If your brand is sending the wrong message to customers, you might put blame on the color of your logo.
Fostering affinity with your brand requires that customers identify with the message, and the color of your logo sends a specific and unconscious message to potential buyers.
Large business entities have carefully selected their colors with obvious intention: The logos of Coca-Cola, Red Bull, and YouTube are red, signifying their brand identities of youthful excitement and energy.
Tech companies like Intel, Samsung, and IBM have opted instead for blue, strengthening their identities of dependability and professionalism.
At SEO by Chrys, I selected the colors green and orange. Let’s explore the reasoning behind my decision.
Orange is a motivational and confident color. I want customers to feel inspired to take their brand image to a level never imagined through deliberate, intelligent changes.
Green, on the other hand, signifies health and growth. I want my customers to understand that a consistent, modern, and accurate image paves the way to growth and prosperity.
Let’s look at a few other real-world examples of colors in logos and the common industries associated with particular colors.
Fiery Red: The Attention-Grabber
If you consider the companies I mentioned earlier – Red Bull, Coca-Cola, and YouTube – you’ll notice a common theme with the companies beyond the shared color of their logos.
These companies’ brand identities are built around youthful energy.
This is a major feeling red invokes. It is no doubt similar reasoning that led Nintendo, Netflix, and Lego to choose red over any other color.
Calming Green: The Natural Choice
What if Nike had opted for green instead of black? Sure, you’d think of nature, which is all well and good for sports. But unfortunately for Nike, green is a calming color, easy on the eyes. It isn’t going to feel as powerful.
But for companies like Whole Foods, Animal Planet, and John Deere, green is genius.
Green is about health and growth. It can be associated with wealth, too.
For a company like Whole Foods, which sells higher-priced, organic foods, health and wealth are important messages.
Yellow: A Color You Can Feel Good About
Sure, it’s not easy on the eyes. But sometimes, that’s okay. It’s a sunny and warm embrace in Yellow-Town.
McDonald’s, home of the iconic Golden Arches, has its Happy Meals.
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With a Nikon, you’ll capture your subjects in the best light possible.
For Cheerios, which has the word “cheer” in its very name, yellow was the perfect choice for harmony.
Yellow is a hopeful color, and if your business wants to convey positive feelings, you may consider brightening your logo.
Blue: Trust Me, It's That Good.
When a company chooses blue as its dominant color, it’s telling customers that “Yes, I am dependable, and yes, you can trust me to get a job done with professional grace.”
For Facebook, which collects an incredible amount of user data and stores personal information, even private notes only viewable to the author, trust is an incredibly important message.
For reasons of conveying dependability and trust, software companies and professional services often choose blue. Samsung, General Electric, and Philips are just a few examples. Look around a bit, and you will start noticing it everywhere in tech.
Purple: A Majestically Creative Choice
Do you want a creamy, indulgent bar of chocolate? If you’re in Europe, you might reach first for a Cadbury, the world’s second-largest confection brand.
There are many cheaper wax melts out there, but Scentsy makes a premier product, if its logo is to be believed at face value.
Purple inspires creativity, too, which might be why Twitch chose it instead of the common tech color of blue or energizing red. The website is about the freedom to create and engage audiences with that creativity.
It’s not exactly a common choice, which in itself says “We’re creative and different.”
Purple, and green, are common choices in massage therapy logo design. They work in harmony to communicate spirituality and health.
Black: What a Luxurious, Powerful Color
When I was a kid, only the well-off kids got the official Adidas shoes and pants for P.E. I was stuck with the cheaper pants that came with an extra stripe.
Black logos often convey prestige and power. Louis Vuitton, Prada, and Chanel took black to the extreme by using it as their single statement-making color.
If you’re selling a sophisticated, high-end image, you’ll want to take a lead from these brands.
White: Purely For Looking Clean
Ah, white. Most logos have white because of dead space, but some companies choose to make white the main focus.
Unfortunately, it’s hard to work with and not often used because it needs a backdrop of another color pairing – black is common – but it definitely contributes to a brand’s message.
Oral B, for example, pairs blue and white together. This way, along with promoting trust with customers, they can promote the idea of cleanliness and feeling fresh.
Trust My Handy Cheat-Sheet To Guide You
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Logo design is much more complicated than the scope of this article.
The specific tone of the color also shape the tone of your message.
The design itself shapes the message too.
This is where a professional comes into play.
If your logo’s color scheme is sending a different message than you intended, it may be time to consider a brand new logo altogether. The message of your logo comes down to more than colors, and if the color is off, the logo itself should be given a fresh look.
Consider working with a professional graphic designer with a deep understanding of complementary colors, color theory, and symbolism in design.
A good graphic designer can help strengthen your brand image.
Along with a new logo, you’ll want to update your website and the rest of your branding to reflect your new, stronger image.
At SEO by Chrys, I work with a professional graphic designer that gets to know a business’ personality and works with the customer to pick an appropriate color scheme.
If your new website requires updated branding, we’ll recommend a new logo to you.
Check out my services by clicking the button below.