Corporate Identity Colors

By Lonnie Niver

The personality of a company can be identified by the colors used in their logo. Each color gives off its own mood. This mood can either be positve or negative. By understanding the meaning of colors you can give your corporate identity a personality that is stimulating.

In design there are three catagories in which we place colors they are neutral, warm and cool. Neutral colors are considered non-colors because they are used more as a mixture to create other shades of colors. These neutral colors are known as Black, White, Gray, Beige and Brown. By mixing netural colors with other colors you can influence the positive and negative mood of your logo. We associate black with power, authority and often signifies assertiveness and formality. Also, remeber white is not considered as a color but as an absence of all colors and signifies purity and innocense.

Next, we have warm colors. In design we use these colors as attention getters because they stimulate the nervous system. Warm colors include; Red, Orange, Yellow, Yellow/Green and Purple. Haven’t you ever ask yourself why red is used for stop signs or yellow for caution? It is because psycholoically you understand the importance of the color and react to it. Using Red will associated your corporate identity with intensity, strength and good fortune while yellow will promote visibility and danger.

The next catagory of colors give a sense of restfullnes. They are known as the Cool colors because they easy on the eyes. Cool colors include; Blue, Violet, Turquoise, Sea/Green, Green. Using a light blue can give your corporate identity a sense of peacefulness and tranquility but if you want to go for more trustworthiness and dependability use a darker blue.

Knowing and understanding the meaning of colors will help you give your corporate identity the personality that will influence the mood of your customers.

Copyright © 2006 Lonnie Niver, All rights reserved.

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