Design a Logo

4. CLEVER USE OF COLOR Post Image Color theory is complex, but designers who understand the basics are able to use color to their advantage. The basic rules to keep in mind are: Use colors near to each other on the color wheel (e.g. for a “warm” palette, use red, orange, and yellow hues). Don’t use colors that are so bright that they are hard on the eyes. The logo must also look good in black and white, grayscale, and two colors. Breaking the rules sometimes is okay; just make sure you have a good reason to! Knowing how colors evoke feelings and moods is also important. For example, red can evoke feelings of aggression, love, passion, and strength. Keep this in mind as you try out different color combinations, and try to match the color to the overall tone and feel of the brand. Playing around with individual colors on their own is another good idea. Some brands are recognizable solely by their distinct color. For example, when you think of John Deere, you think of the “John Deere green” color, and this sets this brand apart from its competitors and, more importantly, makes the brand all the more recognizable.