Energy, love, passion, aggression, provocation, danger
One of the most powerful branding tools that definitely works to attract attention: just think of a red “Stop” sign on the road or discount ads. Brands actively use this tool:
KFC: red is said to whet the appetite, which is why most fast food restaurants choose it;
Netflix KFC Red Logos
Netflix: The red badge is designed to draw users to the platform, to convey the passion, energy and strong emotions that they will experience from contact with the brand;
Exxon Mobil Red Logo
ExxonMobil: In the red and white logo of one of the richest oil companies in the world, red symbolizes determination and well-being.
Happiness, joy, positive, motivation, creativity
Yellow is reminiscent of the sun, which means it definitely evokes positive associations. Brands use it to attract attention and convey positive emotions:
McDonald’s: The famous golden arches refer to the real structures that framed the first McDonald’s eateries and were designed to attract attention from afar;
Mcdonald’s Best Buy Yellow Logo
Best Buy: A black-and-yellow retailer logo is highly memorable due to its contrast and helps the company stand out from the competition.
Optimism, vitality, fun, activity, friendliness
Like red, orange draws attention without being as aggressive. Brands use it as a primary or accent color:
Fanta: The orange orange used as the background for the emblem refers to the taste of the drink and is reminiscent of the vibrancy and fun that the brand is associated with;
Fanta Hermes Orange Logo
Hermes: A soft shade of orange that is rare for luxury brands. This choice stems from the history of the company: orange was the only color available for packaging during World War II.
Amazon Orange Logo
Amazon: the color of the logo means friendliness, successfully complements the company’s symbol – a smile – and the slogan: “Delivery smiles to doors”;
Stability, support, practicality, naturalness
Brown is rarely used in identity: there is a risk that it will look too boring and faceless. Therefore, it is better to combine it with other shades:
UPS: brown and gold color scheme refers to the brand’s stability and reliability, which enhances the shield symbol;
UPS MM’s Brown Logo
M&M’s: The color of the emblem is directly associated with the company’s main product – chocolates.
nature, growth, rebirth, prosperity, health
Green has many associations. It all depends on which shade you choose: delicate shades are associated with naturalness, ecology, sustainability, and dark ones are associated with money and stability. In addition, it is believed that green calms and relaxes:
Whole Foods Market: the green emblem of the supermarket chain means the naturalness of the products sold there;
WFM Homepage Green Logo
Starbucks: the famous green mermaid is reminiscent of the water element (the company was born in port Seattle and was named after one of the characters in the novel Moby Dick);
Starbucks Spotify Green Logos
Spotify: The neon green hue of the logo refers to the technology of the company.
Power, luxury, prestige, spirituality, mysticism
The meaning of color has developed historically: purple dye was available only to the richest, and therefore became associated with power. However, today shades of purple are used by a variety of brands:
Cadbury: The founders of the British confectionery brand chose purple as a tribute to Queen Victoria;
Yahoo Cadbury Purple Logos
Yahoo: The signature color came from the wall paint used in the company’s first office.
Femininity, romance, sensitivity, tenderness
Pink is an ambiguous color for branding: if used incorrectly, it can create an overly infantile image of a company and alienate users. When choosing this color, it is important to remember the target audience.
Barbie: pink logo refers to childhood, which is natural for a toy brand;
Barbie T-Mobile Pink Logos
T-Mobile: Chosen by the tech company, the magenta hue refers to the functionality, futurism, and excitement of next-generation connectivity.
Calmness, intelligence, depth, strength, responsibility, reliability
Thanks to its versatility, blue is the most popular color in brand logos:
- Facebook, Twitter, Linkedin: social networks prefer blue as a symbol of reliability and data protection;
- Intel, Samsung, IBM: blue is preferred by technology corporations, emphasizing intelligence and professionalism;
- Famous Blue Logos
Procter & Gamble: In this case, the color symbolizes consumer care and product safety.
Creativity, creativity, playfulness
Combining different colors is a great way to stand out and engage your audience. Symbolism depends on the combinations that the brand chooses:
- Google: different colors reflect the company’s commitment to creativity, technology and individuality;
- NBC Google Multicolor Logos
- NBC: Lona with a multi-colored tail appeared in the 50s to encourage the audience to buy color TVs.