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SMS for design and advertising Getting started with SMS colours SMS BLOCKS Cost of ownership

SMS for print Printers (in all categories) SMS READY - or not?

The Spot Matching System (SMS) is originally created for so-called Brand Design, - i.e. for brands to use SMS colours in their official brand logos and as their official brand colours.

The system is a device-independent, LAB based, professional colour palette, containing a total of 5.214 colours for 21^st Century demands in design, where visual predictability and consistency in colour from product to marketing in any mainstream media is a key factor.

Device-independent means that SMS colours don't depend on just one device - or media for that matter. Using modern icc colour management, they can be reproduced in RGB on digital displays and in process printing on coated or uncoated substrates, be it standard CMYK for offset, gravure or flexo printing presses, for digital printing on paper or textile. SMS colours can additionally be reproduced using analog paints and dyes.

The main advantage of the Spot Matching System is that both our standard SMS colours and our ECO colours fulfil the criteria that designers can use the same SMS colours consistently in standard CMYK printing on coated paper, CMYK printing on uncoated paper, for standard digital displays such as laptops, tablets and smart phone displays and on TV/Cinema, maintaining the same colour(s) visually for side-by-side comparison.

This consequently means that you can easily communicate the expected visual appearance of your SMS colours, as they should look when printed in CMYK on paper or when they are displayed online or on Television with your customer and stakeholders around the world instantly via email or a website to take the guesswork out of the equation and to speed up your work.

Since the Spot Matching System is based on fixed LAB values, of course any product can be manufactured in SMS colours using existing, proprietary inks, paints or dyes to ensure correct colour of the final product. This means that any product manufactured and dyed using SMS colours can also be marketed colour correctly in any mainstream media to maximize customer satisfaction.

No other colour matching system can pull this off.

If you are planning a multi channel advertising campaign, it is obviously important that at least the key colours of the campaign are kept consistent for a seamless visual experience in print, online and on television (i.e. in the mass media).

SMS colours are ready for the future - perfect for AR (Augmented Reality) and VR (Virtual Reality) projects, since it is possible to keep our SMS colours exactly the same (background colour, text colours, logos, effects and even photographs) in print visually seamless to the same SMS colours displayed on any display, including a smart phone/tablet display or any LCD display, making the visual experience feel as visually seamless as technically possible.

See for instance this animated print ad which was posted in the Icelandic newspaper Frettabladid on Thursday October 17th 2019 (SMS colours were NOT used in this case - which explains the difference in colour between the printed background and the background used for the display).

With the Metaverse currently being built, most companies will probably want to secure a spot there. At this stage it would for sure be a really good idea to pick out brand colours that can in fact make the trip from the real world to the Metaverse and back without shifting completely to other colours, so erm yes, SMS colours are built for trips like this. Other colour palettes in the market are not.

 SMS has some interesting features that no other colour matching system in the world offers:

• All of the 1.738 colours of the Standard SMS system as well as the 1.738 colours of the SMS ECO system in addition to any custom SMS colour within these two editions that we develop on demand can be printed in CMYK on coated and uncoated paper without noticible difference in colour between the two paper types.

• SMS colours may be used to design a logo or they can be used as a part of a printed photograph. SMS opens new dimensions in design, enabling graphic designers to "dress" people and "paint" images of products in original SMS colours while also enabling designers in different categories to collaborate using the same SMS colours cross industries. In fact it is technically possible to use photographs for logo design with SMS colours.  You may even have noticed that the little girl right at the top of this page, who happens to be my quite artistic daughter, took the liberty, when I was not looking, to snatch a couple of SMS colour chalks from the chart above.
  
  The gradient text here above are not just colored in a similar colour but exactly the same SMS colours that are missing from the chart.

• Sharing SMS colours for visual evaluation is extremely easy, since SMS colour palettes or entire artwork or photographs containing SMS colours can be shared in sRGB format by email to any device that is capable of displaying or reproducing the sRGB gamut, - which is in fact true for most modern displays, including smartphones and tablets.

• SMS standard and SMS ECO colours print correctly on properly adjusted CMYK proofing devices and printers/printing presses that are set up to print to industry standards, whether digital or analog on coated and uncoated substrates. SMS colours can even be printed correctly on many office printers, as long as they are capable of printing the sRGB gamut.
  
  
  An example that shows how original SMS colours can be applied within a photograph where the actual SMS master colour can be displayed/printed separately to help
  customers make better choices when selecting their preferred colour, - for instance in online stores or from printed catalogs.

• SMS colours can be applied digitally to photographs and then used in production of garments and other textile. This enables manufacturers of clothing and other textile to display the ACTUAL colours of their products online - see for example the image here above, where the base colour of her jacket is a custom SMS colour called SMS CS8. Using SMS colours for clothes should reduce the number of returned clothes, bought online. One of the primary reasons why clothes bought online are returned is exactly that the colour displayed online is too far away from the actual colour of the garment, once received.

We welcome colour concious brand owners, advertising agencies/designers and Printers to subscribe to the Spot Matching system. Subscribing is the safest way to ensure correct reproduction of brand colours in print, over and over again.

Before getting started designing with SMS spot colours, we recommend first of all that you check out http://www.spotmatchingsystem.com/gettingstarted where we have set up a few simple examples on how you can use SMS colours in your design, whether you are working with curves (Illustrator, CorelDraw etc.) or bitmap images along with step-by-step instructions on how to work with SMS colours in design.

In our day and time a lot of print jobs are simply made in CMYK. In this case SMS is the obvious first choice for professional layout work, for selecting predictable colours for solids, headlines and graphic elements within the layout.

SMS colours are based on LAB values extracted originally from the ISO 12647-2 CMYK colourspace - which is the international standard for offset printing in CMYK. 

In a world post Covid, we prefer not to meet more people than we have to to get the job done, while of course time is always a factor.  If you have a well adjusted / calibrated monitor or a smart device (tablet or smartphone); since our SMS colours fulfil the criteria of being visually correct in the common sRGB space, you can finish preparing your job and then simply send the colour correct sRGB version directly to your customer and other stakeholders by email or by displaying it on a website for approval, wherever they are.

Of course here it always applies that the colour is only 100% correct if the monitor or display can display the sRGB colour gamut (true for even less expensive, office monitors these days) and is regularly calibrated, so some minimal fluctuations are to be expected between different displays.

So if it is a matter of life and death that the customer see the exact final result before sending the job to the Printer, you have the option of ordering a printed hard proof, which we can ship via your preferred courier to you or your customer.

All printed SMS colour samples that we offer are in fact ISO certified hard proofs, which in itself ensures more consistency in printing of SMS colours - since the Printer always has a colour correct colour proof - rather than his own printed colour book of colours - which may or may not be colour correct.

If you are anyway going to send a proof of the final layout to your customer, all SMS colours included within the layout will be correct, - as long as the proof is colour correct (preferably certified to ISO 12647-7-2016).
 
Printers in other categories of printing than offset know in all cases the intended destination for print jobs containing SMS colours (Fogra 39, Fogra 51, Fogra 47 or Fogra 52, GRACoL or Japan Color standards) and can thus convert the PDF job file to their own colourspace for correct reproduction suited to their own print process - or we can assist them to do this should they choose to subscribe (see here).

About brand colour / visual brand identity

Brand colour descriptions in Brand manuals / Corporate Identity manuals in use by even the biggest companies in the world today have been proven, beyond reasonable doubt, to be almost useless in praxis, especially when it comes to CMYK definitions (see www.spotmatchingsystem.com/links/michael.html).

A big part of the problem is the fact that many brands, probably to "keep it simple", define a fixed CMYK value for each brand colour without any further technical description as to print standard or even substrate. This consequently means that constant major colour fluctuations between jobs, substrates and Printers are in fact built into the very brand identity that was written to describe the brand and protect it - see a more detailed overview of built-in colour fluctuations when the same colour recipes/CMYK combinations are printed on different substrates here - www.spotmatchingsystem.com/technical.

That is why it gives us great pleasure to present brand owners and brand designers with a brand new approach for maximum consistency in brand colours for print, web and TV, the SMS Visual Brand Identity Approach, taking away all concerns about colour fluctuations in reproduction of your brand colours from day one.

In the example here below, we are assuming that you have already selected a colour from another colour system as your brand colour, but that you are not happy with the constant fluctuations in colour between print, web and TV or even between printhouses or print categories. 

If you are happy with your web/online version of your logo it is easiest that you send us the a copy of that version of your logo and the individual colours in sRGB format.

If the web version is not to your liking, please send the version you are happy with and we will do our best to find the closest SMS likeness to your original brand colours.

If you are happy with our proposal, you simply replace your original brand colour with the SMS colour and update your brand manual as described here below and voila; your colours are safe for CMYK printing, web and television.

From then on you simply need to order the correct CMYK halftone composition of your SMS colours, everytime you prepare a job for printing on a new substrate or with a new printhouse.

If you are not sure what is the correct variation, we will assist you to make sure your colours are kept correct.

To make your life easy, use the Spot Matching System to define your master brand colours.

This is because CMYK is complicated and tricky with the primary colours (Cyan, Magenta, Yellow, Black) being printed on top of each other. To reach the correct CMYK colour in print, the amount (density) of each ink needs to be just right and the pressure on the image (during printing) needs to be just right. To do this the Printer needs to print according to an international standard called ISO 12647-2. Within this ISO standard there are sub-categories for different papertypes and they decide which icc profile designers should use when preparing the job for printing - see further information at www.spotmatchingsystem.com/technical.

This tricky method of printing colour is by far the most common method of printing in our day and age, since this is also how photographs are typically printed. Magazines and newspapers are generally printed using  this method and to be honest most general printing, - even business cards and office material is usually printed in CMYK, - due to the fact that it is more expensive to print proprietary spot colours than process colours.

This is because the 4 colour printing presses don't need to be washed and new inks don't need to be mixed, - so even if it sounds strange, it is in most cases probably cheaper to print your business cards in 4 colours (CMYK) than in 1-2 spot colours.

Another argument why brand owners might want to stick with CMYK colours is that they leave a considerably smaller carbon footprint than proprietary, custom mixed spot colours - see further information here www.spotmatchingsystem.com/environment.

Meanwhile, spot colours and dyes are mixed and applied by themselves individually in a single layer.  You can always find a spot colour or a dye to match your SMS colours if you have to, using just about any established spot colour system you work with, but finding a CMYK colour that matches a large portion of the colours within those spot colour systems can be impossible.

Every graphic designer in the world knows this or should know this.

To simplify things for designers we recommend the use of so-called SMS BLOCKS, where all colours of a customer are built into a BLOCK with all relevant technical information for easy use - and it is less expensive as well.

The SMS BLOCK approach looks like this:

See more details about SMS BLOCKS in design here.

The difference between fixed CMYK colours and SMS CMYK colours

The following diagram explains the difference between using a fixed CMYK value to describe a brand colour (which is too common these days) and locating a CMYK value based on a fixed LAB value, like we do with SMS colours:

If none of the standard SMS colours is to your liking, you can order the best SMS likeness to any colour you have in mind. Sometimes it will be almost exactly like your colour, sometimes a bit different.

However, keep in mind that the SMS colour is the closest to what you CAN get, when printing in CMYK on coated and uncoated paper - the closest reproducible colour according to international standards - and we also make sure that the colour is also consistent and available for web and TV in addition to print.

So you have the choice of switching to SMS - to perhaps a slightly different colour than the one you originally had in mind during your creative process and rest assured that it will at least remain this way in all instances of printing from then on - or you can choose your brand colour from another colour matching system and just hope that your customer will accept another colour than the one you presented, when he or she sees it, fresh from the press, every time it is printed in CMYK.

If you use non-SMS colours, you usually end up having to manually look for a close match to each of your brand colours for the web and sometimes also for TV, - which can be a time consuming and tedious task in itself, - something you don't have to do if you use SMS colours

If you take the step and switch to SMS colours, everytime each SMS colour comes into play and needs to be prepared for a new print job in CMYK, you simply order the right version of your colour from us, - just right for the substrate/paper you want to use and just right for the Printer/manufacturer responsible for reproducing that colour. We even remind you which CMYK icc profile to use for each job during preparation/layout setup when we send you the correct colour variation - and we are happy to contact your Printer/manufacturer, if there are any questions un-answered before you begin your work (SMS subscribers only).

For best results from printing we recommend using a Printer who is an SMS subscriber - i.e. SMS READY.

That means that they can be trusted to print SMS colours in their process and can provide you instructions on how to prepare your job for printing according to international standards.

So a nice first step for you is to check if your Printer is SMS READY - or not.

If they are not, ask them to contact sms@spot-nordic.com and we will be happy to assist them. If they refuse to print SMS colours, it is recommended that you find yourself a new Printer who can or is at least willing to do what is needed to be able to print CMYK to standards, otherwise you are doomed to a lifetime of colour fluctuations and time spent inventing excuses for your customers.

We are here to help you and spot colours are our speciality.                                                

Using SMS colours in your official brand standard means that your original brand colours are ISO certifiable and Spot-Nordic is responsible for delivering just the right version of each colour for every occasion.

We welcome brand owners, advertising agencies and Printers to subscribe to SMS for discounted prices on SMS products and services.

SMS colours have a natural feel to them, ranging from soft pastel tones to full strength colour. 

Each line has it's own number and the strength of the colour ranges from A to J - approx. 10%, 20%, 30% etc. up to 100%.

For instance the red colour used for the original Spot Matching System logo (used on our colour guides and posters) is SMS J-20 - on your right here below.

The black colour of the SMS logo is the neutral SMS Black - SMS J-42.

The chosen colours are highlighted.

Consequently the original SMS logo looks exactly like this - right here, as well as in standard CMYK printing on coated and uncoated paper, - and on Television.

There are no other official colour variants of our logo. This is it, whether you like it or not.

Following the release of version 4 (v4), where we added the SMS blacks for each line of the Spot Matching System, we took the liberty of updating our SMS logo.

The new version looks like this. Notice that the new black colour has a slightly reddish cast compared to the neutral original black. This type of visual precision design is easy when you use SMS colours, now that we have 158 variations of black, - each adjusted to it's respective colour line (version 4-5 only).

Following the release of version 5 of our colour matching system, we decided to update the SMS logo a little bit. The colours remain the same but we have replaced the colourbar. It now contains the colours of our SMS Colour Wheel - see www.spotmatchingsystem.com/news,  so now it is easier than ever to check if you can print SMS colours correctly - or not on your printer or press.

The easiest way to go is to simply pick out your brand colour(s) from the digital labelled sRGB target.

If you find a colour or colours that you would like to use for your brand, you have the option of doing everything yourself - or to subscribe your company to SMS in which case you will get complete services from Spot-Nordic to ensure that your chosen SMS colours are always correctly handled, regardless of where you want them displayed - see details on our services here.

If none of our SMS colours are to your liking, you can pick out a colour from another colour matching system and send us the name/number or even LAB value of the colour and we can create a so-called custom SMS colour just for you, as close to the colour you have in mind as possible, within the SMS CMYK gamut.

If you actually like your current logo but would still like to enjoy the benefits of the Spot Matching System, you can send us your current logo and we will be happy to provide you with the closest likeness of your logo in SMS colours.

Once you have approved the SMS colour(s), which will cover all your advertisements in the mass media, both static and video (magazines, newspapers, Internet, TV, Cinema, LCD outdoor and indoor ads) as well as of course your office requirements, including letterheads, flyers, brochures, envelopes etc., if you have additional requirements, for instance if you need your new SMS colours to be used for making of uniforms for your staff or plastic, please ask your manufacturers to contact sms@spot-nordic.com so we can assist them in pinpointing your SMS colours using their methods of colour reproduction.

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To ensure best results and to prevent mistakes from printing and industrial manufacturing of your colours, we always recommend that a printed colour proof of your/your customer's colours be provided to your Printer/manufacturer.

We supply convenient ISO certified colour proofs of your SMS colour(s) in A4 format (roughly US Letter) containing 8 "SMS Colour Tickets" that you can cut out and send to your Printer/manufacturer. We can even add your logo to this proof to show exactly what it should look like in full colour.

SMS brand colour ticket for visual evaluation during production.

As an SMS subscriber, if you don't like spending too much time on technicalities, we offer a really convenient service which is a detailed job registry. We register the name of the job, substrate/paper, papertype (ISO standard), print standard (also ISO), icc profile to be used by your advertising agency for the job and of course a list of the SMS colours used in the job and other technical details that your Printer/manufacturer would need to know to be able to do his job.  This is quite convenient, especially when it comes to reprints, where we can simply look up the job description and send it to you with a new job ID. If your Printer happens to be an SMS subscriber too, they can add to the job registration job specific details that will come in handy the next time they print this job.

Please keep in mind that we cannot offer a close SMS replacement for vibrant colours, such as Reflex Blue or Warm Red, as we are sure you have already witnessed when having such colours printed in CMYK. What we can however always do is to help stabilize your brand colours so at least you don't have to accept major fluctuations in your colours, depending on the media or the printing method.

If you want to keep your original spot colour but only want us to stabilize your CMYK colours, at least that is much better than having them all over the place depending on paper and print standard. 

We recommend use of our Spot Matching System when brand colours are being selected, - colours for a professional brand or company or a product, that are planned for use, over and over again, for years and decades to come, in various media, alone or as a part of printed layouts.
In this scenario, visually fixed colours are a valuable ingredient to build and establish a brand successfully.

We simply don't think it is acceptable in our day and age when official brand colours are not properly defined and aligned properly to global standards at the very beginning of the creative phase, left to change from day to day.

If you use colours from a colour palette, only intended for one media, they will be different in all other media and form and when finally, by chance, someone finally hits the correct original colours, chances are that consumers will not relate to them, since they have gotten used to seeing them in all sorts of variations - all over the place.

Our goal is nothing less than for people (consumers) to start recognizing your company based only on your brand colours.

Most Graphic Designers know the feeling only too well when the beautiful colours of their logo are never delivered as they should from the Printer - except when the logo is printed in spot colour on coated paper, - which may be a rather rare occasion. The simple fact is that most marketing material is printed in CMYK - either in offset or digitally.

This is why seasoned designers have gotten used to being ok with their colours looking "somewhat" like the original, - for example if the original colour is of a certain blue colour, if the printed colour is still blue that is considered acceptable, even if it is a little bit yellowish or bluish most of the time, - depending on the Printer. We often hear Printers and Designers talk about "pleasing colours" but rarely about whether the colour is correct or not.

What designer hasn't had to explain to a customer that "regretably this is the best the Printer can do with your logo/colours" - and what brand owner hasn't had to swallow it and pay up?

This casual attitute, when it comes to brand colours is something we would like to put an end to.

Using SMS colours, there is no longer any technical reason why the SMS original colours should not be visually spot on every time they are reproduced or displayed in any media, simply because we know in advance that any SMS colour can be reproduced in most visual media - see here a list of supported ICC profiles for the different SMS colour palettes.

That is what they were made for. So if an SMS colour is incorrect, it will always be due to human error, - or in some cases a faulty or uncalibrated printing press.  The INPUT will however always be correct, as long as the correct SMS colour variations are used. SMS subscribers can always check that out in advance with Spot-Nordic before their job is sent out to the Printer. 

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History of colour matching systems / colour palettes for Graphic Design - why colours are not always correct

There is a natural explanation for why a lot of colours from other colour matching systems do not print correctly in CMYK. The main reason is of course that those systems were developed around the same time that CMYK technology was invented.

30 years later CMYK printing becomes economically feasible for most customers and from

The most popular matching systems of our times were designed to standardize a range of spot colours for printing, - similar to paint samples that we use to pick out paint on the wall of our apartment. At the time they were being designed, - around 1960 or so, those spot colours were mostly used to print headlines, to draw attention.

The idea was to present a universal palette of colours with recipes that a Printer in Germany and a Printer in the USA could both buy, mix and print on the same paper and get the same results.
Of course the colour looks quite different when printed on coated paper v.s. being printed on uncoated paper, since in the case of the coated paper, the ink is almost entirely on top of the paper during drying, while the uncoated paper absorbs a large portion of the ink. But natural difference between coated and uncoated paper was not a part of the problem these old colour matching systems were made to solve.

So, as good as those standard colour matching systems are, they are not really a great fit for modern design. Today we simply make higher demands than we did in 1960 and we have something called colour management, that is used in most Printshops today.

We are not artists and we are not designers. We are technicians specialized in ISO 12647/PSO and we have consequently built a palette of colour managed CMYK colours adjusted to print consistently to modern print standards, whether on Coated or Uncoated paper (Standard and ECO).

In fact, a lot of designers today are designing in CMYK, skipping completely spot colours, unless something special comes up, where spot colours are required. CMYK is used for printing on paper of course but these days it is also used for printing on textile - even flags and clothes are being printed in CMYK these days.

It is additionally really important to keep in mind that CMYK printing is by far the most common printing method in the world, so it makes perfect sense to make CMYK your starting point and then take it from there. Historically CMYK is typically where design fails in colour.

Whether you need spot colours for your designs or not,  SMS is the key to colour consistency of brand colours,- in print, for the web and for TV.

So if you are a Graphic Designer, you should get your copy of the SMS system and start using it right now.

You can start playing around with SMS by downloading the free v3 sRGB target for web design and once you want to start using SMS colours professionally spring for the convenient P20 labelled sRGB colour palette made for professional design for only EUR 90, - see www.spotmatchingsystem.com/services.

Instructions on how Designers and Brand Owners can by themself convert all their SMS colours from sRGB to other colour gamuts - such as CMYK (Fogra and Gracol) are available here.

Not just for web. TV and print design. SMS for all design where colour matters (WYSIWYG)

One of the best reasons for switching entirely to the SMS colour palette is that the target colour is always the same, regardless of media, including in CMYK - the most common printing method in the world, when you post it online or show it on TV. Each SMS colour is defined by it's fixed LAB value.

Additionally your SMS colour can always be matched in any industry, since no matter what industry, spectral instruments are always used to match colour, so your SMS colour can always be matched visually in any industry - be it for clothes, plastic or metal for instance.

This is a reassuring fact if you are a fashion- interior- or product designer or architect, car manufacturer or whatever, since it is much easier to send a printed leaflet showcasing your design or your product in their final colours than sending the final product or having to invite your customer over to see the final product.

If you decide to use SMS colours as your base colours for your designs, you can print catalogs showing your designs in their final colour before the product is even manufactured, using 3D models. Another method is to take a picture of your prototype and then leave it to a prepress professional or graphic designer to apply the chosen SMS colours to the product in Photoshop. A fashion designer can design one dress, take a picture of a model wearing the dress and then have his graphic designer create a colour correct brochure or leaflet or simply an online version by simply applying the chosen SMS colours to the dress for a visual evaluation by retailers before making a final decision on which colours to use and which ones to skip. 

Once the SMS colours have been approved, the manufacturing facility can mix the exactly right dye for the dress, based on the LAB values of the chosen SMS colours - or, as mentioned here above, the dress may even by printed digitally in a process Printer that relies on icc profiles - the same profiles SMS colours rely on, such as the Fogra 58 RGB icc profile.

Another example of the advantage of using SMS colours is that a paint manufacturer can create an entire line of SMS based paints and print a brochure, showcasing the final tone of the paints in CMYK - on coated or uncoated paper, a furniture designer can print a completely colour correct catalog showing his furnitures and a car manufacturer can print his fancy brochures showing the actual colours of his cars, and even add a page with optional colours that customers can trust are correct, they ARE the target colours that the paint, varnish or dyemakers are tasked with mixing for their respective application, based on a colour correct ISO certified SMS colour proof for visual matching - or to be even more exact - the master LAB value of the SMS colour not vice versa.

Until now it has in fact been just the other way around, where Designers and Printers waste valuable time trying the impossible, - to try to match a colour in CMYK that is often unknown and is on top of that often outside the colour gamut of CMYK - or just leave the outcome to chance.

We recommend that certified SMS proofs/Colour tickets always be sent to the manufacturer or Printer to ensure a flawless reproduction of your colours. There are some fluctuations that can occur during printing and even in manufacture of inks and dyes, so we want anyone responsible for reproducing an SMS colour or an ink/dye recipe to see with their own eyes exactly what the colour should look like in it's final version - just in case.

Brand owners and professionals in design should above anything else keep in mind that by picking SMS colours as their base colours at the very beginning of the creative phase, it is in most cases possible to locate colours in other current colour matching systems, such as Pantone, Coloro, RAL, NCS or Avery, that are almost identical to those SMS colours. If not, they can be custom made/mixed with little effort by the respective manufacturers.

On the other hand, locating a CMYK colour that looks identical or even similar to the proprietary spot colours from those systems is often impossible.

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Spot-Nordic, Spoaholar 4, 111 Reykjavik, Iceland   Tel: +354 896 9790   E-mail: sms@spot-nordic.com