The Five Purposes of Your Logo’s Color Palette

Selecting colors for your corporate logo design can be a daunting task. You may have a few favorite colors that you like to implement in design, but when you select the colors for a logo, remember that it has nothing to do with what you like or dislike. Your logo’s color palette has 5 purposes and you should choose those colors that will help you establish your brand.

1. The color psychology should reflect the brand’s story- Every color has its own psychological meaning and depending on where they are being used, their meanings changes. For instance, red can be used to convey “love”, “revolution”, “passion”, “fear”, and many other messages.

Color, combined with other design elements, changes its meaning and helps viewers connect with a brand. For instance, if you use a red heart symbol in your design and depending on other graphical elements, your logo could be made to represent any brand from medicine to Valentine’s Day! Fonts also play an important role in establishing the color psychology.

2. Lay the color foundation- Some logo designers feel compelled to use maximum colors in their logo and unfortunately, end up creating a rainbow instead of an appealing logo. When you design a logo, use only 2-3 colors that represent your brand; reserve other colors for designing promotional materials such as brochures, leaflets, etc.
3. Balance light and dark colors in the logo- A logo generally has a symbol and the company name/tagline. You should use both dark and light colors to make the logo eye-catching to help viewers identify the different elements in the design. For instance, if you want to make both your company name and symbol noticeable, light and dark contrast will keep both of them prominently visible to the viewers.
4. Too many colors increase printing cost- Your logo will be used in business cards, letterheads, print advertisements and many otter places. Don’t use more than three colors in the logo. The more colors you use in the design, the higher your printing costs will be.
5. Pay attention to color matching- If you choose colors that don’t go well with each other, your logo will lose its appeal. Colors should create a visual harmony. For instance, aqua goes well with sky-blue and when placed together, creates high visual appeal.

When you select colors for your logo, keep these guidelines in mind and use logic over passion. A perfectly color-balanced logo makes your brand memorable and helps you connect with your target audience.