Do the Colours Of Your Logo Really Affect Your Brand?

Posted on February 13, 2015 at 5:56 pm

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Logo designing sometimes becomes a big fuss, especially when it comes to colours. Everyone gets picky and have their own choices. And these choices are not baseless as there are tons of reasons for which colours to chose.

Whenever we design a logo for a business, our clients either want to have some specific colours or want us to decide what colours to have. Either way we go, we have to go through multiple rounds of reviews as a green colour can have more than 1000 shades of green or maybe 100,000?

And then we come down to colour combinations. A green can go with a red or a yellow? No, then maybe purple? My last three sentences are literally picked up from logo design review emails we get from our clients.

So we spend quite a lot of time deciding the logo colours and then rejecting our own decisions. And why not? The logo is going to reflect our brand image. And that is 100 percent true.

But lets clear some confusion here. What exactly reflects the brand image – logo or its colours? Am I trying to say that we can do with a colourless or a white logo? Certainly not. Of course the logo should have some emotion evoking colours and should be able to strike a chord with your audience.

But at the same time, logo colours are perhaps not a very big factor. For this, lets think of the big brand logos we know. Sony, Apple and Mercedes Benz are the three logos that come to my mind. So what colour are their logos?

I have seen their logos mostly white in colour or they use chrome when they want to. When printed on white, they also use Black colour for their logos. Aha! so now we suddenly have big brand logos that do not have any specific colour.

On other hand, we have big brands like coke, pepsi and Mcdonalds who always stick to their logo colours.

Does this mean using specific colours in logos is optional? The answer is yes. You can be very flexible in the way you use colours for your logos.

Companies that have set specific corporate or brand colours could choose to use those colours in their logos too.

Going back to the main agenda, do logo colours really affect the brand? And if they don’t, then why do companies put so much effort into it?

The answer is, your logo colours affect your brand to some degree but not entirely. This is because brand building happens when you use your logo or brand colours extensively in your business.

You cannot expect a greatly designed logo sitting on your business cards to go out and build your brand image. You have to do it yourself by bringing your logo and brand colours in all aspects of your business.

The more you do it, the stronger your brand image becomes.

If you want to work towards building a strong brand image, you may want to read my blog on how to use your logo for maximum visibility and brand image.

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