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Logo Spectrum

Color can be intimidating for many designers, particularly when it is a logo. These colors will affect an entire brand identity and help to form the look and feel of the establishment. However, there is no need to worry if you follow three main steps.

  1. Start in black and white

The reason for this would be to see that your logo is able to stand on its own with high contrast. It is important to know that your logo design will work in all black or white, because if not you may run into situations where it won’t work down the road. Additionally, people often have strong opinions of color or associate feelings with it, by creating the logo in black and white it ensures that people will see the logo concept for what it is rather than getting stuck on the color.

 

  1. Use colors that differentiate the logo from the competition

When creating a logo in general it is important to know the competition. Start with a visual audit in order to get a sense of what competitors use as their colors.  It will be a helpful reference for the overall design process. This will allow you to eliminate overused logo colors and find more innovative, distinguished options.

 

  1. Consider what the company the logo is representing and how it might be used

Continue your research! What does the company represent? It is important to understand the company you are working with and know what they need. Look into color theory to find what colors are often read as the emotions your company wishes to exude. Then take this further by considering what situations the logo will be in, what type of ephemera will it go on, and where will it be seen. Consider context.

Following these three steps, you will find the right colors for the logo while learning valuable information along the way.

One Comment

  1. nwilso wrote:

    This is so helpful! I did a similar post about the psychology of color last week. Your take a how to start a project is very helpful. I love color, but I struggle with finding that exact color I have in my head onto the computer! I never thought to start out with black and white! That is genius! I am going to try that out next time!

    Friday, April 20, 2018 at 4:24 pm | Permalink