Logo Design Insight – Color Theory

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Logo Row Green
Green Logo Row


  • Natural and Organic
  • Wealthy and Successful
  • Balance and Harmony

Mint, Forest Green, Teal, Olive, Army Green, Celadon, Pastel Green, Emerald, Hunter Green, Kelly Green, Neon Green, etc.

  • Conceited and Pompous
  • Death and Mourning
  • Eccentric and Indulgent
Green is the easiest color for the eye to process. It sits in the center of the color wheel in terms of temperature and therefore promotes balance. These days the word ‘green’ itself is associated with environmental awareness. On a primal level green is reassuring because it signals the absence of drought and famine. Unlike most colors, green can be either vibrant or soothing, depending on its tone.
Green is an important color in holiday observances, especially Christmas and St. Patrick’s Day. Between these celebrations and the push to be recognized as environmentally conscious, green is the most popular hue for logos to be temporarily colored. At its worst green can be seen as industrial or militaristic, which translates as bland. It is also the color of continued motion, think stoplight, so is not as arresting as reds or yellows.

Lighter hues of green (aqua, olive) project more healing or peaceful qualities.

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Darker hues of green tend to be more masculine and conservative and are often linked to the financial world (wall street, wealth, money)

Logo Row Green
Green Logo Row


  • Trust and Security
  • Strength and Dependability
  • Calm and Professional

Cyan, Navy Blue, Turquoise, Teal, Midnight Blue, Royal Blue, Periwinkle, Persian Blue, Cobalt Blue, Baby Blue, Powder Blue, Ultramarine, etc.

  • Cold and Inhospitable
  • Depression and Sadness
  • Ambiguous and Inconsequential
Blue is the single most used color in logo design. It is the safest color to use globally and can be very vibrant when paired with a warmer color, i.e. orange or yellow. On its own though, it is calming, tranquil and calls to mind elements of nature. (water and sky) It is soothing and relaxing, and as a result, doesn’t do anything to encourage action. Blue is the most popular color amongst men, although it does rank highly amongst women as well.
Blue dominates the corporate world, as it projects stability, trust and loyalty. As a result, bankers and businessmen often wear blue shirts or navy suits. It is also effective in the tech area, as it suggests precision and strength. Tests have also shown that people in blue colored rooms tend to be more productive. Blue is also known to suppress the appetite so restaurants tend to steer clear of it.

Lighter hues of blue are often used for anything relating to healing, tranquility, and softness.

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Darker blues tend to more represent depth, expertise, stability, power, seriousness, and integrity.

Logo Row Purple
Purple Logo Row


  • Wealth and Ambition
  • Creative and Sophisticated
  • Mysterious and Magical

Violet, Muave, Liserian, Byzanthium, Plum, Mulberry, Pizzazz, Phlox, Heliotrope, Orchid, Lavender, etc.

  • Cold and Inhospitable
  • Depression and Sadness
  • Ambiguous and Inconsequential
Purple has long been seen as the color of royalty or extravagance. It is an “expensive” color and can help distinguish a premium product or service. Physiologically, it is known to heighten people’s sense of beauty and their reaction to more creative ideas. Purple is also a color that is related to spiritual life and experience, your connection to the divine and pure consciousness or transcendence.
Purple is the hardest color for the eye to discriminate, because it has the shortest wavelength. It is a color that lacks a focused message, because it is a mixture of the warmes and coolest tones. Due to its association with the crown, it can be seen as a color of imperial dominance and oppression. It appears very little in nature, and can appear artificial.

Lighter hues of purple appear more feminine and often used in beauty or anti-aging products.

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Darker purples tend to appear more like black and convey gloom, sadness and a sense of frustration.