Logo Design Process: Coloring Your Logo

In this article we shall discuss the various tools used in applying color schemes to a Logo Design. These tools may vary from software to software in actual usage, effect and final print, but they all have one end goal: to translate the intended color from the screen to whatever print media you use. Obviously there are going to be some issues when you use two completely different color models like RGB and CMYK, which product different color tones, but that's another story.

In general, any logo design software will have the following basic color tools and options:

Color Palette

This most important tool is used for selecting the exact color shade for a graphic or text element using the two common color models, which are RGB (Red, Green, Blue) and CMYK (Cyan, Magenta, Yellow, and Key, or Black). The important thing to note here is that while monitors inherently use RGB color because they are light-based, printers will use the traditional CMYK, so it's best to start with CMYK if you plan on printing.

To aid in the selection of color shades, different software adopt varying approaches like color bars, pies, etc. Here the color is selected based on its visual appeal to the user or designer.

Advanced Color palette from COPASO

More advanced palettes like in Serif PagePlus X4 support numeric color code input, offering more precise control over the color and greatly help in avoiding any confusion at the printing press.

Color shades are often grouped into themes to help in quick shade selections that look good together, like Warm, Earth, Wild, etc.

A new user/designer may find themed shades very convenient as they provide ready-made color schemes for logo design without the fear of choosing a conflicting shade.

Remember, every logo design has to be very concise and focused because of its design parameters and purpose. Adding color can help a logo, but it certainly won't turn a bad logo into a good one.

Gradient

This tool is used to change/transform the color between two shades in a single design element. Other options within this tool include:

• Opacity is used to define the transparency of the front color in relation to the background color. This setting is usually set in a percentage.
• Angle is used to define the orientation of the gradient effect on the design element with a 360 degree reference.

Apart from these main tools, variation in color shades also define shadows, emboss and other special effects.

Color Schemes depend very much on the product classification as mentioned in an earlier article on matching the logo with the market. Thus, brightly colored, sharp logos are preferred for products pertaining to younger clienteles, whereas dual tone colored logos are designed for fashionable, up-market and classy products (in general).

Ever notice that certain companies or industries use a certain color? Of course there are always exceptions to the rule, but how different colors evoke different emotions in our minds is discussed briefly:

Red evokes a powerful emotion of passion and energy. Red is the dominant color in Coco-Cola, which was initially marketed as a tonic.

Orange is a combination of Red and Yellow. Its very name evokes a sense of warmth, and fun in the sun.

Yellow is the fastest recognized and brightest color to the human eye. It's been liberally used in logos representing children, fun, youthful and new age products. In combination with Black, the yellow color is easily recognized (and remembered) and so is the favorite color for mobile and construction equipment manufacturers.

Green is the color representative of nature, growth, money, fertility, and lately has grown to represent the environment. It also happens to be the fastest growing color online.

Blue is a cool color that represents intelligence, creativity, royalty and of course the sky. Large corporations, especially tech firms like IBM and HP have adopted the blue color in their logos.

Black to some may represents evil, but it is also a very powerful color and is often adorned by people in power. Black color is usually used to provide contrast in monochrome and dual tone logos.

White represents the pure, clean, Godly and good. Like black, white color is usually used to provide contrast in mono tone and dual tone logos.

Whether you're exploring every color combination possible, or sticking with a black-and-white logo, the best way to get started with logo creation is with one of the best logo design software packages.

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