6 Expert Tips to Choose the Right Colors for Your Logo

Check out these expert tips on how to choose the perfect colors for your logo – from understanding color theory, to considering your brand's values.


Choosing the right logo color is a tough decision. Whether you’re creating a logo for your company, or you want to come up with a logo design for yourself, it can be difficult to know what colors will work best. In this post we’ll discuss 6 expert tips that will help make choosing the perfect logo color easier and more enjoyable!

The significance of brand colors

The logo is a powerful tool for your brand. Colors can help engage consumers and give them a better understanding of what you have to offer. Choosing logo colors that represent the brand, product, or service being offered is also important because colors can evoke different emotions from people. For example, red is associated with passion and excitement while blue often connotes feelings of reliability and honesty.


Read More: How much does logo design cost? Click here for the full pricing guide

The basics of color theory in logo design

Now that you understand the importance of logo colors and their effects on people, it’s time to learn a little bit about color theory. Color theory is all about understanding how different colors work together and can be combined to create beautiful designs. There are three main color groups: primary, secondary, and tertiary colors. Within each group there are various shades and tints that can be used to create different effects.

  • Primary colors: The three primary colors are red, yellow and blue. Colors in the secondary group can be made by mixing these three, and in turn, tertiary colors can be made by mixing secondary colors.

  • Secondary colors: Secondary colors are created by mixing two primary colors together. Green is made from a mix of yellow and blue or red and yellow. Purple is created when red and blue are mixed together. An example of a tertiary color is orange which is created when yellow and red are mixed together.

  • Tertiary colors: Tertiary color is created when two secondary colors are mixed together. For instance, violet would be a tertiary color made from the mix of blue and purple while lighter purple comes


7 colors and how they effect human psychology with logo examples from popular brands


Logo color psychology: Learn what different colors mean

As mentioned above, logo colors can evoke different emotions from people. This is where logo color psychology comes into play. It’s important to consider how logo colors are being perceived so you can better connect with your audience and have the best possible impact on them. There are several resources out there that will help you understand logo color psychology, so it’s definitely worth doing some research before making your final decision.

A logo can give potential customers an idea of what your brand is about. Good logo colors are important because the right logo color can make people feel more positive about your logo, while the wrong logo color can scare people away. A logo’s color carries a lot of different meanings.

Color theory has been studied extensively. You may get lost down the rabbit hole researching the backstory of each color, but here’s a short summary to help you get started.

  • Red is the color of ambition and passion. It’s a very powerful color that makes people feel strong emotions, which is why it can be used to evoke feelings in logo design.

  • Orange evokes the feeling of joy and happiness. Orange also communicates energy, warmth, creativity, determination as well as festivity and fun.

  • Yellow represents optimism and positivity. It’s a cheerful color that is often associated with happiness, sunshine, and joy.

  • Green is the color of nature and health. When used in logo design, green can connote feelings of growth, freshness, fertility, and peace.

  • Blue is the color of trust and security. It often represents dependability, strength, wisdom, confidence, intelligence, faithfulness, and heaven.

  • Gold is the color of success. It represents wealth, prestige, wisdom and radiant light.

  • Black evokes strong emotions related to death or evil because it’s associated with darkness and unknown territory. However in logo design black can also represent sophistication or glamour when used correctly. Black often connotes seriousness, boldness and elegance.

  • White is the color of purity, cleanliness, perfection and innocence. It can be associated with goodness or spirit when used in logo design because it’s often seen as representing new beginnings due to its association with light.

  • Purple is the color of royalty. It often represents luxury, power, and wealth.

  • Pink is the color of femininity. When used in logo design, pink can connote innocence, youthfulness, sweetness and warmth.

  • Brown is the color of the earth. It’s a natural and warm color that can be used in logo design to connote stability, comfort or wholesomeness due to its association with the outdoors.

  • Gray is commonly associated with neutrality, dullness, depression and lack of energy because it lacks a strong personality like other colors. However when gray is combined with other colors, it can become warmer and more vibrant.

Take a look at the colors of your competitors’ logos

When you’re looking to choose logo colors, it’s always a good idea to take a look at what your competitors are doing. This can give you some ideas about what color schemes are popular in your industry and which ones you should avoid. You don’t want to create a logo that looks too similar to another company’s logo, so be sure to make your logo colors unique.


color palette with example logos for each color group

Make a color palette for your company


Once you’ve decided what logo colors make sense for your brand, it’s time to create a color palette. A logo color palette is simply all of the logo colors that you plan on using in various design elements like marketing materials and business cards. It allows you to standardize the look of your company so that everything feels cohesive. A great way to create a logo color palette is by using a tool like Adobe Color or Coolors. These tools allow you to select colors that compliment each other and generate color schemes based on your selections.

6 Expert tips for choosing logo colors

Now that you understand the basics of color theory, it’s time to put what you’ve learned into practice! Here are six tips for choosing logo colors that will help you create a stunning logo design:

  1. Keep it simple: When it comes to logo colors, less is more. Try to stick to two or three colors max in order to avoid a cluttered or busy design. Using more than two colors in your logo may also be a good idea if it fits with the industry you’re working in. For example, a logo for a children’s toy store could use four or five colors to create a more fun and playful look.

  2. Think about your brand: What color represents your brand? Are there any specific colors that you want to use to convey your brand’s message?

  3. Consider your audience: What emotions do you want your logo colors to evoke in people?

  4. Use complementary colors: Complementary colors are those that are opposite each other on the color wheel. They create a visually pleasing contrast when used together. Some common examples of complementary colors are red and green, blue and orange, and purple and yellow. When used together, they create a visually pleasing contrast that can be very effective in logo design.

  5. Think about the context: Where will your logo be seen? What colors are already present in the surrounding environment?

  6. Experiment!: The best way to find the perfect logo colors is to experiment with different combinations. Try out different shades and tints until you find something that feels just right. Some colors may look great together in theory, but they may not be as visually appealing when put into practice. It’s always a good idea to get feedback from friends and family members about which color combinations they like best.

By following these tips, you’ll be able to choose logo colors that work in harmony with your logo design to create an amazing brand that people will love!


Bonus tips on using brand colors that stick

  • When it comes to choosing colors for your logo, it’s important to consider the industry you’re in. For example, a logo for a construction company would be best in shades of blue and yellow, while a logo for a pet store might use green and brown tones.

  • Don’t use black if your logo is printed on a dark background If you plan to print out your logo on promotional materials like t-shirts, mugs, bags etc., using the color black can be difficult. Black is very hard to see when printed on dark backgrounds, which often results in a logo that doesn’t stand out well.

  • Don’t use white if your logo will be screen-printed or embroidered If you plan to have your logo sewn onto clothing items, embellished with rhinestones etc., using the color white can draw attention away from your logo. White is very hard to see when printed on dark backgrounds, which often results in a logo that doesn’t stand out well.

  • Don’t choose too many bright colors When it comes to creating a logo color scheme, there are no “rules” or set guidelines you have to follow. However, it’s often best to avoid using too many bright colors in your logo. Bright colors can be overwhelming and hard to look at for extended periods of time.


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