Blueīlue is a color that also has associations in nature - it can be found by looking up in the sky. But while the nature association is dominant, green can also be used to evoke a sense of quirkiness (similar to orange), like it does in the Android logo. This is why it’s so effective in the logo for the supermarket chain Whole Foods, which specializes in sourcing food and goods from organic, fair trade, and local suppliers. In the era of environmental awareness, the most obvious association with the color green is sustainability and eco friendliness, as it is a color often found in nature. Be careful using this color if you’re trying to go for a more muted or serious logo. But depending on how prominently it is featured in your logo, it can add just a touch of quirkiness (like the orange arrow on the Amazon logo), or it can create a vibrant sense of individuality, as when it is used in the Mozilla Firefox logo. It is associated with individuality and childlike energy, and when you use orange it gives the sense that your brand is unique. Like yellow, orange is playful, but in a different way. These connotations are maybe what inspired the McDonald’s golden, yellow arches, as children and youth have been a big part of their branding in the last 50 years. Think of children running and playing outside on a sunny day. Logos bearing the primary color yellow feel carefree and cheerful. Yellow tends to evoke feelings of youth and energy. Modern brands tend to gravitate towards brighter shades, which evoke a sense of excitement and individuality.

But red can have many shades and those will determine the emotions this color evokes. Evolutionarily speaking, it’s the color of blood, so it has always been affiliated with some level of drama. Red in branding is a vivid color that has a lot of associations. Brands that use it in their logo (particularly as the dominant color) are usually trying to convey a sense of authority. Black is a symbol of professionalism, power, and legitimacy. But now that colors are easily displayed the choice to have a black logo is a much more intentional one. As mentioned earlier, black-and-white logos were once the go-to. Let’s start with black, or the absence of color.

Best Logo Color Combinations and Color Schemes.

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