4 Tips For Selecting Your Company’s Logo Colors

Consumers recognize the world’s most popular companies the moment their logos are displayed. Not only are the shapes, font choices, and design layouts important, but the colors chosen to represent that brands matter just as much. Picking the colors for your company’s logo requires more thought than which shades you like to look at. These four tips will help you select logo colors that work for you to build that all-important brand recognition factor.

Choose Colors that Fit the Focus

There is no wonder many HVAC businesses choose red and blue for their logos. These colors automatically bring hot and cold to mind. Green is perfect for a landscaper or an environmental consulting agency, and a medical office logo looks great in clean white and red. As with most marketing, giving your target consumer base what it expects is often a way to get their attention and help them trust you.

While some types of companies have no easily-associated colors, the ones you choose must fit with the purpose and mood of the products or services offered. No corporate attorney would use baby pink. A daycare center would avoid black and gray. If you pick what many would consider the wrong colors, your ability to satisfy customer or client needs in other ways might be suspect.

Understand the Color Emotion Connections

Colors trigger emotions, which can be used to improve the impressions of your company automatically. Hot colors like yellow and red tend to be exciting, optimistic, and friendly, while cool colors like blue and purple are more soothing and creative. Each spot on the color wheel has multiple potential meanings, though researchers have pinpointed the most likely ones. If you do business internationally, note that colors have different meanings in different areas of the globe.

How do you want your targeted consumer base to feel when they see your logo? Do you want to convey cheerfulness and youth? Pick yellow. Or would a manly, rugged brown suit your business image better? Many purchases are triggered by an emotional need or response.

Check Competitor’s Color Schemes

Investigating the competition is a large part of any type of marketing, and it is a great idea when designing a logo too. Never copy another company’s design ideas. Instead, create your own image with your own unique colors that compete with them.

Three heating and air conditioning service providers in a city may all default to red and blue in their logos, but matching shades perfectly could lead to confusion. Stand out from the others with varying shades or tints in your logo design. Business branding with colors is a way to catch consumers’ attention more quickly. If one HVAC brand used deep red and rich blue, another could use orange-red and turquoise for a unique look without compromising the expected color scheme reaction.

Make Sure Your Colors Show Up Well in All Mediums

Computer screens these days can display a nearly infinite number of colors. However, print advertising and products like uniform t-shirts, promotional giveaway items like pens and mugs, and even office stationery can not. To maintain a strong brand identity, ever color you choose for your logo must look identical no matter where you display it. Also, avoid colors that could look very different if printed or shown on a colored background.

Color has long been used to trigger emotions and attract attention. In the business world, color is just as important to logo design as the shapes, typefaces, and layouts you choose. Pay attention to what colors mean, how people react to them, and what is expected in your market before making the final decision. The resulting company logo will work hard to bring you the type of recognition and success your business deserves.

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About the author: Wifred Murray

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