Colour and Branding
Do you know why Coca-Cola’s logo is red not blue? Why Starbucks uses green for their logo rather than purple? The colour of a brand is often the strongest visual element that pops and creates a specific mood, impression, and representation of the brand. Let’s look at some of the most common branding colours that highlight the positioning of products or services and what I think about the colours in terms of branding.
Orange brings happiness, creativity, freedom, and success. It is not as aggressive as red but it is also a warm colour. Orange stimulates our appetite which is why food products and restaurants use orange a lot. Hermes, Home Depot, Easy Jet pick orange as their primary branding colour which shows how joyful and creative their brands are.
Green is often associated with nature and environment. It generates peace of mind and it is easy on the eyes. Brands such as Sprite, Land Rover, Heineken, 7UP, Starbucks, Whole Foods, TD Canada Trust, Holiday Inn use green in their logos for specific purposes. It is also a typical colour for environmental advocate groups.
Photo: Notable Life
Blue is probably the most common colour in logo design. It is everywhere from the tech industry to financial institutions. Companies like Dell, Facebook, HP, BMW, American Express, Samsung, Twitter, LinkedIn, Skype, WordPress are in blue. It stands for trust, calmness, professionalism, and stability.
Mysterious! Creative! Luxurious! And sometimes, chocolate! These are the words that come to my mind whenever I see purple. Purple creates a classy, creative, powerful, and ambitious mood to the overall design.
When choosing the right branding colour for your brand, one thing to bear in mind which is often overlooked is the cultural differences and geographic location of where your products or services are available. Because of globalization and advanced online technology, we are now able to purchase almost any goods in the world online. For some cultures, certain colours should be avoided for specific products or services. Intensive research is needed prior to making the right decision for your brand.
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