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Choosing The Correct Color Scheme For Your Company Logo

Monday, August 1st, 2016
Color pallet UCI Digital

Creating a striking and memorable logo is the first step for any new business or re-brand. Customers will remember your business based upon its logo, there is no avoiding that. It is critical that your company correctly determine the right logo for its business and brand. Many people mistakenly believe that typography is the most important aspect, but actually, color is. While typography plays an important role, the color combinations provide an immediate reaction to your brand.

The color expressed in your logo will determine your company’s “personality.” This largely depends on your business and customer base. If your customers are more “playful”, then you may want a more whimsical color palette. For more enterprise and business-focused clients, you may need a logo that projects confidence and competence. As a quick breakdown, here are a few explanations of emotions attached to colors.


White projects a youthful and economical experience for just about any brand. You can use white as a secondary accent to other more exciting colors.


Black is synonymous with modern, sleek and luxury. Take a look at luxury brands, many of them will often integrate black and other dark colors into their logos and designs.


Red is a universal sign of energy, exuberance, passion and anger. If your brand is young, loud or modern, you may want to mix in some red to spice up your logo.


If you prefer a color that is more muted, orange is invigorating and more under-utilized than red. Orange allows you to project youthful playfulness while standing out from the crowd.


Yellow projects friendliness and is all about creating a youthful, affordable and energetic brand. Yellows should be emphasized.


Pink is another versatile color. There are many shades of pink that can project either a youthful, luxurious or modern look.


Blue is associated with maturity and trustworthiness. Over 50 percent of all logos utilize blue in some form. Have you ever noticed Google, Facebook, Twitter, or Bank of America? These companies all use blue in their logos.


Green is associated with a variety of meanings and has strong cultural associations. You can use those associations within your logo. Does your company handle money or sell gardening services? Mix in some green.


Purple is a versatile color that can take both masculine and feminine hints, depending on its utilization. Purple once meant luxury and royalty and it has now morphed into a color that projects innovation and wisdom.


Unless you are an outdoors or hunting company, brown is a very underutilized color. Brown projects masculinity, ruggedness and seriousness.

As you can see, bright colors generally reference youth, energy, happiness and passion. As you move toward darker and more serious colors, the moods and attached responses will shift. Keep in mind that this advice can change from year to year as companies adjust their logos and brands to their customers’ preferences.

Consider the color palettes of your competition. What colors do they use? Is it better for your business to mimic or stand out? How is your business different from your competition and how can you express that in your logo?

UCI Digital is a multi-service comprehensive online marketing firm that is geared toward maximizing your company’s marketing potential. We provide a variety of services throughout Texas and the United States. If you would like to discuss how we may be able to assist your company’s efforts, feel free to give us a call at (806-553-5332) or Contact Us via email. You can also visit our office at 1000 S. Adams St. in Amarillo, Texas.