If you’re developing a brand and your aim is to come across as warm, friendly and approachable you’re probably not going to have a dark grey logo.
As humans, we associate different colours with different emotions and thoughts. Green communicates organic growth, the earth, nature, and can create feelings of caring/nurturing. While, black expresses feelings of sophistication, authority or if used correctly, seduction. Think of the green logo for Starbucks or Greenpeace and the black logo of Sony. With Starbucks, the green links them with natural, organic products and fair trade. For Greenpeace, their logo relates to plants and the environment. Sony want to be seen as an authority in the world of technology.
Colour is a huge decision, combined with other design elements in your logo. It’s how you communicate with your customers, while evoking a positive feeling about your brand. Font, the spacing between letters and shape also tell your brand story in the instant that first impression is formed.
When choosing a colour, consider the vibrancy, how dark or light it is. Just like each individual colour has its own properties, so does each shade of the same colour. For example, a dark red and pale red convey two different feelings. Dark red can be playful and lively whereas a pale red tends to create an impression of love and warmth.
There is a lot to consider when choosing a brand colour. The infographic below, composed by Canadian plastic-card maker Colourfast, can help give you an idea of whether your logo is communicating the right message.