Skip to main content

The color theory gives us a clear understanding of the harmonious relationships between colors. Colors are not just visual treats. They can also communicate messages by way of the various feelings they can inspire to people.

To understand the color theory, think of a wheel where colors are interconnected with each other. It is important to understand the meanings of each color because it can be used for business logos. A good logo has colors that can affect the perceptions of people.

Complementary colors work best with each other. Red and green, for example, are the traditional fare during Christmas. Blue and yellow are typically paired together as well as the colors orange and light blue. One can choose three out of four tetrad colors or achieve an analogous harmony with color combinations. Combining colors is more than an art than a science.

The Meaning of Colors

In a logo, every visual element can communicate a message about the quality of a brand. The choice of shape, typography, tagline and symbol can all have a direct impact on the appeal of a logo. However, the choice of colors leaves a logo open to more interpretation. From a psychological perspective, colors have meanings:

  • Red for vitality, aggressiveness, passion and strength
  • Pink for innocence, femininity, health and softness
  • Orange for warm exuberance, cheeriness and fun
  • Green for health, freshness and tranquility
  • Blue for dignity, security and authority
  • Purple for spirituality, royalty and sophistication
  • Brown for earthiness, subtle richness and utility
  • White for purity and honesty
  • Gray for authority, practicality and somberness
  • Black for boldness and distinctiveness

The Impact of Colors

Colors can add life to an otherwise boring and dull business logo. It adds vibrancy and reflects the various moods of people. Color perception can be studied through various disciplines; among them are composition, art and psychology.

The choice of colors for a logo is a tricky and tedious process. So much is at stake with a business logo. It embodies the quality of a brand. Therefore, the selection of logo colors is a vital process because it affects how people react to a logo.

Ultimately, it is not only about choosing colors that look good for the logo. It is all about finding the right fit for the message of the brand.

When choosing logo colors, one should aim to please the target market and not the men behind the business. Different colors will affect the way your intended audience will see your brand. What they think is important because it contributes directly to sales and company performance.

In a logo, darker shades of a color can capture the attention of people faster than lighter shades. Thus, the visual prominence of a logo will be directly affected by the color choice. Tinker with the colors until one can arrive at a smart and creative combination for the brand. When in doubt, keep it simple.

Logos will also be used for online marketing campaigns as well. Consider choosing colors within the 256 color range for web browser safe colors. In designing a logo, its flexibility of use should also be a top consideration. It must look good whether as a computer icon or as a fully maximized billboard advertisement.

Designing a Business Logo

A business logo is more than just a simple image. It will become the very representation of a company. After establishing its presence to consumers, a business can use its logo to earn the loyalty of its target market. The mere sight of a logo can make them instantly trust the quality of the products or services because they are from a reputable brand.

Colors will significantly affect the way people look at a logo. It can also help as cues for their photographic memories about a brand. It is therefore important that a business gets its official colors right.

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.