Beyond aesthetics, colours in logo design are powerful communication tools. Each conveys deep meanings, capable of influencing the perception of a brand. In this article, we will explore the meaning of colours and advise you on how to choose the appropriate colours for your brand’s logo.
The Meaning of Colours
1. Warm Colours
Red: The Colour of Passion
Red is a warm colour associated with strong emotions: passion, love, anger, ambition. It is also a primal colour that can represent danger. It is often used for alarms, signage, emergency services. For brands in the food sector, red is used to symbolise life and indulgence.
Orange: The Colour of Vitality
Sharing similarities with red in terms of energy, orange attracts attention without the connotation of danger. Orange is associated with energy and boldness. This colour is primarily used by creative brands or brands targeting the youth. Orange is also a key colour to evoke communication, sharing, and human values.
Yellow: The Colour of Happiness
Dynamic like sunlight, yellow evokes joy, youth, hope, and positivity. Used to attract attention, yellow, often paired with blue in brand logos, creates a vibrant combination.
2. Cool colours
Blue: The colour of trust
Blue, one of the most popular colours in the world, offers a range of meanings depending on its shades. Sky blue evokes freshness, calmness, freedom, and can symbolise dialogue and communication.
Dark blue, associated with trust, reliability, and authority, is often used in serious contexts, although overuse can give an overly solemn impression. Finally, the colour blue is widely used in communication and social networks, as evidenced by the logos of Facebook and LinkedIn.
Green: the colour of nature
Associated with health, vitality, and freshness, green is a frequent choice for brands committed to healthy and sustainable food choices, as demonstrated by the brand Ipsago. Green thus communicates various values such as luck, organic growth, comfort, and prosperity. Its use is widespread in design, reminiscent of the green light and symbolising progress.
Purple: the colour of luxury
Purple, also known as violet, embodies luxury, mystery, and spirituality. This colour, resulting from the mix of blue and red, conveys decadence and royalty in dark tones, while evoking fun and fantasy in lighter shades.
3. Black and white in logos
White: the colour of minimalism
White light, although it contains all colours, is perceived by our eyes as an absence of colour. In design and brand strategy, white offers a minimalist aesthetic, evoking simplicity, cleanliness, and modernity. It is the most neutral colour, serving as a discreet base for other more dynamic shades. Its combination with black or metallic tones can create a sophisticated appearance.
Black: the colour of elegance
Black, synonymous with power, elegance, and sophistication, is an extremely versatile colour widely used in graphic design. In branding and marketing, it is often associated with exclusivity and power, making it the preferred choice of bold modern brands. Its use evokes an impression of luxury, making it a prized option for high-end brands, especially when paired with metallic tones. For chic brands that do not find their style in white minimalism, adopting black in design is a sophisticated alternative.
Tips for choosing the colours of your brand’s logo
1. Align the colours with your brand identity
Before diving into the colour palette, let’s return to the basics: your brand identity. It is crucial that the colours of your logo reflect the core values you wish to convey. If your company advocates innovation, opt for modern and bold shades. For a brand focused on sustainability, green tones evoking nature will be more appropriate. The coherence between your logo’s colours and the essence of your business will enhance the memorability of your brand in the minds of consumers.
2. Prefer simplicity with a limited palette
Simplicity is the key to a memorable logo. Limit your palette to two or three colours at most. The goal is to create a strong and immediate visual impression. Too many colours can lead to confusion and dilute the message you wish to convey. By choosing a refined palette, you allow each colour to play a distinct and meaningful role in representing your brand.
3. Harmonise the colours with the industry
Consider the standards of the industry in which you operate. While originality is essential, it is beneficial to have an idea of the predominant colours in your sector. For example, if you operate in the technology sector, futuristic and dynamic shades may be appropriate. On the other hand, companies related to health may favour soothing and reassuring colours. By understanding the expectations of your audience and responding to them in a unique way, you establish a balance between the industry’s tradition and your brand’s innovation.
By following these principles, you will be better equipped to choose logo colours that fully embody your company’s identity, simplify visual communication, and positively distinguish you within your sector.
