft hues within each color spectrum, to further echo the paradox of a daring, yet approachable company.