Logo Design Insight – Color Theory

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Logo Row Achromatic
Green Logo Row


  • Modern and Minimalist
  • Authoritative and Positive
  • Clean and Prestigious

Black, White, Grey,
Silver, Charcoal, Platinum, Chrome, Slate, Ash, Gunmetal, Metallic, etc.

  • Conservative and Dull
  • Somber and Moody
  • Corporate and Indecisive
Achromatic describes the absence of color and the presence of black, white or grey. While most logos have achromatic alternate versions, far less exclude color entirely. On their own, achromatic tones tend to project purity and simplicity. Due to their neutrality, they also boost the vibrancy of other impactful colors, especially when paired with shades that are on the opposite end of the light/dark scale.
Achromatic designs can lack impact and come across as unfisihed. They can appear dated, as though being born of a time where color was concidered a luxury. Their lack of color can make them feel uncertain and plain. They often have a hard time standing out in a marketplace full of vibrant, attention grabbing competition. They can also feel robotic and lack a relatable human touch.

Lightergreys or white tend to convey feelings of purity, cleanliness and an overall simple goodness

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Darker greys and black tend to feel nocturnal and convey more ominous and mysterious sensations

Logo Row Brown
Brown Logo Row


  • Natural and Earthy
  • Strength and Dependability
  • Calm and Professional

Ochre, Beige, Sepia, Mocha, Tan, Khaki, Oak, Caramel, Taupe, Chocolate, Puce, Drab, Umber, Burnt Sienna, etc.

  • Cold and Inhospitable
  • Depression and Sadness
  • Ambiguous and Inconsequential
Brown is not a hue found in rainbows or the color spectrum, but exists throughout nature in dark wood or rich soil. It is a composite color, made from combining several distinct hues. It is a very humanist tone, existing in hair, eye and skin pigmentation colors. Brown is also a humble tone, although quite masculine. In fact, it is favored much more by men than women, and is often associated with the military.

Overall, brown has shown to be the least loved color. It can be seen as ineffective, overly common or generic. Brown is also associated with dirt, mud and feces. Being a composite color, it shows influence of the primary color used to create it, whether red, orange or yellow. On its own, brown has little to no vibrancy, especially when lighter tones are used.

Lighterbrowns tend to look khaki and call to mind military uniforms or semi-casual office wear.

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Darker browns tend to come across as very earthy and amplify the characteristics discussed above

Logo Row Pink
Pink Logo Row


  • Effeminate and Youthful
  • Humaine and Charitable
  • Flowery and Alluring

Salmon, Puce, Carnation, Coral, Fuschia, Hot Pink, Magenta, Rose, Amaranth, etc.

  • Effeminate and Unmanly
  • Childish and Immature
  • Delicate and Weak
Pink is the most stereotypically female of all colors, and as such the most divisive. It is very widely known as the color for breast cancer awareness. The color of sweetness, it conjures memories of bubble gum and cotton candy. Pink is a humanist hue, as no matter your skin color, some portion of your body is pink. It appears throughout nature, in the form of many different flowers and fruits such as watermelon.

Due to its strong association with women, men can be repulsed by pink. Locker rooms and jail cells have been painted pink to calm their inhabitants and remove their edge. It can also be seen as a cheap and disingenuous way to attract feminine favor. Due to it being a tint of red, pink can seem like a weak substitute for red. Pink can also feel dated and in bad taste, like pink Cadillacs and lawn flamingos.

Lighter hues of pink
tend to be especially soft and effeminate, floral and sweet in nature.

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Darker pinks feel more magenta and impactful, stimulating heartbeats, confidence and action.