Professional Documents
Culture Documents
What Does Your Logo Color Mean To You PDF
What Does Your Logo Color Mean To You PDF
Color in branding
Choosing the best color for a company logo is about as important as choosing the right name. The
colors you use can contribute to your brand success significantly.
Yet the importance of color is often overlooked when it comes to brand identity design.
Yet, your logo is probably the first thing your customers will think of, when thinking of your brand.
Famous Logos—Colors
As you can see on the image above, brand use different colors:
A client may arbitrarily demand a specific color or reject another based on outwardly irrelevant reasons.
The way I deal with it - is to educate my clients on the importance of colors, cultural associations and
other factors that will make the selected colors work for the brand or not.
And since the identity design is about what works - any personal preferences will not prevail.
How they remember your company, product or service - that's what counts.
Therefore choosing the right color for your brand is NOT like choosing the paint color for your kitchen.
But before we talk about color in detail - it's important to understand the sequence of cognition.
As you can see in the image below - color comes second just after shape.
This simply means that the brain acknowledges and remembers shapes first, color is second and content
comes last as it takes more time to process language.
Therefore color is even more important than the content when it comes to your logo design.
The science behind color could increase the effectiveness of your company's branding and marketing
methods.
So let's briefly examine some of the colors and what they stand for
What Does the Color of Your Logo Say About Your Brand?
Color is an important consideration in your brand identity system.
Color in branding is also important because our response to a color is based on our life experiences and
cultural associations.
Meaning of Colors
This means that the chosen color palette needs to be appropriate - evoke certain emotions, but also
distinctive - differentiate your brand from competition.
Brands like Tiffany, Coca-Cola or UPS - their own colors in their category.
These brands trademarked their core brand colors and we recognize them to the point that just by
seeing a turquoise box, even without the logo - we now it's Tiffany.
A recent study found that images of brands trigger religious reactions. (Source)
Dr. Gemma Calvert discovered that when people viewed images associated with the strong brands— the
iPod, the Harley-Davidson, the Ferrari, and others— their brains registered the exact same patterns of
activity as they did when they viewed the religious images.
Just have a look at the image below - even without the Coca-Cola logo nor it's distinctive bottle shape
for you know it's Coke not Pepsi.
Brands and color are inextricably linked because color offers an instantaneous method for conveying
meaning and message without words.
Many of the most recognizable brands in the world rely on color as a key factor in their instant
recognition.
Since you know how important your brand's color can be - let's focus on colors themselves.
Hue - it's the actual color: red, green, blue and so on.
Saturation - indicates the amount of grey in a color.
Brightness - refers to how much white (or black) is mixed in the color.
As a brand identity designer, I employ number of tools during the exploration process in order to find
best color combinations.
The tools including Adobe's color scheme generator, Color CC; Pantone's Studio app, which converts
photography into color swatches; and a tool called Colorable, to ensure color combinations are in line
with Web Content Accessibility Guidelines.[
Colors need to be chosen carefully, not only to build brand awareness but also to differentiate.
Choosing a color for a new identity requires a core understanding of color theory.
Understanding how color is formed and, more importantly, the relationships between different colors,
can help you to use color more effectively in your designs.
In order to select best colors you must have a clear vision of how the brand needs to be perceived and
differentiated, and an ability to master consistency and meaning over a broad range of media.
So remember to use colors wisely when it comes to designing your brand identity.
Since colors work in groups - your brand identity needs to have some color schemes established - color
combinations that work together.
This is super important in choosing colors for signing, website pages, prints ads, and other marketing
media - not only your logo.
Therefore families of colors are developed to support a broad range of communications needs.
Groups of colors
In FedEx’s brand architecture - green communicates ground services; orange communicates the high
energy and speed of air transportation.
Ensuring optimum reproduction of the brand color is an integral element of standards, and part of the
challenge of unifying colors across packaging, printing, signage, and electronic media.
Have a look at the MasterCard identity - colors in digital and print must be consistent.
MasterCard—use of color.
And ensuring consistency can pose a challenge since there are two different ways of seeing colors:
In digital world we use RGB (additive theory) but in print we use CMYK system (subtractive theory).
You perceive RED pigment to be RED because it reflects RED light and absorbs everything except RED
light falling on it.
They make look the same on the wheel (red is just red), but translating the color (e.g. by using a color
picker) from RGB to CMYK and vice versa can make the colors look different.
The spectrums of RGB and CMYK are slightly different and therefore a vibrant color on your computer's
monitor (RGB) may look bleached in print (CMYK).
Besides CMYK and RGB we also use Pantone Color Palettes which allows to have the same color in both
digital and print.
RGB Color (Red, Green, Blue) is used on the web in the form of HEX value (web colors) that looks
something like this #00adef (Ebaqdesign's brand color).
There so much more that can be said about colors...If you want to learn more, I would definitely
recommend the book The Designer's Dictionary of Color by Sean Adams that I found recently in
Barnes&Noble.
But I hope this article brought you some light to the subject of color and its importance when it comes
to brand identity design.