The meaning of colors and how to use them with brand design

When you design your brand logo, there are three great design options to consider:

• Shape

• Source

• Color

Shape refers to the overall shape of the logo and the shapes used within it, and font refers to the font (or fonts) you choose. Both design choices communicate the personality of your brand. Color works alongside them, adding another dimension of meaning. This is because our brains make connections between emotions and colors.

Think about it, another way of saying that you feel sad is "I feel sad." And when someone is angry, they can be said to "see red." Going green means making choices that don't negatively affect the environment, and referring to something as the "gold standard" means it is the best of its kind. So when you choose specific colors for your logo, you are choosing how people see your brand. Learning to harness color psychology effectively is one of the most important branding skills you'll develop, especially as you move beyond your logo and start designing other assets like your brand's website and merchandising.

Take a look at all the different ways you can communicate through color. As you read each color category, think about the attributes of your own brand and whether that color corresponds to them. If yes, select your logo color(Eye Catchy Modern Logo Design Ideas Essex), as it may be the perfect shade for your brand. While you're at it, you might want to read our article on color combinations as well.

Black

No matter where you wear it, black always exudes an air of mystery. Black reminds us of the night sky and everything it covers in the dark. It is an ominous color, a mysterious color, and even a sexy color, as there is something exciting in the unknown. Luxury brands use black in their logos to communicate exclusivity, and any brand can use it to express power.

Design a black or mainly black logo if your brand is defined by its mystery or its edge. If your target audience is one who describes himself as slick and trendy, go black. Black can work for a brand in any industry, as long as that brand is a dominant presence aimed at consumers who know something is good when they see it.

White

White is often seen as the opposite of black. And when it comes to the psychology of color, there is some truth to this. While black is the color of edge and mystery, white signifies purity and cleanliness. This is why it is such a popular color for cleaning brands and, by extension, for pharmaceuticals and cosmetics. Any brand that appeals to consumers by being unadulterated and clear can do so with a white logo.

But a white logo can be very difficult to achieve because in most cases, it needs to be paired with a colored background. Many brands, such as Mini, choose black for the initial contrast it provides and the opportunity to work all the luxurious communication power of black into their logos. But you don't have to go with black, or even put your white logo against a colored background.

Gray

When black feels too dark, white feels too light, and other colors feel too colorful, go for gray. Gray is a neutral color that can work for a brand in any industry. Gray is strongest when used to communicate that a brand is calm, trustworthy, and / or old school. Think of a cozy pair of gray sweatpants or a wise old elephant. Being gray doesn't make them boring, it's just part of what makes them themselves.

Silver logos are sometimes classified as gray logos - but we have divided them because there are important shades between gray and silver that you should not ignore. Gray logos usually have a matte look, and that matte look creates a much less provocative and less flashy feel than a shiny silver logo.

Blue

Blue is cool and calm. It is cold water splashing on your hot skin; is falling asleep to relaxing music. Choose blue if your brand is calm and calming.

Blue is also the color of choice for any brand that aspires to be reliable and professional. Banks and consulting firms often choose blue for this reason. It is also the right color if you want to reduce the stress your shoppers feel when interacting with your product, such as the stress that people who don't know about technology often feel with electronic products or the doubt of making large purchases.

Purple

Traditionally the color of royalty, a purple logo still has a royal touch. Like black, purple feels luxurious. But unlike black, purple feels a little "extra". It is not a minimalist luxury, it is a maximalist luxury for the consumer who wants to go big and make sure that everyone knows exactly what they are up to.

In keeping with its tendency to be the "extra" color, purple is also a whimsical and fun color. Brands that see themselves as quirky and willing to be unconventional can tell the world who they are with a purple logo.

Green

When a brand's logo is primarily green, it is usually because that brand is focused on plants, the planet, or health in some way. All these ideas are connected - a plant-based diet is typically considered the healthiest diet for humans and their environment, maintaining green spaces by reducing waste leads to cleaner air and water and in general, the better condition we maintain our planet, we better be.

If healthy consumers and / or a healthier planet is one of your brand's core values, green is the way to go.

But when looking at some of the most famous green logos, you will notice that not all of them are for environmental brands. That's because green not only implies health and an eco-friendly approach, it can also symbolize money, luck, wealth, and rebirth. Green is a relaxing color, perhaps because of its association with the natural world. It symbolizes freshness, which also makes it a great choice for a line of breath mints or a tech company.

Red

Red is the color of passion. It can be a happy and excited passion or a raging anger. Regardless of the emotion that drives it, passion is passion, and passion is always red hot.

If your brand is one that is fueled by strong emotions or some other kind of heat (like a hot sauce company), red is the color of your logo. Red is a great attention grabber, so even if your brand isn't that obvious, using red in your logo is a surefire way to demand that viewers stop and look at what you have to offer.

Rose

Pink is the lighter and softer brother of red. Pink is often considered the most feminine of colors, making it a great choice for a brand whose main consumers are women.

But just saying pink = feminine and leaving it that way doesn't do the color justice. Pink is a versatile color that can communicate a lot about a brand, like its playful side or its youth. If your brand is fun and vibrant, pink has a place in your logo.

Orange

Like red, orange is a very energetic color. But unlike red, which draws its energy from raw, even aggressive emotion, orange is more of a fun, different kind of energy. As the middle ground between red and yellow, orange often symbolizes change, so if your brand is focused on transitions, consider making orange the main color of your logo.

Orange is playful and quirky, just like purple. But unlike purple, orange does not have a luxurious quality. In fact, it has the opposite: an accessible and inclusive quality. If your brand is a brand for everyone, say it with an orange logo.

Yellow

Actually, the sun burns bright white. But, in most renderings, it is yellow. Why? Because we characterize the sun as a radiant and gregarious character, and there is no friendlier color than yellow.

Yellow is a great choice for any brand that is fun, bouncy, and doesn't take itself too seriously. It's a great color for a kids or pet brand, as well as any brand that focuses on friendship and having a good time.

Brown

Brown is reliable. It is always there and always will be. Brown is old school, brown is safe, brown is comforting ... think of things like hot brownies and the wood grain walls of a cozy cabin.

When you want to show your consumers that they can trust your brand, go for brown. Similarly, use brown to give your brand an earthy, outdoor feel. Brown is the color of dirt and tree bark, after all, and nothing is more reliable than Mother Earth.

Brown is also an obvious choice for a coffee or confectionery logo. In general, you don't see a lot of brown logos, so choosing one can be one way to make your brand stand out from your competitors.

Metallic

As we mentioned earlier, we have created a separate category to discuss metallic logos. Silver, gold, chrome, and even shiny rose gold and bronze logos fit here because they are too different from their matte counterparts to be grouped together. And not only do they look different, but they communicate different traits of the brands that use them.

A metallic logo, particularly a gold or silver logo, makes viewers notice precious metals and jewelery made from them. By emulating expensive jewelry and other prized items such as Olympic trophies and medals, brands use metallic logos to show the world that their products are symbols of status.

Multi-colors

There are a few reasons to use more than one color in your logo. The most basic is aesthetics. Pairing a light color with a darker shade of the same color can add depth to your logo, creating a three-dimensional look. Light tones can also enhance text and images within a logo. The contrasting colors make each of them - and the text and images created with them - pop, and the similar colors grouped together are often very pleasing to the eye.

But there is another important reason to use multiple colors in your logo: to show that you have a multi-dimensional brand. Let's say you're a boutique tech brand. A black logo establishes you as the brand of choice for a serious consumer, someone who is willing to pay a little more for high-end electronics and top-notch customer service. But if you want to communicate that you are also a brand that is at the forefront of your industry, always the first to bring new technologies to market, a touch of red in your logo can do just that. Take note of how Tesla uses red and white in its logo to communicate that not only is the company continually introducing industry-changing technology to the auto market.