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 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 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 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 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.