Combining colours to create a mood
While a single colour can be striking, the use of two or more colours in a logo can help create and define more powerful, though subtle, associations for your brand.
However, with thousands of basic colours, the number of possible combinations is almost infinite. Your choices may be overwhelming, but the good news is that your combination has a good chance to be unique in your market.
Here is a small sample of the possible colour combinations you can use to evoke moods that lend a positive meaning to your logo and brand:
Dependability
Note the use of navy blue, as you will find in police uniforms.
Friendliness
These often use muted oranges and reddish browns, as seen at many family restaurants.
Professionalism
Centred around impersonal grays, these combinations are often strengthened by bright accent colours.
Vitality & energy
Orange-red or red-violet variations with complementary or even clashing colours.
Wealth
Darkened tones of strong colours provide richness that can be enhanced with silver grays or golden yellows.
Rejuvenation
Blues, greens and their combinations suggest peace and growth, with complementary reds and oranges adding warmth or fun.
Elegance
Delicate pastel shades of yellow paired with regal purples provide understated lightness and classic subtlety.
Purity
Bright or warm whites can be brought out against accents or light blue, green or brown evoke cleanliness and truth.
Tradition
Deep greens, blues or even reds suggest conservative and historic values, especially with black or gold.
Modernity
Bright, even brilliant greens and blues can evoke newness, without being quickly becoming outdated as trendy.
REDS
Aggression, heat, liveliness, risk, strength, success. But also patriotism, sacrifice, unity, danger.
PINKS
Sentiment, femininity, gentleness, passivity, romance. But also energy, passion, playfulness.
ORANGES
Cheerfulness, warmth, fun, spontaneity, happiness. But also creativity, strength, endurance.
YELLOWS
Happiness, wisdom, clarity, grace, prosperity, optimism. But also vitality, imagination, anxiety.
GREENS
Peacefulness, safety, youthfulness, growth, relaxation. But also stability, dependability, nausea.
BLUES
Loyalty, dignity, reliability, security, serenity, integrity. But also power, opulence, productivity.
PURPLES
Wealth, sophistication, power, glamour, dignity. But also excitement, mystery, aloofness.
BROWNS
Dependability, utility, ruggedness, comfort, masculinity. But also sensuality, humility, friendliness.
WHITES
Innocence, truth, simplicity, goodness, safety, purity. But also death, cold, cleanliness.
GRAYS
Formality, dignity, maturity, experience, practicality. But also remoteness, aging, technicality.
BLACKS
Authority, formality, elegance, importance, sophistication. But also foreboding, intimidation, mourning.
Selecting your colour(s)
The colour or colours you choose should evoke the personality or identity that you are trying achieve with your brand and branding. Your colour scheme must also be representative of your service or main products. And it's important to ensure your colours quickly differentiate you from your competitors.
Your decision will also be affected by the shapes in your logo and the typography of the word forms in it, as well as any specialized uses.
Above all, make sure the colours you will use in your logo and your branding are consistent with your company's mission and will amplify your messages to your potential customers.
And, keep in mind there will be times your logo may be only seen in black and white; the symbol and letter forms must still work.
Colour on the internet
Not all your potential customers will view your logo and brand colours in print or on the best possible computer monitors. There are only a couple of hundred specific hues that you can expect every computer to render completely accurately. You may want to limit your choices to that palette to ensure consistency.
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