The ‘persona’ of a memorable logo is created by blending various factors such as color scheme, typography, illustration, brand message and target audience in perfect harmony with one another. The aim behind creating a logo is to make it instantly recognizable and relatable to the company, its products or services and what they stand for. The colors of a corporate logo speak volumes about the brand. Imagine a bottle of coke with a blue logo or an Apple product with a pink logo. It just doesn’t just feel right. But is there more to that?
According to color psychology, there sure is!
Every emotion has a color associated with it, and many colors have linguistic links as well, such as “He turned red with anger!” and “I’ve got a white collar job”. The color preference comes from the brand attributes and corporate vision itself. As a designer, you ought to know color psychology. Here’s why:
Brighter colors signify more vibrant emotions like love, valor and energy, while lighter colors invoke calmness and dependability. Colors can hold a different connotation in different parts of the world, so you need to keep cultural perceptions in mind. Here is what colors generally represent:
With a vibrant feel, red is the color to go for when sublime superiority or passionate service is what you are looking to portray. A widely used color when it comes to logo, it has been associated with a host of successful brands including well-known brands Verizon, Arby’s, Oracle and Coca-Cola.
Calmer and assured is what blue stands for, hence the reason it is preferred by financial institutions and government agencies. In the current context, it is also associated with the unlimited connectivity of the oceans. Facebook is the best example or perhaps the harbinger of this representation.
When thinking of portraying your brand as environmentally friendly or against pollution, green gets the go ahead. Green also depicts freshness as well as money. Green serves as the main color in the logo of many renowned companies like British Petroleum. (Though the oil spill debacle has tarnished the brand image to some extent)
Sophistication and elegance is what comes to mind when this color comes before the eyes. With prehistoric connections with the Church and the ruling classes, this color signifies wealth and power, with Cadbury being its most recognizable carrier.
Simple, honest and subservient, is the impression brown creates when chosen to represent a brand. Brown is the color of the soil and it represents strong associations with organic materials. The most prominent example is a renowned logistics company, UPS. With brown as its corporate color, the company shows that it will go to any means to deliver the package on time i.e. subservience.
Breaking the shackles of association with feminism, Pink has in recent times come to be associated with funky, vibrant and trendy brands. T-Mobile uses this color extensively in its logo and it is at ease splashing it on all of its campaigns and stores.
Composed to the two contrasting colors which are seldom used alone i.e. black and white, this combination represents class, leadership and innovation. Black depicts boldness and power and white represents simplicity and pureness. Monochrome personifies exemplary sophistication. The best example, and perhaps the most iconic, example is that of Apple.