// colour is communication
Before anyone reads your logo, they feel it. Colour triggers an emotional response faster than any other design element. Choosing the right colour isn't about personal preference — it's about what your brand needs to communicate.
Every major brand has spent significant resources choosing their colour. It's not arbitrary. It's strategy.
Key idea: Colour meaning varies by culture, but some associations are remarkably consistent. Understanding these associations lets you make intentional choices instead of accidental ones.
// colour associations
Red — energy, urgency, passion, danger. Used by Coca-Cola, Netflix, YouTube.
Blue — trust, stability, calm, professionalism. Used by Facebook, PayPal, Ford.
Yellow — optimism, warmth, attention, caution. Used by McDonald's, IKEA, Snapchat.
Green — nature, health, growth, money. Used by Whole Foods, Spotify, John Deere.
Purple — creativity, luxury, wisdom, mystery. Used by Cadbury, Hallmark, Twitch.
Black — sophistication, power, elegance, authority. Used by Chanel, Nike, Apple.
White — simplicity, cleanliness, minimalism. Used as negative space by almost everyone.
// the colour wheel
The colour wheel organises colours by their relationships. Understanding these relationships helps you build palettes that work.
Complementary — colours opposite each other. High contrast, vibrant. Blue and orange. Red and green.
Analogous — colours next to each other. Harmonious, calm. Blue, blue-green, green.
Triadic — three colours evenly spaced. Balanced and colourful. Red, yellow, blue.
Most logos use one or two colours maximum. A primary colour for the main mark and a secondary for accents or text. More than two colours adds complexity without adding meaning.
Think of a brand you want to create — real or imaginary. Write down three words that describe how you want people to feel when they see it. Now look at the colour associations above. Which colour matches all three words? That's your starting point for your logo palette.