Color, Value & the Evolution of Logos

by 9 04/18/2014

Do you know why the charging bulls in the Red Bull logo are red? Or why McDonald’s double arches are yellow?

It’s because the emotional power of logos is closely tied to specific colors.

It turns out, our emotions are results of the precise science of effective logo design. In fact, psychologists proved that famous logos are so wired into our brains, that at the age of two, kids can already link a product with its logo in 67% of cases. Is there any doubt  about their value to your brand?

Color, Value and the Evolution of Logos

Why Famous Logos Like Ferrari or Starbucsk Are Designed To Stir Your Emotions
Created by financesonline | Author: David Adelman | See our Vimeo

What colors mean

Red is associated with the intensity of blood and fire. These words are usually associated with the color red: active, emotional, passionate, trust, love, intensity, aggressiveness. Some of the famous brands with red as the dominant color include YouTube and Red Bull.

Blue is associated with the depth and stability of sky and sea. These words are usually associated with the color blue: Comfort, faith, conservative, understanding, clarity, confident, calm, trust. Some of the famous brands with blue as the dominant color include Samsung and Ford.

Yellow is associated with the energy and joy of sunshine. These words are usually associated with the color yellow: joy, alive, energetic, fresh. Some of the famous brands with yellow as the dominant color include IMDB and McDonalds.

Green is associated with the harmony of nature. These words are usually associated with the color green: Calm, relaxed, trust, peaceful, hopeful. Some of the famous brands with green as the dominant color include Android and Starbucks.

Purple is associated with the luxury of royalty. These words are usually associated with the color purple: glamor, power, nostalgic, romantic, introspective. Some of the famous brands with purple as the dominant color include Yahoo and FedEx.

Orange is associated with the happiness of sunshine and the tropics. These words are usually associated with the color orange: Enthusiastic, creative, determined, mental activity. Some of the famous brands with orange as the dominant color include FireFox and Fanta.

Black is associated with the formality and mystery of night. These words are usually associated with the color black: bold, serious, luxurious. Some of the famous brands with black as the dominant color include BlackBerry and Tiffany & Co.

Pink is associated with feminine traits. These words are usually associated with the color pink: love, sweet, sexuality, warmth, nurtured. Some of the famous brands with pink as the dominant color include Barbie and LG.

Brown is associated with the nurturing trait of Mother Earth. These words are usually associated with the color brown: reliability, support, dependability. Some of the famous brands with brown as the dominant color include UPS and M&Ms.

A few fun facts

  • Apple is the most valuable brand in the world.
  • The original Twitter logo was bought on iStockPhoto for $15.
  • Apple’s current logo was inspired by their original ‘78 monochrome logo.
  • Pepsi logo looked like Coca-cola’s copycat in its early years.

About 

Kathryn Aragon is editor of The Daily Egg, publisher of the C4 Report and founder of Top Marketers Only. She is committed to helping businesses communicate, connect, convert... and capture their market. Follow her on Twitter and Google+.

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9 COMMENTS

Chris

Very interesting read, thanks.

April 21, 2014 Reply

    Kathryn Aragon

    Your welcome, Chris. Hope you get tons of value from it.

    April 22, 2014 Reply

    neil

    Chris, thanks for the feedback. Please let us know if you need help with anything :)

    April 22, 2014 Reply

David Rothwell

Wow, this is great! Very insightful.

I want to do a lot with infographics myself but have no clue how to do them.

Have you ever published any tips?

Thanks again, lovely post.

April 23, 2014 Reply

chawki trabelsi

Thank you Kathryn for the article, before desiging a logo, companies have to understand their brand values so they choose the perfect color that works perfect with their products or services. Designing a logo is really an art and a science.

April 24, 2014 Reply

    Kathryn Aragon

    So true, Chawki. That’s why it’s so important to work with a professional designer.

    April 24, 2014 Reply


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