Business Logos: Evolution, Color and Value of a Brand
Company logos and corporate colors serve as the face or identity of a business. Colors have long proven to evoke specific emotions and trigger powerful responses from consumers. Research shows that, typically, red indicates motion/ active, yellow provides an energetic vibe, blue translates as being reliable, green connects to nature and freshness.
Logos are big business for corporations and small businesses alike. Although intangible, logos can be an extremely valuable asset of a company.
Red is typically associated as being intense (recall your grade school teacher marking up your test in red pen). Words associated with the color red include: active, passion, emotion, trust-worthy, love, intensity and overall aggressiveness. Large internationally recognized brands using red as a primary color include Red Bull and Coke.
Yellow is associated with energy, happiness and sunshine. Words usually associated with yellow include: jovial, sustainable, energetic and refreshing. International brands with yellow as a primary color include Lipton and McDonalds.
Purple is lavish and associated with royalty. Words usually associated with purple: glamour, glitz, romance, power. Famous brands with purple as a primary include FedEx and Yahoo.
Orange is associated with happiness, bright sunshine and exotic tropical escapes. Words usually associated with orange: Stimulation, enthusiasm, creativity and determination. International brands with orange as a primary include Gatorade and Tropicana.
Black is sleek and formal with boldness and definitive ideals. A few international brands with black as a primary color include Nike, Sotheby's and Tiffany & Co.
Pink is obviously feminine. Pink suggests love, intimacy and innocence. Some brands with pink as a primary include Barbie, Verizon and LG.
Brown conjures ideologies or a connection to nature and earth. Words typically tied to the color brown include: dependable, resilient and firm. Some brands with brown as a primary color include UPS and M&Ms.
