Which RGB or HEX value do we use? Which CMYK build? Do we need a Pantone color? What happens on coated versus uncoated stock? And what is the approved alternative when the original color simply can’t be reproduced in the chosen medium? A professionally developed palette accounts for where the brand actually has to live. It establishes how colors should be specified, reproduced and translated across digital and physical applications. Because brand colors need to do more than just look good.