Picking colors for your logo can be a daunting task. Many colors have very specific connotations – and these connotations change depending on the country and background of your target market. For the sake of this post, I will focus the most common 7 colors and their universal meanings in the US market. Keep in mind, however, colors have many meanings, and the symbol, color pairings, shades, etc can change the way someone interacts with the colors in your logo as well.
Red is closely associated with passion and strong feelings, both of love and anger. It can also be linked to courage. While a brighter red might be agitating, a deeper red can be pleasing to the eye.
Common red symbols: hearts, fire, red cross for safety
Orange is closely associated with happiness and optimism. It is an energizing color. Pair a bright orange with a royal blue to retain its vibrance, or a deeper burnt orange with a brown to elicit a more earthy feel.
Common orange symbols: pumpkin, oranges, tigers
Yellow is another color associated with cheerfulness and friendship. Yellows in the golden variety are commonly paired with richer blues or purples when used for popular sports teams. Pairing yellow with green can bring strong associations with nature.
Common yellow symbols: sun, marigolds
Green has a strong link to nature, and therefore is considered very soothing. It also brings up strong connotations to wealth, money and luck. Choose a lighter green to draw a relationship with spring. Lime green has become quite trendy in recent years and can be well paired with a teal or blue shade.
Common green symbols: leaves, money, clover
Blue has a strong relationship with trust and loyalty. Blue is also a soothing color. Though blue is commonly associated with men, it is actually a favorite among women as well. This makes it a popular choice for branding and logo design.
Common blue symbols: ocean, sky
Purple is most strongly related to royalty. It is also linked to creativity. Though favored by women, purple is one of the more controversial colors, and is often less appealing to men. It is used sparingly, but might be a great choice to help your business stand out from the competition.
Common purple symbols: violets, purple heart
Black is often associated with strength and elegance. It can also be an intimidating color. Black can be paired with anything, and therefore is a very diverse color. You will often seen black packaging for high end retail companies like Saks and Apple.
Common black symbols: black tie, black cat
For samples of our logo designs, please visit www.skleber.com. We’d love to help you bring personality to your brand.
When I first started my design career, almost every company had pre-printed letterhead. Now, with the continued advancement of technology, and the changing needs of businesses, more often than not I get asked for letterhead in a Word document. How do you decide what is right for you? Here are the advantages and pitfalls of each, and things to watch out for when working with them.
Pre-printed letterhead is my own personal preference. It allows you to have a lovely, full-bleed design that is guaranteed to be consistent no matter what you do with it.
Pre-printed letterhead is good for formal communications from your company, and looks sleek and professional. Unfortunately, if you want to email a document on pre-printed letterhead, you will need to print it and scan it, which can be cumbersome.
Another pitfall of pre-printed letterhead is if you desire a different first page. You will need to do a print run of the cover page, and another print run of the internal page design, which means double printing cost.
Word letterhead is a little trickier to perfect. It depends on the customers software (Word, Pages, etc) and is less predictable. It is, however, very important if you send a lot of communications as email attachments.
Word letterhead allows for a different first page, which is advantageous over pre-printed letterhead, where you would need to do two print runs of the different page designs.
If you are only using it as an attachment, a full-bleed design for a Word letterhead is fine. However if you intend to print it off on your office printer and mail it, I recommend a design that does not bleed off the edge. Most internal printers will almost always leave a white border on your full-bleed printed communications. This inevitably changes the look and professionalism of the design.
What are your experiences with letterhead for your company?
To see letterhead that we have designed, visit www.skleber.com.