Logos are key to a business as they are usually the first thing that a potential customer sees. A good logo will leave the customer feeling content. For example, they may feel that, if you’re willing to spend time, effort and money on a logo, you’ll be willing to go out of your way to help them. But, a bad logo can really put a customer off. If you don’t care about your brand’s appearance, you might not care about your customers either. Colour is a key factor in a logo, and here’s how some of the big businesses use colour to its full potential…
Businesses usually choose, at most, four colours for their logo and branding. People need to be able to associate a brand with their colour choices, as well as their logo. The business should choose colours that fit the product/service provided by them. For instance, if it’s a garden centre, green is a better choice than red. If it’s a retro look, pick colours specific to the decade you are attempting to portray. Three to four colours should be more than enough. Multi-colour logos don’t have to be used, though – some of the most successful and recognisable companies only use one colour!
Single colour logos
A single colour logo can be used to imply simplicity. Single colour logos are often used as the colour can be changed on different products depending on marketing factors (target audience, age range etc.) to add a layer of depth and versatility. With most single colour logos, excluding Apple, having a clear and easy-to-recognise font is key. These businesses are using specially created fonts – you wouldn’t see a global company using a font like Comic Sans! In some cases such as Sony, the font is all you have to go on so it has to be perfect. Whilst fonts can communicate the business’ message, you can also use colour, specifically through gradients.
A colour gradient is when you blend two or more colours together by using colours between to fill in gaps. The Instagram colour gradient is very popular and is instantly recognisable. Instagram has used this across its other apps because of these qualities. This is a perfect example of people being able to make connections between the colours and the product.
The colour choices for each logo are very particular, for instance: Instagram’s could be representing a place for people (colours) to meet and integrate. Each corner has a colour (yellow, purple, pink and red). The colours meet in the middle and mix. Airbnb’s old logo works well with the name. The lettering is a light flowing font, and combined with the colours and with the thick white outline it creates a cloud feel. The iTunes colour gradient could represent the diversity of music coming together with the red into the blue. Firefox is obviously a play on the name with a red, orange and yellow fox.
Now that you know how the big businesses do it, why don’t you give it a go yourself? Just remember, four colours max, use a gradient if it feels right. And no comic sans! If you want some help or advice, contact us and our team of friendly designers.
Words: Archie Forbes (Work Experience)