How to choose a logo color - design tips

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This post is for those who choose a color for their logo and don't know where to start. We have compiled tips that practicing designers follow. There will be no recommendations "do not use red because it causes rage."

Tip #1: Don't Give Color Meaning

Many people think that colors have some meaning. Allegedly, green colors are suitable for eco-brands, blue for IT companies, and yellow for fast food. There is also an opinion that colors evoke emotions: green calms, and yellow amuses.

In reality, everything is more boring. Color means nothing. Red is just red, not a symbol of aggression or anything else. That is why it is used by such different brands as Netflix, Marlboro and Lego.

Tip #2: choose a color that is different from competitors

Since the brand competes in the market with other brands, the task of the logo is to be a distinctive sign.

For example, this is what the logos of most clothing brands look like.

And this is what the Lacoste logo looks like.

Whose logo is easier to remember?

Tip #3: Consider Context

People see the logo not on a layout, but in real life — on signs, packaging, merchandise, and a website. Before choosing a color, it is worth thinking not only about the appearance of the logo, but also about where it will be located, how it will be combined with the background, how consumers will interact with it.

For example, the Zara logo is usually found on historic buildings or inside malls. It is seen from a close distance, so both the sign and the background behind it are done in discreet colors. The logo does not need to attract attention, the store will be found anyway.



And the Ikea logo is placed on huge shopping centers that are located on the outskirts of the city. People go there by cars and buses, so it must be visible from a long distance. Contrasting yellow and blue colors help with this.

Tip #4: Use color palettes

Color palettes are special schemes where colors are selected that go well with each other. Such palettes are used by artists, designers, stylists, decorators and other people who work with color.



Palettes help to choose successful combinations and choose shades that complement each other.

Tip #5: use a neural network

The neural network is programmed to find an infinite number of successful color combinations.

The neural network selects successful color combinations using complex mathematical calculations, thanks to this, an endless set of original combinations is obtained. This is not possible for a living person.

Here are some examples that the neural network offers:



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