Colour use in Logos

Brand Colours

Black

Represents: Authority, Power, Mystery, Boldness, Elegance and Sophistication

Black is used to commonly target youth and a high-end audience. It creates a mystery while representing power, authority and elegance in the logo.

Red

Represents: Passion, Love, Anger, Hunger, Health, Excitement and Life

Red has the power of attraction and is one of the most popular colours. Used mostly in food, health, beauty and entertainment logos, it grabs the attention of the consumers. Several red foods, such as red peppers or red wine, are known to help increase metabolism. This is one simple reason that some restaurants prefer to use red for interior décor.

Yellow

Represents: Happiness, Warmth, Innovation and Caution

Yellow is a warm colour that invokes the feeling of happiness, warmth and relaxation. Generally it doesn’t play a central role in logos and is sparingly used to highlight important features of a logo. Used alone in bright shades, the colour can be overpowering which is why it is a difficult colour to use. Yellow is most commonly used by the automotive and food industries.

Blue

Represents: Professionalism, Trust, Authority, Power and Loyalty

Blue is used in corporate logos as it creates a sense of security while showing loyalty and professionalism. This colour is used by various businesses related to software, finance, pharmaceutical industry, government and banks.

Green

Represents: Harmony, Natural, Healthy, Renewal and Plentiful

Green is mainly used to represent eco-friendly companies or businesses revolving around agriculture, recycling, landscaping, gardening and solar power. It is the color of nature and gives a calming effect while representing growth.

Orange

Represents: Vibrant, Playful, Happy, Artistic and Energetic

Orange is another beloved colour of the food, art and the sports industries. While in one sector it evokes an appetite, in others it suggests playfulness, creativity and energy. Being bright makes orange the favourite colour for industries dealing with kids’ products and foods. Some creative industries also love using orange to help them stand out and show off.

Purple

Represents: Royalty, Luxury, Celebration, Education and Elegance

Being a colour of royalty, purple is mostly used to represent religious institutes and educational organizations. It is seldom used for commercial services, unless it can clearly represent the main essence of the company it stands for. Chocolate is one food which is often represented by purple logos. There’s no need to shy away from purple and limit it to represent feminism, luxury and beauty only.

White

Represents: Pure, Peaceful, Spiritual, Clean and Goodwill

White is a neutral colour that implies purity. It is also the essential colour in negative spacing logos. The FedEx and the Adobe logo make the best use of white. FedEx has a white arrow while the ‘A’ in Adobe is designed in white over a red background.

Pink

Represents: Feminism, Innocence, Youth and Beauty

Pink is often taken to be a feminine colour, which is why it is popularly used in logos related to beauty, fashion and others. It is also used for companies dealing with children’s clothes and accessories. Because it is playful and innocent, it is not suitable for the corporate or industrial unit.

Brown

Represents: Reliable, Solid, Masculine and Earthly Aura

Brown is a neutral colour that is reliable, solid and dependable. This color is most commonly used for agriculture, construction and legal industries. Some food related products like coffee and chocolate are also best represented by brown.

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