WHAT ARE THE BEST COLORS FOR A BUSINESS LOGO?

Color is the first thing you see in every logo, even when it's not even the star element of the design. Our brains respond to the sensory language of color before we can process words or contexts. However, color is only part of the story.

Think of a color palette as an interpretive framework for your brand's personality. Do you think McDonald's arches would cause happiness and hunger if they were blue? Or that Target's bullseye logo would capture the excitement and energy of shopping if it were purple?

A strong combination evokes the right emotions from your audience, while a weak combination is confusing.

Armed with a clear brand history, you can choose colors that capture the emotions behind your brand. Do you need inspiration to get started? Keep these key factors in mind when choosing the best color palettes for your business logo.

Industry design standards

Logo design presents a tricky dilemma. You want your logo to be unique and stand out from the crowd. On the other hand, people expect you to stick to the design principles that define your industry. Have you ever noticed that red is the most commonly used color in the restaurant industry? This is because it is a bright color that evokes excitement, energy, and hunger.

Since blue symbolizes trust and security, it is the most common color for technology, financial and communications companies. Eco-conscious brands tend to go green, while purple is a popular choice for indulgent or creative products. Black reigns supreme among luxury brands, and yellow is ideal for products linked to safety and optimism.

Use industry standards as starting points for your ideas. Being different is fine, but it should never be an accident. If you decide to go outside the box, make intentional branding choices that add to your story.

Brand values ​​and personality

Normally, you wouldn't judge a book by its cover. But with logos, it's smart to think on a basic level first. When you choose colors with strong associations, you can influence the visceral reaction of the viewer.

Try creating a list of traits, emotions, and action words that describe your brand's personality. Is your company authoritative? Traditional? Fun? Playful? Modern? Bold? Innovative? Sophisticated? Eclectic?

What colors come to mind when you think about your brand values? Thinking of more than one color? Colors that interact well from a visual and branding perspective are the perfect foundation for a logo's color palette.

Look at the Dunkin Donuts logo for some inspiration. Combine the warmth and friendliness of orange with the sweet, happy feeling of pink. Both colors are derived from red; and as a result, the entire design is jovial and energetic. The final coffee touches link you to the comfort of enjoying baked sandwiches and freshly ground coffee.

Brand positioning

Color options communicate your position in the industry relative to other brands. After all, two companies can sell similar products and have little in common.

Think about the differences between Subway and Panera Bread sandwich restaurants. Both logos use green to represent fresh food that you can trust.

However, the yellow in the Subway logo conveys the quick service and playful marketing of the brand. When you look at the whole picture, you realize that it correctly represents Subway as an affordable, fresh and fun restaurant.

The green and beige palette of the Panera Bread logo goes in a different direction. The earthy color scheme shows a healthy and friendly restaurant with homemade bread and natural ingredients.

The fundamentals of color

Trends change, but the fundamentals of color always remain the same. No matter what look you want to achieve, pay attention to these classic color relationships to fill yourself with ideas.

Monochrome color palettes

A monochromatic color palette uses color variations that come from the very base of the color. You can use three techniques to change a color. Adding white creates a tint, while adding black creates a shadow.

Mixing different variations of gray with a hue creates a hue. Monochrome color palettes often use a lot of negative space to balance out subtle color changes.

Examples: Animal Planet, Oreo, Willy Wonka Candy Co.

Primary color palettes

Red, yellow and blue are the base of all colors. Try toning down these bright saturated hues with some white or limiting a color to a small area. You can also put the entire trio aside and keep just two.

Examples: Ikea , McDonald’s , Pepsi

Secondary and tertiary color palettes

Secondary colors are the product of the mixture of primary colors. Tertiary colors are the result of mixing a primary color with an adjacent secondary color. For example, red and orange create red-orange, while yellow and orange create yellow-orange.

In the same way as primary colors, secondary and tertiary colors are evenly distributed around the color wheel. As a result, they offer visual balance.

Examples: Phoenix Suns , FedEx , Slack

Complementary color palettes

Have you ever wondered why green and red are the perfect colors for Christmas? They are complementary. Complementary colors are directly opposite each other on the color wheel.

For example, blue and orange are complementary, and so are yellow and purple. Accessories create warm and cool color pairs, satisfying our natural desire for contrast.

Examples: Mountain Dew , Taco Bell , Mozilla Firefox

Analog color palettes

Looking for less contrast? An analogous color palette combines one color with the two (or four) adjacent shades. Let's say you started with yellow-green. The two adjacent colors are yellow and green, as in the BP logo. Analog color palettes are a popular choice for gradient logos.

Examples: BP , Instagram , Mastercard

Changing the hue and saturation of a color can help you customize a palette to suit your brand. Looking to be bold? Use more contrast and saturation. Do you prefer a more conservative look? Use fewer colors or reduce their intensity.

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Logo style and composition

Let the style of your logo dictate how much or how little color you use. A single color can make a big impact on a minimalist logo, while mascots and shields often have a lot of detail. Focus on maintaining the readability of the design. Not many people want to try to decipher a hand-drawn typeface written in dazzling yellow.

Think carefully about how you can tone down the color. Brands like NBC and Google prove that you can put multiple colors side by side. However, they work best when they are evenly distributed and contained in clear sections. Otherwise, use tints, shades, and shadows to soften areas of the design.

The color variations are endless. It's up to you to develop a color palette that conveys a strong message about your brand.