Logo Color Guidelines: The Science Of Color & Psychology

In this post I’m going to talk a little bit about logo color guidelines and the psychology of color, which is particularly important when it comes to branding. As the foundation of your brand identity, your logo is going to set the tone for the rest of your creative assets, and the color(s) you choose may play a significant role in that equation.

Logo Design Course

Curious about the creative process that inspires me to come up with design ideas and how I go about executing them? Be sure to check out my logo design course for a look behind the scenes at my systematic approach to coming up with design ideas.

People tend to associate different colors with different emotions, meaning the colors you choose could have an impact on consumer purchasing decisions.

The following infographic was put together taking scientific research into consideration, reflective of how test subjects tend to associate specific colors with feelings and emotions. In addition, I also added examples of brands that use these color(s) and I think personify the suggested emotions.

Of course, this should all be taken with a grain of salt. I tend to lean towards the belief that the relationship you build with your audience is going to ultimately define how your audience perceives your creative assets.

When I look at the Apple logo, I think of expensive, high-end hardware, and that isn’t because their logo was designed with some magical ratio or carefully researched color scheme; it’s because for years, Apple has established themselves [with me] as a brand that produces expensive, high-end hardware. If an iPhone cost $20 and broke within 10 days of owning it, the Apple logo would probably recall different feelings upon viewing it.

Nonetheless, I still think this information holds enough relevance to at least be taken into consideration.

Logo Color Guidelines


logo color guidelines

References: https://en.wikipedia.org/wiki/Color_psychology

Portable Copy

I’ve also created a PDF document of this infographic, in case you’d like to save it among your documentation and use it to send to your prospective clients and partners: LogoColorGuide.pdf

Feel free to use this infographic on your own site as well!

100+ Logo Templates for $10

Need a professional logo but have a limited budget? Or are you a designer looking to add to your inventory of design elements? Check out my bundle of over 100 decorative, professionally crafted logo design templates. Each template can be customized with your own text and iconography.

Nick Saporito

Nick Saporito is a Philadelphia-based graphic designer who specializes in branding-specific design.

All stories by: Nick Saporito
  • Chris

    Hi Nick,

    I want to say thanks for the great blogposts and clear Inkscape tutorials. I did a few of these and I’ve learned a lot!!
    I have a question (or maybe a tutorial request) .

    In a few inkscape tutorials you used gradient colors, we all know that inkscape can’t generate CYMK so you used a transformation program.
    Now there’s a problem with actual print work both digital as offset if printed in large sizes.
    The gradient can turn grainy and bordered in comparison with a smooth gradient on screen.
    Is there a way to fix that with inkscape?

    I’ve done some searches on the web and most people solve it with blurring the gradients in photoshop but then it isn’t a vector anymore is it?

    Is this problem familiar to you?

    Greets From the Netherlands


    • Nick Saporito

      Hey Chris, I’m not quite sure to be honest. Generating CMYK files with Inkscape has been such a headache that I’ve given up on it for the time being and am just using Illustrator for print work. I hear they’re going to add better CMYK support in the 0.94 release of Inkscape. Let’s hope!

Leave a Reply

Your email address will not be published.