Choose the color of your logo is not a trivial decision: a bad choice can harm the image of your brand and reduce the impact of your communication with customers.
To guide you, Codeur.com explains the importance of color in a logo and you invite you to discover an infographic created by 99designs, which explains how to choose it according to the personality of your brand.
The importance of the color of a logo
Entrepreneur, you may not know it yet but the color of your logo, and of your graphic charter as a whole, is of capital importance in reflecting the values of your company, attracting the right target and best reflecting the personality of your brand.
Color reflects your brand personality
In the world of design, colors are not equal. When you go for a color that most people like, it doesn't necessarily mean you're making the most relevant choice.
Before defining the colors of your company's logo, you must ask yourself certain questions about your values, your environment and your target. For example :
- Is your business aimed at a young, mature, modern audience?
- On which communication channels do you ensure an active presence?
- Do you work in a scientific or creative sector?
- Does your business target a national or international audience?
These different specificities constitute the personality of your brand. And the importance of the color of your logo is there. Without even realizing it, consumers are naturally attracted to a product whose design and colors seem more attractive to them or consistent with their tastes.
Emotions and perceptions linked to colors
Each color evokes a specific emotion, mood or value. Red, for example, attracts attention and symbolizes energy or passion. Blue inspires confidence and serenity, while green refers to nature, health or growth.
Choosing the right palette is therefore not just a matter of personal taste, but a real communication strategy. A brand that wants to reassure will have every interest in focusing on soft and balanced tones, while a daring company can play on marked contrasts to assert its dynamism.
The meaning of the colors of a logo
Let's now look at the perception that each color suggests to choose the color of the logo:
- THE red evokes energy, passion or provocation. This color is perfectly suited to the automotive sector and new technologies.
- Color orange combines the vitality and energy of red, it is suitable for companies operating in a dynamic, even sporting, sector.
- THE YELLOW communicates warmth, motivation and creativity. This color can be used by companies that offer services.
- The meaning of Green varies depending on its nuances. Dark green can be associated with wealth and therefore finance. Lighter green corresponds to ecology.
- Color blue is favored by many brands. This color suggests security and confidence. In the presence of blue, consumers are comfortable.
- THE purple evokes sophistication, mystery and femininity. It can be used by companies operating in the health sector or selling products aimed at women.
- THE pink is often associated with the “girly” side. However, depending on the shades, pink can also suggest luxury and modernity.
- THE brown is rarely used by brands, yet it personifies strength, masculinity and seriousness. It can be chosen by companies that want to differentiate themselves from the competition.
- THE black is adopted by companies that carry out a professional activity related to luxury and high-end. New technologies also appreciate this color.
- THE white can be used by any business. This color corresponds to youth. It allows you to emphasize a specific characteristic of the brand.
- THE gray is associated with seriousness. The darker it is, it inspires mystery.
How to choose the color of your logo?
There are multiple resources for choosing the right color(s) for your logo. The first step is to find inspiration and therefore use visual supports to more quickly define the colors of your future graphic charter.
Use a color palette
It's up to you to find the colors that promote your values, while highlighting your products. Sites such as PaletteDeCouleur.net can help you find the perfect color palette for your brand.
The infographic for choosing the color of the logo
Freelance: Knowing how to change the color of a logo for a client
Work as freelance graphic designer for a client often involves adjusting the colors of their logo to better match their strategy or market. Knowing how to change the color of a logo professionally is a key skill for any graphic design freelancer. This involves modifying the colors while respecting the readability, harmony and identity of the brand.
Here are 5 tips for successfully doing this:
- Respect the existing palette : Analyze the graphic charter and the colors already used. Choose similar or complementary colors to maintain consistency with existing supports and avoid distorting the logo.
- Understanding the symbolism of colors : Make sure the new color choice still reflects the personality and messages the client wants to convey.
- Test different variations : Create several color suggestions and show them to the client on different media (website, print, social networks).
- Maintain contrast and readability : Changing the color should never affect the readability of the logo. Check that text, icons or symbols remain clear on all backgrounds and formats where the logo will be used.
- Document and communicate changes : Once the color has been validated, update the graphic charter and provide the client with the exact color codes (hex, RGB, CMYK).
When to change the color of your logo without damaging its visual identity?
Changing the color of your logo must be done at the appropriate time so as not to disrupt the image of your brand. When your business evolves or targets a new audience, for example, it may be necessary to modify the colors so that the logo better reflects the personality of your brand or the expectations of your audience.
If you are considering redesigning your visual identity or your graphic charter, turn to a freelancer to adapt the colors and create harmony with your new media.
And don't forget to write specifications for your logo, you can download a free template for your logo here.
If you need help establishing your company's graphic charter, do not hesitate to call on a professional graphic designer on Codeur.com !