Designing Effective Color Systems For Your Logos & Brands
Presented by The Logo Factory
Color & Your Logo
Understanding color is critical
to the success of a brand.
Colors Are Important..
How Important?
Only the colors have
been changed in these logos..
(yuck)
How Important?
Altering the color of this symbol
seems to change its meaning..
(confused?)
How Important?
Even when verbal commands are included,
changing colors can confuse the message..
(huh?)
How to Choose?
To create an effective color
system for a logo or brand..
?
..let's look at what colors mean.
Color Psychology
The Effects of Color
It is thought that certain colors trigger an
emotional response or "feeling."
They can also be symbolic & represent
ideas or thoughts..
Red
Psychology of Red:
Bold Passion Strength Attention Love Exciting Action Aggressive
Notable: Red works on white & black. Can mean stop, danger and hot.
Pinks (tints of red) are generally considered feminine colors.
Yellow
Psychology of Yellow:
Logical Optimistic Progressive Confident Playful Creative
Notable: Yellow is too bright to stand on its own & will require a secondary
background or bordering color. Universal caution color. Represents clarity.
Blue
Psychology of Blue:
Trusted Conservative Staid Dependable Honesty Calm Secure Cool
Notable: Most popular corporate color. Envokes trust so used frequently for
online businesses & financial institutions. Masculine color.
Green
Psychology of Green:
Nature Wealth Fresh Life Harmony Environment Growth New
Notable: Means "Go." Used frequently to represent eco-friendly companies
& products. Thought to be a calming color.
Orange
Psychology of Orange:
Happy Energetic Sociable Friendly Affordable Enthusiastic Sunny
Notable: Orange is thought to stimulate appetite. Orange is used in some
warning labels. Used frequently in retail. Often used a "call to action."
Purple
Psychology of Purple:
Royalty Mystery Pomp Ceremony Creative Unique Majesty
Notable: Once the most expensive color to reproduce, thus often viewed as
"elitist." Appeals to children & often used in toys and candy packaging.
Black
Psychology of Black:
Sophisticated Luxurious Formality Style Elegance Expensive Authority
Notable: Black used by 'high-end' brands either as main or paired
corporate color. Black is a somber, serious. Most logos designed in B/W first.
Multi-Colored
Psychology of Multi-Color (Rainbow):
Fun Easy-going Child-like Internet Multi-disciplinary Authority
Notable: Relatively new phenomenon due to internet usage and
economical 4 color printing. Represents color-branding challenge.
Brand Color Stats
*
100 Most Valuable Brand Logos & Color
BLUE
BLACK
RED
YELLOW
ORANGE Compare: Color Usage in Major Brand Logos
GREEN
PURPLE PERCENTAGE
5 10 15 20 25 30 35
* Source: Forbes' Most Valuable Brands of 2014
Brand Color Stats
100 Most Valuable Brand Logos & Color
51 30 19
Monochrome*
%
Two Color
% %
Full Color
* Monochromatic logos are not necessarily black but ONLY feature one color.
Your Brand Colors?
Selecting Color Pairs
The majority of successful brand logos use one or
two colors. The vast majority also use primary or
secondary colors as their lead (main) color.
Color Theory
There are three Primary Colors.
When combined they make Secondary Colors.
Color Theory
All together they make up The Color Wheel.
YELLOW
ORA
ELLOWN YELL NGE
Y REE OW
G
ORA
EN
GRE
NGE
ORANGE
GREEN
BLUE
RED
E
BLU
RED
IO LET R
VIO ED
V UE LET
BL
VIOLET
Simple Complex
Color Theory
Colors can be lightened, darkened & muted.
Shades Tints Tones Shades Tints Tones
Color + Black Color + White Color + Grey Color + Black Color + White Color + Grey
Color Relationships
Complementary Colors
Colors opposite each other on The Color Wheel
Color Relationships
Complementary Color Pair logo examples
Suitable "as is" May need some modifications Not suitable without major modifications
Color Relationships
Triadic Colors
Colors that form a triangle on The Color Wheel
Color Relationships
Triadic Color Pair logo examples
Suitable "as is" May need some modifications Not suitable without major modifications
Color Relationships
Analogous Colors
Colors close to each other on The Color Wheel
Color Relationships
Analogous Color Pair logo examples
Suitable "as is" May need some modifications Not suitable without major modifications
Support Palette
For a uniquely professional brand color system, you'll want a support palette
that is in harmony with your main logo colors.
This palette will be used consistently on websites, brochures and other
marketing material to help build your visual identity..
Support Palette
MAIN LOGO COLORS MAIN LOGO COLORS
SUPPORT PALETTE SUPPORT PALETTE
MAIN LOGO COLORS MAIN LOGO COLORS
SUPPORT PALETTE SUPPORT PALETTE
Want to
Learn
More?
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information-packed
Color & Your Logo
infographic.
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