There are no single-color logos; two or three colors must be used. This means that the main color in the corporate style must be complemented with a suitable companion.
Most shades go well with black and white. If you want to get the perfect combination, blue, red and black look best with the first, and red, lilac, yellow and orange go well with the second.
These are far from all the successful combinations for logos. Here are a number of less obvious and common color pairs:
yellow with purple;
gold with olive;
pink with mint;
purple with gray;
grey with fuchsia;
green with creamy white;
lemon with cherry red;
blue with pink;
red with brown;
beige with emerald.
For corporate style, it is mint database important to carefully select colors. Therefore, it is recommended to study the target audience and the impact of each color on a person from a psychological point of view. It is equally important to consider the company's field of activity and a number of other factors. In our blog, you will find articles on each color that will help you understand these issues.
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How to Choose a Color for Your Corporate Identity
Faber Birren, a color theorist, has devoted many articles to the connection between colors and human emotional states. Thus, red and blue evoke different reactions in much the same way as the words family and geological exploration.
It is interesting that the same colors awaken similar emotions in different people, regardless of where in the world they live. Even a dry skeptic is unable to resist the psychological impact of colors. This means that when choosing colors in a corporate style, it is important to do everything to get the most out of them.
How to Choose a Color for Your Corporate Identity
To do this you need:
Define the brand character
It's important to be clear about who you are and what message you want to convey to your target audience. Bright red was a great choice for Coca-Cola, but it would probably not work for a mattress manufacturer, which doesn't want to emphasize intensity and energy.
Learn about the meanings of colors
So, you have a more complete picture of your company's characteristics, now it's time to explore the shades.
The effect that colors in a corporate style will have on the audience is determined, among other things, by their combinations and design. It is necessary to remember the subtleties of using tones, because an abundance of yellow is fraught with anxiety, the appearance of a feeling of cheapness, while an excess of black can cause depressive associations.
Explore how color meanings change across cultures
This point is very important if the style is being developed for a company entering the international market. In different cultures, each color is perceived differently, causing a certain range of associations.
If in the West white is associated with purity and innocence, then in the East it is considered the color of death. Red in India is associated with joy and purity, and in a number of African countries it is a sign of aggression and death.
Use the formula to determine the appropriate color scheme
There is no single recipe for choosing the best color for your brand identity, but the following steps can make your task easier:
Choose three tones, i.e. base, accent and neutral – according to the rules, it is allowed to make up a brand palette of no more than four colors. Even if you are closer to the spirit of a single-color design, it is necessary to select shades for different purposes.
Determine a base tone that will highlight the key feature of the company, drawing the attention of the target audience to it.
Choosing an accent is a more difficult task than the previous one, as it involves more restrictions. It should correspond to the character of the company, while fitting the base.
Choose a neutral color - it cannot distract attention, so most often preference is given to shades of gray, beige, or white. Black is also acceptable, but it is important to be careful with it, as it can take the leading place in your color combination.