How to choose a logo color

When we design a visual identity for a logo, one of the first things we need to define is the color palette. The combination of logo + color palette is the hallmark of your brand, which will make the customer recognize you when you position yourself in the market.

However, it is not always easy to find the right color palette. Even when we as designers define our own visual identity, we can get a little lost in the middle of the road. I mean, sure, we have an idea of what main colors might suit us, but the full palette is not just the main color of your logo, but all the colors that accompany it and that will be applied to your products, packaging, website, social networks, etc.

The same thing happens when we work for a client, he may have a color in mind, but the rest is left to us to define. We need to find the best combination of colors this fits your brand personality. 

What is a logo

A logo is a concept consisting of a set of images, colors, graphics, and letters. Logos help identify and remember products, services, companies, and institutions. Thus, if they are well ingrained in the consumer’s mind, it is easier for them to choose them when making a purchase choice.

Color meanings

Brand colors are several colors/colors/shades that your company uses. They are used in logos, graphics for social media, as well as printed accessories, gadgets, and even clothing. The logo colors you choose will be associated with your company.

Warm colors

  • Symbolizes power, struggle, courage, and fire, but also love, excitement, and desire. It stands out and is used as a warning.
  • It is associated with friendship, joy, and fun, so it refers to youth, creativity, lightness, and activity.
  • It has 2 contradictory meanings. On the one hand, it is associated with sunshine, activity, as well as happiness, optimism, and wealth. However, it also symbolizes cowardice, betrayal, and caution. It is a distinctive color, especially against a dark background.
  • Undoubtedly, in our cultural circle, it is associated with femininity, romance, and caring. It is a joyful color and is associated with carefree.
  • It is associated with the earth, trees, and solidity. Brown can symbolize calmness, and seriousness, but also neutrality and reliability. 

Cold colors

  • The opposite color of red. It symbolizes hope, life, harmony, freedom, and happiness. In recent years it has also gained an association with ecology and natural products.
  • It is associated with the sky, open space, and the ocean, and therefore peace, stability, wisdom, knowledge, and understanding.
  • The color of luxury, elegance, splendor, grandeur, nobility, and spirituality. Helps to concentrate and control emotions. It goes very well with bright colors.

Neutral colors

  • A color with two meanings, on the one hand, sadness and isolation, but at the same time elegance and exclusivity. It also suggests a formal character.
  • The brightest of colors. In Western culture, it is a color associated with purity, innocence, and goodness, as well as medicine.
  • A very universal color, it has no cultural conditioning and is associated with elegance, formality, and wisdom.

How to choose a logo color

Before you use candy pink or your beloved black in your posts and website, take a moment to think. You’ll immediately get hints on what programs you can use to look for ready-made color palettes, but first, think about your business and answer a few questions.

  1. Who are you targeting with your products and content? Are they children, teenagers, or maybe elegant, rich ladies, or eco-friendly hipsters?
  2. What values does your company represent, is it to show prowess, luxury, or maybe fun?
  3. Think about whether you will use the colors only in web designs, or whether you also plan to print accessories using them.
  4. Think about whether you already have a base that can serve as inspiration, for example, if you run a language school, you can put references to the colors on the flag of a particular country.

The web is full of all sorts of tools designed to make the designers’ job easier when creating color combinations. Finding the right program shouldn’t be difficult, but Turbologo is what you might call the best logo design program. The Turbologo tool allows you to create color combinations to match your brand. The options for creating the perfect logo are quite numerous, for example, you can choose combinations of different colors, shapes, and styles.


As we can see, different colors can be used to evoke the feelings and associations we want among customers. As research shows, more than 80% of consumers associate a brand with the color palette it uses. The human mind is structured in such a way that we perceive color first, and only then the content. As it turns out, the right choice of color has not only aesthetic value but can be an effective tool for shaping the brand image and attracting new audiences. When creating your company’s logo and planning marketing activities, it is worth considering what feelings we want to arouse among potential contractors and how we want to be perceived by them. Our corporate identity system must be consistent with our activities and what we want to convey to our customers.

Bruce Reyes

Bruce Reyes