Choosing the right colour for your logo can be complicated if you don’t know the meaning of the colours.
Colours are made up of three primary colours and 3 secondary colours. The primary colours are Yellow, Red and Blue. When we mix two of these colours, it gives us a secondary colour (by mixing red and yellow you get orange).
For the logos, this gives us 6 colours to which we will add brown (the mixture of the 3 primaries) as well as black (which is considered a shade) but also the two-colour and the multi-colour for a total of 10 colours.
Before you can choose a colour for your logo, you need to know what that colour represents.
And since I’m in a great mood, let’s start with yellow!
Yellow is like the sun: Joy, Optimism, Warmth and Energy. Being able to write down an idea before losing it, the joy and carefree attitude of a child or even the energy for your car, yellow is a very popular colour in the consumer environment.
Green symbolizes Natural, Growth and Wealth. We are in something solid and growing, if your product is natural (or eco-friendly) this is exactly the colour to choose. Did you know that in Europe, McDonald’s logo is green?
Blue symbolizes Smart, Trust, Intelligence, Dependable but also Calm. It is therefore not surprising that we find a lot of brands that need to reassure their customers. There are also a lot of social networks that use this colour Like Facebook, Twitter or LinkedIn.
Purple symbolizes Spirituality, Adventure and Prosperity. We enter here into the realm of dream and imagination; we eat food that makes us travel to the point that we might believe that everything is possible. Many lingerie brands also use this colour.
Red symbolizes Strength, Bold, Excitement, Pleasure, Passion and Love. We find bold brands, tasty foods that we love, the endless possibilities of a game of construction. Dare to show who you really are by becoming a presenter on your own channel! Build anything you can think of without limit.
Fairly close to yellow and red, orange symbolizes joy, family, friends but also confidence and value. This color represents the confidence and pleasure we will have in using your product whether you represent the pleasure of DIY, driving a renowned motorcycle or even a pleasure-drink.
Brown is different, neither a primary nor a secondary color, it is not a color that will make you dream or will put you in a good mood but it still has some good sides! Brown is the color of earth and wood, something timeless that you know you can count on it. Depending on the color of the product you sell, this color can be very effective (coffee, chocolate, soil or wood).
Let’s start by defining what black is. Black is not a color it is a tint/shade. No need to stare at rainbows, you will never find it there, simply because black is the absence of light, of color. Even more special than brown, black is chosen by these brands who want to be radically different. Brands that have chosen to use this shade are brands that want to be Professional, Intelligent with a little bit of Mystery but generally it is commonly found in the logos of high-end products.
A logo does not have to be monochrome; you can put a second color to shade how you want people to feel while thinking of your brand. The joy of having furniture at smart prices. Eating something good without having to cook. An efficient delivery service you could trust. A safe way to spend in order to please yourself.
10/ The Mix (Harlequin)
Generally, we will try not to have more than two colors to avoid the Harlequin effect. But some brands have decided to take the risk in order to highlight the fact that customers will find everything they are looking for.
Now that you know what colors are, it is time to make a choice.
Now it’s starting to get interesting! You will have to make a choice and it will completely influence the image people will have of your brand. We can either address the qualities of your product, the values of your company or even what the user of your product might feel.
Here are some examples of logos I’ve changed the color; you will see that the feeling while looking at them is not the same:
To sum up
The good news here is, there is no bad choice, but you will have to be aware of the colours influence. It is therefore completely impossible for me to give you the perfect color for your brand. I can only advise you based on the information provided about your brand and customers. Note: in general, the person who will create your logo should always suggest two or three colours (in addition to the design of the logos).