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Visual Color Guide For Your Logo Design

The face or logo of your business must increase the perceptiveness of your customers and translate into business sense for you. You don’t want a face screaming, “Pass!” Your logo color dictates how consumers identify your brand. Here’s a visual color guide for your logo design.

Simplicity is the Best Policy

First, adopt simplicity when choosing color for your logo. Don’t paste the color wheel on your logo. From past trends of valuable brands, 95% of them have no more than two colors. If you have a wide product range for your consumers, you can go for a multicolor logo, such as used by eBay. Experiment with monochromatic, triadic, analogous, complementary, and split complementary schemes along, yet keep the psychology of logo design colors in mind. Try to aim for the right message.

Colors and Messages

Colors of purity and mourning

The color you choose must send the right message to your audience. For example, white shows purity, peace, or even freedom. In many communities, the white color is for happy occasions. But, several cultures use white during a mourning period. Black shows sophistication and mystery, but it’s used during funerals in several countries.

Luxury Colors

Purple is a good choice if you sell luxury products. For high-end products, silver can communicate elegance to your customers. But your industry may not allow you to use silver. For example, silver is attractive for automotive or even IT industries but a poor choice for food and agricultural products.

Earthy Colors

Agricultural and eco-products do well with green or brown. Green is the color of nature; most companies in the agricultural sector use green in their logo. Brown shows comfort and reliability, and it’s good for home products.

Happy Colors

Yellow says, “Pick me,” and it can drive impulse shopping, though it’s only used by at least 13% of top brands in the world. Too much yellow on your logo can communicate fear or insanity, and on the flip side happiness. In the same stride, gold shows wealth and luxury, but too much communicates an opportunistic and greedy brand.

Passion Colors

Red is another favourite color used to draw attention to a brand such as in Coca Cola. This color exudes power, but make sure you balance it with white or softer colors because red is aggressive. Next to red in popularity is blue and 33% of top companies use it because it symbolises confidence and safety. Blue is the top choice for most healthcare companies, but it’s too cold for the beauty industry.

Energetic Colors

Orange is a top pick for entertainment, but not so for the finance industry because it communicates high risk. No one wants you to play with their life savings. Again, the wrong choice for a business in the finance industry is pink.

Soft Colors

Pink is a good contender if your target customers are women. Any shade of pastels like teal, blue or pinks will be a good choice for feminine products and services like beauty, salon, spa and so on.

Neutral Colors

Grey is a classic and neutral color but it can be boring. It’s a good color to combine with and tone down bright hues. Same goes for beige.

As you work on your logo, let your baseline colors be white and black. You can work in other colors depending on the industry and product you are selling. So, who is your customer and what are their beliefs and cultures associated with different colors? It’s not just picking a nice color for your logo, but the message you are passing to your market.


Author Bio

Alicia Rother is a freelance content strategist who works with small businesses and startups to boost their brand reach through creative content design and write-ups. Connect with her here.

How to drink Mate

Logo Design

logoDescribe what you want ?

What is your business name?


In a sentence or two, describe what your business does


Select your business industrySelect the types of logos you likePlease choose up to 3 different options you might like explored.

  • E.g., VISA, Coca Cola
    Word mark
    Your company name in a stylised type/font becomes the logo.
  • E.g., Apple, Jaguar
    Pictoral mark
    An image or shape that is easily recognizable is used to represent your business.
  • E.g., Nike, Mitsubishi
    Abstract mark
    An abstract shape or symbol is used to convey the values of your business.
  • E.g., McDonalds, cK
    Letter form
    Letters/initials from your business name are used to create a logo.
  • E.g., Harley Davidson, Starbucks
    Business name enveloped by a pictorial element or shape.
  • E.g., KFC, Johnnie Walker
    A character or mascot to represent your business.
  • E.g., YouTube, Skype
    Web 2.0
    Representing trends from the internet including gradients, rounded corner etc.

What values should your logo communicate?

  • Feminine –  Masculine
  • Young –  Mature
  • Luxury –  Economical
  • Modern –  Classic
  • Playful –  Serious
  • Loud – Quiet
  • Simple – Complex
  • Subtle – Obvious

Do you have any specific colors in mind? Colors

Common associations in Western culture

Passion, Anger, Vigor, Love, Danger
Knowledge, Energy, Joy, Intellect, Youth
Fertility, Wealth, Healing, Success, Growth
Purity, Healing, Perfection, Clean, Virtue
Knowledge, Trust, Tranquility, Calm, Peace, Cool
Fear, Secrecy, Formal, Luxury
Royalty, Wisdom, Spirituality, Imagination
Creativity, Invigoration, Unique, Stimulation
Balance, Sophistication, Neutrality, Uncommitted


Where will your logo be used?

  • Print (Business cards, letterheads, brochures etc)
  • Online (Website, online advertising, banner ads etc)
  • Merchandise (Mugs, T-shirts etc)
  • Signs (Including shops, billboards etc)
  • Television/screen


Do you have any images, sketches or documents that might be helpful?

E.g.Your current logo, photos, illustrations, content, layout ideas etc.

Anything else you’d like to communicate?

E.g.Demographics of your target audience: age, gender, location, education etc.

Information about your target audience: interests, lifestyle, behaviour, values etc.

Tip:If you have a slogan you would like incorporated then let our designers know here as well.

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