Choosing Your Logo Colours

Colours are powerful and emotional, and we all have unconscious connections to specific shades. Our individual affinities to distinct hues are based on experiences and memories that over time create positive or negative associations. So when it comes to branding and choosing your logo colours, there is certainly more than meets the eye.

Recognising the importance of logo colours can make or break your brand. Here we will outline the influence of different colours and various combinations, plus how to choose a logo colour for your brand.

Logo colour meanings

Let’s break down what each logo colour means and can represent in your branding efforts:

Red

 

Red is fire. Red is visceral. It is eye-catching and hard to miss, making it a popular choice for logo design. One of the primary colours, red is associated with energy, passion and power. Have you ever noticed that red is often used in food logos? This is because red is believed to be an appetite-stimulating colour. Red can often be seen in the entertainment industry in band logos and in fashion logos as well.

On the flip side, red may also be tied to anger and danger. If you are looking for a logo colour that is calm, peaceful and serene, red is likely not the colour for you.

Orange

Orange is bright, warm and welcoming, and also conveys happiness and trust. Since orange is light-hearted, it can be an excellent choice for industries that are fun, yet professional. Orange is common in tech logos, food logos and sports logos.

Yellow

Friendly, approachable, cheerful and uplifting, yellow is a popular logo color for industries that want to express happiness and delight. At the same time, yellow is very noticeable and hard to miss (like yellow taxis in the street), so it can be a good choice to stand out in the crowd. On the same note, yellow can also be linked to warning signs and caution, so it might not be a good fit for every industry.

Green

Green is most commonly used by eco-friendly brands or industries related to the environment like farming, horticulture, recycling and renewable energy. Since it is associated with nature, it is also a popular choice for organic and natural brands aiming to give a clean, holistic and fresh feeling.

Green logos are also popular among food and beverage brands, tech and communications companies and the pharmaceutical industry.

Blue

A strong, dependable colour that conveys trust, reliability and professionalism, blue is often used in financial, technological and medical logos. Blue is also tranquil and serene, making it a popular choice among health and wellness brands and those who want to convey a sense of calm.

Purple

Royal, luxurious and decadent, purple is often associated with wealth and wisdom. It is also a playful and inviting colour that is approachable. Purple can be seen in a myriad of industries but is common in cosmetic brands, candies and confectioneries, fashion and child-centric brands.

Pink

Pink is energetic, invigorating, playful and surprisingly versatile. It is a colour that conveys youthfulness, and a sense of happiness and calm in a relevant and modern way. A colour that was once stereotypically feminine by nature, pink has gained power and diversity, making it an attractive logo colour choice. Pink can be seen in the fashion industry, as well as food and beverage, technology and cosmetics.

White & Black

Classic and unfettered, black and white logo design is always a timeless choice. Black exudes elegance and sophistication, and when paired with white it is minimalist and effective. In fact, when logos are first designed, it is recommended to always create them in black and white first before integrating any colours. By starting out with these simplified shades, you will focus your attention on the overall look and feel of your logo without considering colour. The addition of colour should enhance your logo design, not define it.

Black and white can be very versatile and lends itself well to letterforms and wordmark logos, but can be used in all shapes and sizes. Sticking to a refined black and white palette, many leading brands stand out from the crowd without any other bells and whistles, which helps shape their brand identity even further.

Gray

Made from black and white, gray is neutral and calming. Gray exudes professionalism, sophistication and modernity. It also pairs well with almost any colour, making it versatile and used in many industries and logo designs.

Brown

Brown is strong, earthy and often perceived as a masculine colour. It evokes dependability and trustworthiness and a sense of wholesomeness. Often used for all-natural products, this colour is organic and honest. Brown is also the colour of coffee, chocolate and beer and common in these industries, which evokes the comfort of these products.

Multicolored

While the general rule of thumb is to stick to a maximum of three logo colours, there are obviously instances where breaking the rules has its benefits. Often used by creative, multidisciplinary or child-centric brands, multicoloured logos are bold, attention grabbing and hard to forget.

The reason most designers and marketers will say not to use multiple colors is that it can become overwhelming, over-saturated and busy. If you look at the examples of successful multicoloured logos, they all use balance and refinement, often picking a focal colour and playing with brightness, saturation and the combination of complementary colours.