This infographic, developed by Canadian plastic card manufacturer Colourfast and republished by Entrepeneur.com provides some clues about the impact and relationship of logo colour and your company’s personality/character.
We use black and red (with red being more powerful than black) in our regional publication logos:
Do we reflect?
energy, love, bold passionate (red)
Sophistication, luxury, seductive, formal, authority?
Maybe, but there is a simpler point here.
If you look at the character of well established, global brands, and you pick colours that match the character of the brands, you’ll buy into their psychological associations and (provided you don’t make your logo look similar to theirs and/or are in their line of business), you shouldn’t risk trademark violation problems). Consider the other points in the infographic, as well — and you may well be able to use a mix-and match approach to come up with a logo framework without paying massive amounts for research.
As well, you can use this document as a cross-check for preliminary logo designs and perhaps as an evaluation tool in reviewing design options provided through a design competition/selection process.
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