What does color have to do with my logo?
What are your favorite logos? Perhaps you’ve never thought about it; maybe a few logos come to mind. Several that come to mind may be the Starbucks logo, the McDonald’s logo, and Levi’s logo. Now let’s focus on what’s different. The Starbucks logo is green and white; the McDonald’s logo is yellow and black, and Levi’s logo is red and white. What do all these colors mean?
Psychology tells us that each color represents an emotion or idea. Green logos, for instance, represent agriculture and nature. It’s often associated with good luck. When companies use this color, they want their customers to relax. Green is also the color of wealth and tranquility. It represents unconditional healing and love. Common green logos include Whole Foods, BP, Animal Planet and Holiday Inn. It’s easy to see why these companies have chosen this color and why customers seem fond of it as well.
Yellow is often associated with optimism and hope. This color symbolizes cheerfulness and warmth, but it also represents betrayal. Yellow stimulates our nervous system and our mental cognition while representing youthfulness. When there’s a lot of yellow in a store window, customers are more likely to go into a store. This color, too, closely symbolizes personal self-esteem. National Geographic, Hertz, Best Buy and Sprint all use yellow within their logos. These brands represent cheerfulness to different people.
The meaning of black is authority and elegance. It stands for sophistication and mystery. Those logos that use black want to send a powerful message that they are a strong company. They are loyal to their customers and take their mission statement seriously. They always put customer service first and have high-quality products. Popular companies that use black within their logos are Adidas, Lexus, Apple, HBO, and ABC.
When products use red in their logos, such as Levi’s jeans, this is meant to draw attention or excitement to their brand. Red symbolizes energy and strength, along with stimulation and survival. Most know this color to represent anger, passion or love. This color makes their product stand out since most other brands are softer colors. Common brands that use red logos are K-Mart, Target, CNN, Ace Hardware and Netflix. These brands realize that their product stimulate and raise their consumer’s heart rate. They must have the product, which keeps them coming back.
Finally, white represents purity and cleanliness. This is often used as a secondary color for websites to give it a more relaxing look. White, too, represents protection and encourage. Most of the time we see this color associated with weddings, but lately, it has been arising in logos throughout larger industries. Adidas uses a white background, for instance, as does LinkedIn. If either of these logos did not have a white background, the logo would be hard on the eyes due to the chosen colors. The next time you see colors realize that they are carefully chosen to imply a much deeper meaning.