How to choose colors for a logo

Charlotte Miller

Colors play a crucial role in the world of branding and design. When it comes to creating a logo, selecting the right colors is an essential step in effectively conveying your brand’s message, personality, and values. The psychology of color can evoke emotions, influence perceptions, and leave a lasting impression on your target audience. In this guide, we will explore the art and science of choosing colors for a logo that resonates with your brand’s identity and connects with your audience. Seamlessly leading you along the path of logo creation, Turbologo transforms the intricate into the intuitive.

  • Understand Your Brand:

Before delving into color selection, it’s imperative to have a clear understanding of your brand’s identity, mission, and values. Consider the core message you want to convey and the emotions you want your audience to associate with your brand. Are you aiming for a professional, playful, elegant, or adventurous image? Defining these aspects will help you align your color choices with your brand’s character.

  • Know the Basics of Color Psychology:

Color psychology is the study of how colors impact human emotions and behavior. Different colors evoke specific feelings and perceptions. Here are a few examples:

  • Red: Passion, energy, excitement
  • Blue: Trust, calmness, professionalism
  • Yellow: Optimism, happiness, warmth
  • Green: Nature, growth, harmony
  • Purple: Creativity, luxury, mystery
  • Orange: Creativity, enthusiasm, warmth

Understanding color psychology can guide you in selecting colors that resonate with your brand’s intended message.

  • Consider Your Target Audience:

Think about your target demographic and their preferences. Different age groups, cultures, and genders may have varying associations with colors. Research and analyze your audience’s preferences to ensure your logo resonates with them.

  • Use a Limited Color Palette:

While it might be tempting to use a variety of colors in your logo, it’s generally recommended to stick to a limited color palette. Too many colors can make your logo appear cluttered and confusing. A well-chosen combination of two to three colors can create a balanced and visually appealing logo.

  • Create Contrast and Hierarchy:

Colors can help create contrast and hierarchy in your logo, making it more visually engaging and easy to understand. Consider using a dominant color for the main elements of your logo and a contrasting color for accents or text. This contrast will help guide the viewer’s eyes and emphasize essential elements.

  • Test in Different Contexts:

Keep in mind that your logo will appear across various mediums, from digital screens to print materials. Test your color choices in different contexts to ensure they remain consistent and legible. Colors may appear differently on different devices and substrates, so it’s crucial to check their compatibility across all platforms.

  • Stay Timeless:

Trends come and go, but your logo is meant to be a lasting representation of your brand. Consider timeless color choices that won’t quickly become outdated. While it’s essential to stay current, avoid overly trendy color combinations that may lose relevance over time.


Choosing the right colors for your logo is a nuanced and strategic process. It requires a deep understanding of your brand, your audience, and the psychological impact of different colors. By following the guidelines outlined in this comprehensive guide, you can create a logo that effectively communicates your brand’s identity, resonates with your target audience, and stands the test of time. Remember, your logo’s colors are a powerful tool that can leave a lasting impression, so choose wisely.