brand identity design

How the Colors of Your Logo Impact Your Brand

Ordinarily, when your brand idea is in the beginning stages of creation, you may put a good amount of thought into what colors you want to bring your brand to life. Perhaps you have a favorite color or have always felt as if two or three particular colors next to each other are aesthetically pleasing. While these may be solid lines of thought, when choosing colors for your logo, the warm feelings your favorite color bring you may send the wrong message to your targeted audience. In fact, studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing, with 90 percent of this assessment based on color alone. You may not even be aware of it, but colors are affecting your perception of a company the second you see their logo.

Before you begin to decide what colors are best for your brand, you must first make sure you are aware of a few key considerations. It is essential to think of your brand colors as one of the most cost-effective ways to make a lasting impression on your potential client. Think about it, when you see yellow and red together, most people will either immediately think of the ketchup and mustard dynamic duo or the fast food giant, McDonald’s. Equally important is jogging your brain for that color theory knowledge we all learned in grade school. Hubspot provided us with an appropriate starting point when choosing colors by explaining the primary colors, secondary colors and tertiary colors. Pick a color that you love, then from there you should refer to a color wheel to find similar and complementary shades; though it’s an essential rule of thumb to stay within monochromatic colors of the same hue. Don’t be discouraged if you do not consider yourself to be a person with an eye for color, when you follow these simple steps, you will find yourself at a phenomenal starting point!


Aside from how to pick your colors, the actual colors you choose have an impact on the people from whom you’re hoping to earn business. Have you ever noticed that some colors can elicit emotions that others do not? You aren’t alone, this phenomenon has been studied on numerous occasions by intellectual powerhouses around the world. Red grabs your attention and evokes passion, blue portrays trustworthiness and security, black boasts sophistication and prestige; the list goes on. If you think about some of the top brands with recognizable logos, it’s not hard to understand what they were trying to portray when designing it. Green is often associated with health, serenity and prestige, so it’s no surprise Starbucks turned to it when starting their upscale coffee house. While simple, the black, grey or white partially eaten apple of Apple symbolizes luxury; it’s also worth noting black is particularly successful in selling expensive products. Pink is associated with feminine traits, so it became Barbie’s signature color to capture the attention of their intended consumers. All three of these companies made very educated decisions in their logo. When choosing a color scheme, focus on your target audience, establish what you’re trying to instill in them about your product or business, and then consider what colors will fit that description.

Colors in logos will increase brand recognition by 80 percent, but there is also a balance in understanding where to draw the line. Use too many colors and you’ll have viewers desperate to exit your landing page before they even have a chance to learn about you. A whopping 95 percent of brands use one or two colors in their logo, and graphic designers warn you should never use more than three, as an onslaught of color can stress out or confuse your audience. Experts also advise brands to usually steer clear of particularly bright shades, which can be hard on the eyes. Always start in black and white, because if it doesn’t look good in black and white, it definitely won’t look good in a bolder color. Mess around with different combinations, while blue may seem like the perfect fit in your head, it may not actually translate onto the image.


At EMB, logo design is a crucial component of our overall marketing services plan. Our team of trained graphic designers works with you every step of the way to bring your vision to life while also offering their expertise. We also encourage you to check out this brilliant logo design guide for seven tips moving into 2019.

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The Importance of Brand Storytelling


In many ways, our lives are stories in which we are at once the author, protagonist, and antagonist, and each passing moment (day, month, or year) is but a chapter in the bigger narrative we get to write daily. Everyone has a story and that story is worth telling, but like with every story, whether it is good, mediocre, or bad depends on how it is told. As individuals, we all come from different walks of life and have experienced certain things that have informed our personality, character, and attitudes. These experiences make us who we are, establish our personal identity, and tell the world around us our unique story. 

The same is true for businesses and organizations. Your vision, ideas, and experiences also shape the story your brand seeks to tell your target audience. Did you start a digital marketing and consulting agency because you are passionate about helping others better tell their business's story? Did you start a nonprofit that rescues animals because you are an avid dog lover who rescued your last pet? Whatever the case, your personal frame of reference likely informed your business decision. Like in your personal life, ideally, your brand will tell an authentic story that communicates who you are, what you do, what you value, where you operate, and why--of the many stories told in the marketplace at the same time--customers in your industry should choose to care about yours


It is interesting how much of our lives are wound up in storytelling, from business to romantic pursuits. We've all heard about the elevator pitch, which is basically you telling the most condensed version of your idea or concept to someone in a position to help make it a legitimate business or successful venture. Also, in dating, we all try to sell ourselves by telling our most compelling story to our potential mate or love interest, especially at first. It is no different with branding; you must establish an authentic brand identity that tells your most compelling brand story to your target audience using language (visual and verbal) that is clear, concise, and consistent, leaving no room for confusion.

That is where a brand book comes in. A brand book is a comprehensive document that establishes your brand identity. It includes your boilerplate (about us), vision and mission statements, slogan or tagline, logos, design elements (business card, letterhead, envelope templates), writing style/voice, social media guidelines, etc. A brand book effectively establishes your brand's identity and personality so that your brand messaging, values and culture are always authentic and consistent. This creative asset comes in both PDF and PPT formats and is one of the best investments you can make to tell your business' most compelling story and enrich your brand.

Yours truly,

Kenny, Chief Wordsmith