DesigningEffectiveColorSystemsForYourLogos&Brands
PresentedbyTheLogoFactory

Color&YourLogo Understandingcoloriscritical tothesuccessofabrand. Understandingcoloriscritical tothesuccessofabrand.
ColorsAreImportant..

HowImportant? Onlythecolorshave beenchangedintheselogos.. Onlythecolorshave beenchangedintheselogos..
(yuck)(yuck)

HowImportant? Alteringthecolorofthissymbol seemstochangeitsmeaning.. Alteringthecolorofthissymbol seemstochangeitsmeaning..
(confused?)(confused?)

HowImportant? Evenwhenverbalcommandsareincluded, changingcolorscanconfusethemessage.. Evenwhenverbalcommandsareincluded, changingcolorscanconfusethemessage..
(huh?)(huh?)

HowtoChoose? Tocreateaneffectivecolor systemforalogoorbrand.. Tocreateaneffectivecolor systemforalogoorbrand..
..let'slookatwhatcolorsmean. ?

ColorPsychology The Effects of Color
Itisthoughtthatcertaincolorstriggeran emotionalresponseor"feeling." Theycanalsobesymbolic&represent ideasorthoughts..

Red PsychologyofRed: •Bold•Passion•Strength•Attention•Love•Exciting•Action•Aggressive PsychologyofRed: •Bold•Passion•Strength•Attention•Love•Exciting•Action•Aggressive
Notable:Redworksonwhite&black.Canmeanstop,dangerandhot. Pinks(tintsofred)aregenerallyconsideredfemininecolors. Notable:Redworksonwhite&black.Canmeanstop,dangerandhot. Pinks(tintsofred)aregenerallyconsideredfemininecolors.

YellowYellow PsychologyofYellow: •Logical•Optimistic•Progressive•Confident•Playful•Creative PsychologyofYellow: •Logical•Optimistic•Progressive•Confident•Playful•Creative
Notable:Yellowistoobrighttostandonitsown&willrequireasecondary backgroundorborderingcolor.Universalcautioncolor.Representsclarity. Notable:Yellowistoobrighttostandonitsown&willrequireasecondary backgroundorborderingcolor.Universalcautioncolor.Representsclarity.

Blue PsychologyofBlue: •Trusted•Conservative•Staid•Dependable•Honesty•Calm•Secure•Cool PsychologyofBlue: •Trusted•Conservative•Staid•Dependable•Honesty•Calm•Secure•Cool
Notable:Mostpopularcorporatecolor.Envokestrustsousedfrequentlyfor onlinebusinesses&financialinstitutions.Masculinecolor. Notable:Mostpopularcorporatecolor.Envokestrustsousedfrequentlyfor onlinebusinesses&financialinstitutions.Masculinecolor.

Green PsychologyofGreen: •Nature•Wealth•Fresh•Life•Harmony•Environment•Growth•New PsychologyofGreen: •Nature•Wealth•Fresh•Life•Harmony•Environment•Growth•New
Notable:Means"Go."Usedfrequentlytorepresenteco-friendlycompanies &products.Thoughttobeacalmingcolor. Notable:Means"Go."Usedfrequentlytorepresenteco-friendlycompanies &products.Thoughttobeacalmingcolor.

OrangeOrange PsychologyofOrange: •Happy•Energetic•Sociable•Friendly•Affordable•Enthusiastic•Sunny PsychologyofOrange: •Happy•Energetic•Sociable•Friendly•Affordable•Enthusiastic•Sunny
Notable:Orangeisthoughttostimulateappetite.Orangeisusedinsome warninglabels.Usedfrequentlyinretail.Oftenuseda"calltoaction." Notable:Orangeisthoughttostimulateappetite.Orangeisusedinsome warninglabels.Usedfrequentlyinretail.Oftenuseda"calltoaction."

Purple PsychologyofPurple: •Royalty•Mystery•Pomp•Ceremony•Creative•Unique•Majesty PsychologyofPurple: •Royalty•Mystery•Pomp•Ceremony•Creative•Unique•Majesty
Notable:Oncethemostexpensivecolortoreproduce,thusoftenviewedas "elitist."Appealstochildren&oftenusedintoysandcandypackaging. Notable:Oncethemostexpensivecolortoreproduce,thusoftenviewedas "elitist."Appealstochildren&oftenusedintoysandcandypackaging.

Black PsychologyofBlack: •Sophisticated•Luxurious•Formality•Style•Elegance•Expensive•Authority PsychologyofBlack: •Sophisticated•Luxurious•Formality•Style•Elegance•Expensive•Authority
Notable:Blackusedby'high-end'brandseitherasmainorpaired corporatecolor.Blackisasomber,serious.MostlogosdesignedinB/Wfirst. Notable:Blackusedby'high-end'brandseitherasmainorpaired corporatecolor.Blackisasomber,serious.MostlogosdesignedinB/Wfirst.

Multi-Colored PsychologyofMulti-Color(Rainbow): •Fun•Easy-going•Child-like•Internet•Multi-disciplinary•Authority PsychologyofMulti-Color(Rainbow): •Fun•Easy-going•Child-like•Internet•Multi-disciplinary•Authority
Notable:Relativelynewphenomenonduetointernetusageand economical4colorprinting.Representscolor-brandingchallenge. Notable:Relativelynewphenomenonduetointernetusageand economical4colorprinting.Representscolor-brandingchallenge.

BrandColorStats 5 10 15 20
25 30 35 Compare:ColorUsageinMajorBrandLogosCompare:ColorUsageinMajorBrandLogos BLUE BLACK RED YELLOW ORANGE GREEN PURPLE PERCENTAGE 100 Most Valuable Brand Logos & Color* Source:Forbes'MostValuableBrandsof2014*

BrandColorStats 51% Monochrome 100 Most
Valuable Brand Logos & Color 30% Two Color 19% Full Color MonochromaticlogosarenotnecessarilyblackbutONLYfeatureonecolor. * *

YourBrandColors? Selecting Color Pairs Themajorityofsuccessfulbrandlogosuseoneor
twocolors.Thevastmajorityalsouseprimaryor secondarycolorsastheirlead(main)color.

ColorTheory
TherearethreePrimaryColors.TherearethreePrimaryColors.
WhencombinedtheymakeSecondaryColors.WhencombinedtheymakeSecondaryColors.

ColorTheory AlltogethertheymakeupTheColorWheel.AlltogethertheymakeupTheColorWheel. RED RED ORANGE
YELLOW GREEN VIOLET RED ORANGE ORANGE YELLOW YELLOW GREEN BLUE BLUE BLUE VIOLET GREEN VIOLET Simple Complex

ColorTheory Colorscanbelightened,darkened&muted.Colorscanbelightened,darkened&muted. Color+Black Shades Color+White
Tints Color+Grey Tones Color+Black Shades Color+Black Color+White Tints Color+White Color+Grey Tones Color+Grey

ColorRelationships
ComplementaryColorsComplementaryColors
ColorsoppositeeachotheronTheColorWheelColorsoppositeeachotheronTheColorWheel

ColorRelationships
ComplementaryColorPairlogoexamplesComplementaryColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

ColorRelationships
TriadicColorsTriadicColors
ColorsthatformatriangleonTheColorWheelColorsthatformatriangleonTheColorWheel

ColorRelationships
TriadicColorPairlogoexamplesTriadicColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

ColorRelationships
AnalogousColorsAnalogousColors
ColorsclosetoeachotheronTheColorWheelColorsclosetoeachotheronTheColorWheel

ColorRelationships
AnalogousColorPairlogoexamplesAnalogousColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

SupportPalette
Forauniquelyprofessionalbrandcolorsystem,you'llwantasupportpalette
thatisinharmonywithyourmainlogocolors.
Thispalettewillbeusedconsistentlyonwebsites,brochuresandother
marketingmaterialtohelpbuildyourvisualidentity..

SupportPalette MAINLOGOCOLORS SUPPORTPALETTE MAINLOGOCOLORS SUPPORTPALETTE
MAINLOGOCOLORS SUPPORTPALETTE MAINLOGOCOLORS SUPPORTPALETTE

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