Color meanings in logos

Logo is one of the main elements which represent corporations. This symbol, when recognisable. Immediately makes one think of the corresponding business.

Color meanings in logo

Different logo colors imply different things. Below there are some basic interpretations.


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As the saying goes, red turns heads. This is a motivating color which implies emotion and tension. Red warns that something is going on. If red is applied in logos, it should be used sparingly. Researchers are wary about its abundance. The patch of red draws too much attention, thus the viewer tends to overlook the general message. It is advised to paint particular elements red, ones that are not huge. Good decision would be to make the “Buy” button red, as it indeed motivates users to make purchases. A minor touch of Red is stimulating. Just don’t overdo it!



This is a joyous, enthusiastic color. It never fails to please a kid or a teen. Clients of that age can’t get enough of their orange logos, because they are fun and promise some enjoyment. Also oranges are full of energy. One sphere aimed at adults where it is advisable to use orange is the travel industry. Because trips promise adventure and discovery. On the rest — approach with caution. In the modern world orange is generally somewhat looked down upon.


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Once again yellow is welcome when your advert is addressed to children. It is so nice after all! Also the fast food industry revels in yellow, it makes their offers look more… tasty. Leisure products can be promoted with this coloring as well. However the excess of yellow makes onу feel at least some anxiety. That’s why it is better to be a highlight of the logo, not its bigger area.

Be careful, dull shades of yellow can be associated with nausea or some negative feelings. Lighter shades are more secure, they imply wit and freshness.


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Green is regarded as “the natural” coloring. It is connected with the environment and ecology. Thus if a company is willing to make one think they are eco-friendly, they are recommended to use green. It is more than welcome if the company offers organic food or cosmetics or other goods.

Also in the United States green means dollar, by extension also money in general. Therefore the presence of green is a hint that the company is prosperous. It is an adequate coloring for an enterprise from the financial sector.

Besides, dull green means envy or jealousy. Approach with caution. Lighter. More “natural” green is secure.


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This color implease clear ideas and good communication. This coloring can be equally used for logos by companies whose goods are primarily aimed at both men and women. Turquoise is also a “pretty” color of water. Thus it is suitable for firms which perform pool cleaning services or water filtration. It goes best when combined with lavender or pink. This match is especially recommended if the business offers feminine products.


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Blue is the most frequent color. When it comes to logos blue simply dwarfs every competition. It is a relatively neutral, dependable coloring. People generally consider it trustworthy and stable. At the same time it looks vaguely “intellectual”. Thus conservative enterprises very often choose blue. It makes them look respectable and reliable. Then again, firms with a modern approach can have some elements of blue in their logos. This is recommended to companies supplying both male and female products, blue is very unisex.


This coloring is closely associated with the New Age. It would do good to logos of banks, law firms, educational organizations. It goes well with emerald and magenta.

One should approach these recommendations with a grain of salt. Yes, red or orange and too emotional and charged, while blue and green are relatively stable and secure. However the logo designer should always consider the particular organization and realize what would suit them the best. More extravagant colors, like turquoise or magenta should obviously be used sparingly, or else the company in its turn would appear extravagant, often without intention.


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