A colour can say a lot about a brand. Here's how to choose the right one for a logo.
If you're trying to choose the right logo colour for your next project, there's a lot to consider. The psychology of colour plays a pivotal role in building a brand association, whether you’re crafting a symbol-based logo or a wordmark. Not only do different colours provoke different emotions, but the combinations of colours used can have specific effects, too.
Other schemes include split-complementary ; rectangular, a four-colour scheme based around two complementary pairs; and finally square, another four-colour scheme where, unlike rectangular, the colours are evenly spaced. For example, IKEA’s complementary colour scheme is instantly recognisable, and makes for a punchy, high-contrast logo design.
Rectangular and square schemes are both relatively versatile given the extra colour to play with, but again one should always be dominant – and you should pay particular attention to the balance between warm and cool colours.Like BP, McDonald's is an example of an analogous colour scheme – but on the warm side of the spectrum, to invoke feelings of happiness and fun.
Depending on the popularity and market saturation of a particular colour, we could be talking as specific as an officially registered Pantone shade , or as general as being the only brand in competitive set to use that colour.
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