Color Psychology of Logos

Color is an important part of visual arts. It represents the nature and mood of an entity. That’s why colors are an important aspect of visual representation of a company too. Though colors have different meanings in various cultures and countries, they are generally used in logos to convey a specific message/s.

Red is an extreme and emotionally intense color. It evokes aggressiveness, passion, strength and vitality. It also grabs attention of the viewers because of which, it is widely seen in many different logos.

The color pink induces femininity, innocence, softness and health. Due to its tranquilizing nature, pink is extensively used in logos related to spa, health care and cosmetic products.

Orange represents energy, enthusiasm, flamboyance and demand of attention. This particular vivid color is common among the logos that offer sense of openness and friendliness to their viewers. Its attractive, bright and cheery nature captures the attention of the spectators and gives the logo a contemporary look.

While it is considered as an optimistic color, yellow is the most difficult color for the eye to take in. On the other hand, yellow color symbolizes positivity and buoyancy. But its use should be minimal as it can be overpowering if overused.

Green is a calming, refreshing and conservative color. It signifies tranquility, nature, health, and freshness. It is widely used in healthcare, construction, real estate and golf logos due to its relevance with the mentioned businesses.

Blue evokes authority, dignity, security and faithfulness. It is one of the most popular colors among logos and can be seen extensively in education logos, government and medical logos.

The color of royalty, purple connotes luxury, wealth, spirituality and sophistication. It also symbolizes rank and authority. However, because it is rare in nature, purple is rarely used in logos.

Brown suggests utility, earthiness, woodiness and subtle richness. As it is the color of earth and is abundant in nature, brown is used in logos related to construction and development. It is also widely used in legal logos due to it simplicity and character.

White is the universal color of peace. It represents purity, simplicity, sterility and refinement. Its frequent use in logos is due to its simplistic nature and radiant character. The color white in logos is often used as text because it illuminates on other bright colors.

Solid, intelligence, modesty, practicality, conservative and maturity are some of the attributes of the color gray. However, it can seldom be seen on logos as it also represents old age, sadness and dullness.

Black is a powerful color that evokes authority, boldness, elegance and style. It is broadly used in almost all types of logos for its boldness and sophistication.

These colors, though not necessarily, but are generally used in logos to communicate a specific point. So the next time you are looking or designing logos, be sure to understand the message behind the colors used in them.


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