These logos and marks are shown in black and white first to demonstrate the philosophy that if a logo doesn’t work as a monochrome, no amount of colour will fix it. A logo that presents effectively in black and white is well built and will perform whether it’s used in full colour, spot color or monochrome; however, if the mark is not strong in black-and-white or monochrome, it is also not going to work well in a newspaper or with cheap photocopying—a visual identity has to work brilliantly at the lowest common denominator.