This is part 6 of our mini series in logo design.
This point can be broken down into some smaller points which each are individually important.
But colours as a whole are vitally important as they can help communicate the feelings, values and position of a business.
An Example – McDonalds
Historically, I think of the bright Red and Yellow signage of my local McDonalds when I was a child. I used to love all the bright colours and even now, if I think of McDonald’s, I think of the colour red.
However, walk into any McDonald’s store nowadays and you are presented with a totally different colour scheme consisting of Greys, Greens and Yellows.
Why is this?
Because McDonald’s are looking to promote a more eco-friendly, earthly brand image to reflect the current trends in public awareness.
The change has been subtle and rolled out over 7 years already, but it’s crucial to their continuing success. It’s communicating their values (commitment to the environment), their relevancy (changing with the times and fitting in with public focus) and understanding of what their customers want.
I’ll release a separate blog post about colours in logos in the future, but ensure you speak to your graphic designer about the colours which are relevant to the feelings you’d like to invoke in your target market.
Single / Multi Colour
There will often be occasions where your logo needs to be displayed either in 1 colour, monochrome or restricted colours (2 or 4 colours) and it’s important to make sure your logo still looks good in this format.
Having your logo look great in inverse colours is important and can add an extra angle to your advertising.
If your logo which was mainly going to be presented one a white background, what would happen if you wanted it printed in a magazine on which had a black background?
It’s important to have more than one version of your logo and at least one of these should be inverse – so designed to HAVE a background. Here’s an example…..
Gradients are rare nowadays and I think there is a variety of reasons for this.
First of all, trends have changed more recently to “blocky”, solid bright colours.
I think also that many people have had difficulties with gradient-laden designs and having them printed or embroidered AND they can even cause issues online too.
All in all, I would say that it’s a good idea to steer clear of gradients. (These are lessons we’ve had to learn the hard way ourselves, so I feel in a qualified position to provide this advice and be able to help gently guide people away from going down this route!)
For those of you that don’t know, Pantone colours are a way of getting consistency between design and print, whether that be digital design or litho print (for instance).
We’ve all had it where our colour looks great on screen but when we print it (or receive an order from the printers), the colour is totally different!
That’s where pantone colours come in.
Understand the colours of your logo then look to obtain the Pantone references for them.
That way, whenever you go to print, you are able to provide these and ensure that your logo looks great and consistent across all forms of print and media.
Summary of the Importance of Colour in Logo Design
So, in summary, there are some crucial things to consider when having a logo designed.
We’ve briefly covered some elements here which will help steer you down the right track as to what to look out for and as a result, you are already in a much better position to help your graphic designer give you a relevant, accessible and well considered look and feel.
If you would like us to offer our thoughts, feelings and opinions on a design you have, or would like us to design a logo for you then please do get in touch.
I hope you’ve found this useful and I would welcome your comments!