- [Instructor] If I were to show you these colors
and these logos,
you'd have no trouble pairing the color with the logo.
The color or colors you choose for your logo
should enhance the attributes of the company.
Color connotations are cultural, personal,
and sometimes, contradictory.
Typically, a logo has one prominent color,
but there are many examples of logos
that use multiple colors.
Using multiple colors can convey diversity and inclusivity,
or a wide range of products.
Red symbolizes love, passion, and strength.
It also conveys danger and aggression.
Pink is feminine, sweet, and associated with childhood.
Blue is calming, protecting, professional, and serious.
It also carries connotations of authority and success.
Brown is earthy, natural.
Orange conveys autumn, Halloween, citrus fruits.
Green is healthy, fresh, natural, fertile, organic.
In the US, it's also the color of money,
and can be associated with envy.
Black is solid and powerful.
It can also connote mourning and death.
Gray is practical, earnest, traditional, and creative.
White is the color of peace.
It connotes purity, and in a medical context, it's sterile.
Yellow is warm, happy, and sunny.
On the other hand, it's also associated with cowardice.
Purple is sophisticated, classy, associated with affluence.
There are positive and negative associations
to whatever color you choose.
Don't get hung up on these associations,
but do be aware of them.