The Meaning Behind Logo Colors

As you learned in the previous post, color has a big impact on branding and design, as it helps your brand connect with consumers on a deep psychological level. When you choose your logo and brand color palette, you’re also selecting the emotions and associations you’re seeking to evoke from your audience.

In other words, choosing the right palette helps you to establish your brand identity and will add versatility to your designs.

As such, you should carefully consider your company and logo’s colors before making a final decision. While it’s true that you’ve already made a logo, you can always go back and edit the color palette with your Logo Editor tool if, after reading this post, you feel unsure about the colors you chose for your brand.

To help you make that decision, let’s explore the meaning of logo colors and what they say about your brand!

Science has shown repeatedly that our brains react in diverse ways to specific colors. By understanding how each color affects the mind and the emotions it stirs up, you can create a more effective brand.

Continue on to learn how each color affects people’s emotions, and by extension, your brand.


One of the primary colors, and a universal symbol of passion, anger, and excitement, red is a popular color in branding. If you’re looking for a loud, playful, and young brand image, red is an ideal option. If you prefer a more understated, conservative approach, red shouldn’t be on your color radar.

Some common associations for red include:


White tends to be ignored or relegated to the background, but this neutral color is important. It can work as a secondary color to provide contrast, and can deliver a clean, simple background for a logo. White is a reflective color that represents purity, sophistication and efficiency. Brands trying to convey a level of exclusivity and luxury can use white to resounding success.

Some common associations for white include:


This warm color is the shining example of friendliness and cheer. Brands that are seeking to draw in consumers with a comforting, warm embrace and youthful energy should look towards yellow. Additionally, the color can radiate a playful and affordable identity.

Some common associations for yellow include:


Orange is yellow’s more playful and energetic cousin. It uses an invigorating and active emotion associated with red while employing yellow’s mellower tones. Orange is great for brands looking to elicit feelings of vitality and happiness, such as travel companies. Its aggressiveness tempered by friendliness presents a great color for calls to action.

Some common associations for orange include:


For brands trying to exude an air of sophistication and royalty, purple is a top choice. It’s also a great move for those attempting to display their creativity and soothing identity. Purple is a top pick by brands like cosmetics and high-end retail companies. Those looking for a broader, down-to-earth appeal should avoid deep purples.

Some common associations for purple include:


Green is one of the more tranquil colors, as it doesn’t force the eye to make any adjustments. The color suggests a sense of balance and calm as well as a connection to nature. Brands which are looking to portray an opportunity for fresh starts and security can consider green as a way to relax the mind. It doesn’t pack the energetic punch of warm colors, so companies pursuing a bold statement may not prefer it.

Some common associations for green include:


Like the seas, blue transmits a serene and spiritual awareness along with feelings of trust. Blue is a great choice for healthcare and medical brands which are attempting to inspire a sense of calm and healing. On the other hand, deeper blues offer corporate brands a sense of confidence and professionalism. However, overusing blue can make a brand appear cold and detached.

Some common associations for blue include:


The deep hues of brown inspire a sense of seriousness without black’s stronger overtones. It remains softer and its connection to natural tones makes it a more grounded choice. Brands looking to portray a sense of quiet supportiveness and reliability could do well with brown. Its connection to nature also offers a sense of rugged, yet warm feelings.

Some common associations for brown include:


Often considered the most feminine color, pink shades are nonetheless versatile. As pink is a lighter shade of red, brands that use it can retain a sense of energy and cheer blended with a perception of soothing calm. This is a feeling occasionally associated with sex and sexuality. It also shines a nurturing light that soothes and reminds us of the feminine principle.

Some common emotions associated with pink include:


Unlike many of the other colors, gray is one of the most neutral shades available. Brands often choose it for its timeless, practical, and unbiased sentiment. It’s ideally used as a secondary color to provide a calm and more balanced background to bold colors, though some companies (like Apple) use it alone with resounding success.

Some common associations for grey include:


Considered the absence of color, black can still be a powerful color to include in branding. Black is traditionally seen as a symbol of professionalism and seriousness. However, it can also be used to elicit feelings of elegance, substance, and power. Brands that pick black are looking to make a powerful statement and convey a sense of authority and respectability.

Some common associations for black include:

Over to You

Are you reconsidering your brand colors yet, or are you happy with your original choice? Think about the emotions you are trying to elicit, and how you want your audience to respond to your brand. Now that you understand the messages colors send individually, delve a little deeper into logo color psychology in the next post of this guide, Logo Color Combinations!