Understanding color is critical to the success of a brand. A look at how to use color effectively in logo design and brand development. Includes: what happens when you change the color of famous logos and common symbols. A look at color system use in branding and logo design. What certain colors mean and the psychology of their application. How the top 100 most valuable brands utilize color in their logos. Color theory and its application to branding - colors wheels, complementary colors, triadic colors and analogous colors. Some logo examples of each. A few words about professional support palettes for the uniquely professional approach to coloring your brand and logo.

1. DesigningEffectiveColorSystemsForYourLogos&Brands
PresentedbyTheLogoFactory

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

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

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

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

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

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

8. 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.

9. 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.

10. 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.

11. 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.

12. 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."

13. 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.

14. 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.

15. 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.

16. 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*

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

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

19. ColorTheory
TherearethreePrimaryColors.TherearethreePrimaryColors.
WhencombinedtheymakeSecondaryColors.WhencombinedtheymakeSecondaryColors.

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

21. 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

22. ColorRelationships
ComplementaryColorsComplementaryColors
ColorsoppositeeachotheronTheColorWheelColorsoppositeeachotheronTheColorWheel

23. ColorRelationships
ComplementaryColorPairlogoexamplesComplementaryColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

24. ColorRelationships
TriadicColorsTriadicColors
ColorsthatformatriangleonTheColorWheelColorsthatformatriangleonTheColorWheel

25. ColorRelationships
TriadicColorPairlogoexamplesTriadicColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

26. ColorRelationships
AnalogousColorsAnalogousColors
ColorsclosetoeachotheronTheColorWheelColorsclosetoeachotheronTheColorWheel

27. ColorRelationships
AnalogousColorPairlogoexamplesAnalogousColorPairlogoexamples
Suitable"asis"Suitable"asis" NotsuitablewithoutmajormodificationsNotsuitablewithoutmajormodificationsMayneedsomemodificationsMayneedsomemodifications

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

29. SupportPalette
MAINLOGOCOLORS
SUPPORTPALETTE
MAINLOGOCOLORS
SUPPORTPALETTE
MAINLOGOCOLORS
SUPPORTPALETTE
MAINLOGOCOLORS
SUPPORTPALETTE

30. Wantto
Learn
More?
Downloadthisfree
information-packed
Color&YourLogo
infographic.
ClickHere

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