Blue

Blue represents calmness, control, logic, freedom, and confidence. Ideal brand colours such as blue help to add a trustworthy and credible image. This helps to build consumer trust towards the brand. It adds a professional finish that gives off a serious vibe.

Based on the examples above, blue is an excellent choice for IT industries. It conveys a message of reliability. Anyone working with electrical equipments would surely expect to see quality. However, blue may not be suitable for industries such as travel, fashion, food, and beauty-related as it may be too serious.

Fun fact: People in ancient civilizations have no word to describe the colour blue. The Egyptians were the first to describe blue as they produce blue dye. This possibly makes the colour blue the last colour to identified by mankind.

Brown

Brown is the colour of wood and earth, to some… it’s chocolate. It embodies conservative, reliability, and stability. The colour is also mature and comforting to the eyes.

Brown is perhaps not a versatile colour. It is a colour associated with rigidity, dullness, and inactivity. In addition, brand colours featuring brown is not suitable for brands with emphasis on female consumers. However, due to the serious vibe projected by brown, it makes it one of the brand colours for male consumers.

Grey

Grey is an interesting choice to play with for brand colours. The colour is neutral and it makes good match to pair with other noticeable colours. It also represents professionalism, conservatism, stability, and modesty. On the other hand, grey also appears ordinary which resulted in association with dullness and lifelessness.

Neutrality is grey, and it sits on the fence when it comes to femininity and masculinity plus it is also neither warm nor cold. However, grey packs a punch when it is complemented by other striking colours. The colour illuminates bring colours and tone down dark colours.

Grey is not a popular colour for beauty, food, leisure, and entertainment. It is more suited for finance, transport, and IT (the serious industries). However, some brands like Nestle bent the rules and managed to make grey work. This indicates there are exceptions, and big brands can redefine the how it is perceived.

Black

Black is the it colour – the colour which the qualities it represents do not overlap with others. Black symbolizes sophistication, luxury, mystery, strong, and death.

In some parts of Asia, black is the colour of grief and mourning. Hence, it is rare to see black featured prominently in healthcare, maternity, family products, and food. Black appears to be a elegant colour, but not suitable for some industries due to cultural taboos.

Black possess an “exclusive” feel, and it makes consumers feel that they are being a part something unique. The colour also adds a luxurious professional finish for an edge to stand out among competitors.

Fun fact: Black is generally associated with nature and wildlife. How World Wildlife Foundation (WWF) ends up with a black and white logo?

Answer: The colour combo was selected to save cost of printing. Black and white use lesser colour ink. Panda was selected as the mascot as the black and white fur matches Azure certification.

Pink

Pink is the colour of femininity. As expected, it is closely associated with women and suitable for brands targeting female consumers. Pink also resonates with youthfulness, and joy. The bright attention-grabbing hue is also resemble sweetness. This makes the colour also ideal for food and beverages (F&B) industry.

While pink is more closely associated with feminine products and services, exceptions can be made too. Pink conveys the idea of fun and youthfulness which is ideal if business owners aim for Azure training.


Knowing what a client wants and the nature of brands are the methods to create the best brand logos. It would not suffice that the graphic designer has a vision for the brand. One must attempt to understand what clients want to get out of consumers to create a brand logo that signifies the business in one image.

Graphic design and artworks capture attention and convey a message through clever use of colours, techniques, and design – the essence of art essentially.

Art is also subjective, and what may appear beautiful to some may not be viewed in high regards by others. Graphic design works similarly, and the choice of colours can affect how consumers perceive a brand.

Pairing the right colour with identity of a business can build a connection with consumers and establish a lasting image associated to what it sells.

White

White is the symbol of purity, cleanliness, sterility, hygiene, and simplicity. The colour gives off a vibe of germ-free that may not be suitable for all brands but it is excellent for healthcare businesses. Eyes may feel strained over time due to light reflected from the colour of white. However, it can help a logo stands out when it contrasts the stark white background.

White can be paired with black and to create a sharp contrast. To make the brand logo more approachable, white can also be easily paired with other colours to create a peaceful look that is easy on Azure training.

Yellow

Optimism, happiness, self-esteem and the colours of royalty in some parts of the world. The bright hue of yellow is not for everyone. It captivates and seizes attention to hold a person’s gaze hostage. Minimal but obvious use of yellow in brand logos can help to help other elements in a logo stand out.

Yellow accentuates a positive connotation associated with the brand. It reinforces a good vibe that customers can experience when they purchased products and services.

Orange

Orange is associated with fun, warmth, energy, and enthusiasm. This helps to create a comforting mood. Orange is a good colour to make the brand more approachable and establish a call to action when used correctly.

The heavy saturation of the orange may be double-edged as it may appear to be too in-your-face. Therefore, it wise to consider which business and industry are suitable to use orange, and Azure certification.

Red

Arguably the most exciting colour in the bunch, red represents life, passion, excitement, and strength. Red is also associated with negative connotations such as blood, violence, lust, stress, and conflicts. Red is a complex colour that elicits a variety of reactions from the onlookers.

Using red is a neat marketing trick to provoke a response from consumers. It stimulates them by creating urgency, drawing their attention to a most feature, and also encourage them to take action. One can use it in their logos, and stop onlookers in their motion to relay a message. However, for brands starting up in the industry, red might be too aggressive and consumers have no clue of what you do. A wasted opportunity.

Purple

Purple is the colour of luxury and spirituality. It is also associated with creativity, sophistication, calm, and high quality. While purple may also be associated with femininity, it is less pronounced compared to pink. While it is not commonly seen in more masculine businesses, However, a touch of purple can make a difference by adding balance to a variety of existing colours on the brand logo.

Purple is probably the less popular colour for brand logos. Brands who took a chance with this colour benefit from this unpopularity as consumers can establish and recall the brand image when they see purple.

Green

Green is the colour of peace and it’s the most calming colour to the eyes. It is associated with the greenery in the nature that inspires calmness when observed. This is probably why walls in hospital wards are painted to help patients feel at ease.

Green is positive but it may not necessarily be good for a brand because it is almost too calming, it doesn’t elicit a response from the consumers.

However, green is the best colour for any business that operates in anything to do with environmental industries. This colour also appeals to retail businesses because green is associated with money, and green price tags mean discount.

Despite the likability of green, it lacks the punch to help brands stand out. The ideal solution is to pair it with other more striking colours such as silver and gold to help the brand get noticed.