How To Choose The Color Of Your Brand`s Logo
The logo of a brand means everything to its customers. It’s a defining feature that brings to mind its values and services. Companies spend millions trying to refine and perfect, not just the shape but the color.
The red emblem and white lettering of Coca Cola are unmistakable, and so are the golden arches of McDonald’s. Both contain red, yet the shades are just different enough to remain distinct. Then some logos have continued changing throughout history. Take Apple and Microsoft for example. Apple’s original logo was a sketch of Newton sitting under a tree, then a rainbow-colored apple, which turned white later. Microsoft went through a transition from oddly shaped blue rectangles to multi-colored wavy parallelograms to perfect squares.
What that should tell you is that there are no set rules for logo color. Of course, people will try to tell you that a color should reflect your company’s core values. A study conducted by the logo company showed that specific colors repeatedly evoke certain emotions. Reds represent youthfulness and vigor, while greens remind one of peace and health.
Here, it’s important to note that the same shades of these colors won’t necessarily evoke the same emotions. A lighter blue may be more tranquil, while a darker red may be more vengeful. The only way to know for sure is to look at your target audience. It’s what they associate with the colors that matter most. You can run a survey, try focus groups, or simply conduct research on your consumer’s other favorite brands.
Or you could try the old-fashioned approach and choose a color that rests well with you. The entire world associates the color gold with wealth. Yet when they look at McDonald’s arches, they think of a juicy burger. Ultimately, it’s what you associate your brand with that matters.
