The colour of your logo plays a crucial role in shaping your brand’s impact and perception.
Each colour evokes distinct emotions, carries subconscious associations, and holds different meanings across various cultures. What colour should your logo be?
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The Psychology of Logo Colour
Red is often associated with excitement and passion. It can grab attention and stimulate appetite, making it popular in the food industry. Brands like Coca-Cola and Red Bull use red to create a sense of urgency and enthusiasm. In China, red is auspicious and a symbol of prosperity, associated with the energy of the sun.
Coca-Cola logo – exciting and passionate
Orange combines the energy of red and the cheerfulness of yellow, making it lively and invigorating. Brands that want to convey a sense of fun, like Nickleodeon and Harley Davidson, choose orange to to reflect their dynamic and spirited nature. Orange represents warmth, and harvest in Western cultures. However, in the Middle East, it is associated with mourning and loss.
Harley Davidson logo – lively and invigorating
Yellow is associated with happiness and optimism. It catches the eye and can be used to convey a friendly and inviting image. McDonald’s uses yellow to create a sense of cheerfulness and encourage a positive dining experience. In the Germanic world, yellow symbolizes envy and jealousy.
McDonald’s logo – happy and optimistic
Green is synonymous with nature and tranquility. It’s a great choice for brands focusing on eco-friendly products or wellness. Starbucks and Whole Foods utilize green to emphasize their commitment to natural and sustainable practices. The colour also has strong associations with Islam, and green is currently used in several national flags as a symbol of that religion.
Starbucks logo – natural and tranquil
Blue conveys professionalism and calmness. It’s widely used in corporate settings because it’s seen as reliable and trustworthy. Think of IBM and Facebook, which use blue to promote a sense of security and competence. Countries with a strong Catholic population associate blue with the Virgin Mary.
IBM logo – professional and calm
Purple suggests luxury and sophistication. It’s often used by high-end brands and those aiming to communicate elegance and premium quality. Brands like Cadbury and Hallmark use purple to elevate their brands.
Cadbury logo – luxurious and sophisticated
Black represents power and elegance. Brands like Chanel and Nike use black to create a high-impact, timeless brand identity. Though of course, Black is associated with mourning in many cultures.
Chanel logo – powerful and elegant
Conclusion
Selecting the right colour logo for your small business involves understanding the psychological impact and cultural associations but ultimately, your logo’s colour should reflect your brand’s personality and values. And if in doubt, make it red!
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