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Brand Development for Creatives

Lesson 3 of 8

Logo & Color

Karen Okonkwo

Brand Development for Creatives

Karen Okonkwo

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Lesson Info

3. Logo & Color

Lessons

  Class Trailer
Now Playing
2 Core Values & Fonts Duration:07:04
3 Logo & Color Duration:05:36
5 Online Aesthetic Duration:09:21
6 Social Media Duration:11:14
7 Branding Tools Duration:14:32
8 Types of Content Duration:08:18

Lesson Info

Logo & Color

The next thing here is referring back to creating your logo. And your logo has a lot to do with the colors and color psychology is important because it applies to brand recognition. You know we'll get into colors a little bit deeper, too. The thing about your logo is that you wanna be as simple as you can with it and not make it too busy. The mind actually works in blocks. There's studies on how the mind works and if you have just a lot of chaos in each block of your logo, it again, doesn't help your audience really connect with you. So the key word is really simplicity with your logo. So, I have here some logo resources. So we have logojoy.com and we have smashinglogo.com, but you can also draw out a particular logo that you prefer and then just get a graphic designer to do that. For us, we had a specific look that we were trying to get that none of these resources really were applicable for TonL and so we just reached out to a graphic designer and really created that vision. And what...

I will say is that when you do create a logo try to have a color array but still staying with that same logo. So then, let's just say that you're working with someone who's like, hey can I have your logo? It just needs to blend well with, we'll say orange. Well, lucky for you, you have an orange style logo. Still keeps the same shape. Still keeps the same look, it's just that you change the color. And even with color, you wanna make sure that the variation of logos that you have still fits within your color palette. So moving on here to talk about color, I wanted to talk about the importance of color psychology. So the color of your brand is very important because the color psychology applies when considering brand recognition. And so there was a study conducted by several researchers and actually posted by Kissmetrics saying that color increases brand recognition by 80%, because it directly links to customer confidence. So that's a big percentage. I mean so when you think of Target, the first thing you think is red. You know when you think of Nike, you think black. And so when you think of Twitter, you think of blue. So you want that to be that quick. That snap judgment when I think of your brand, I think of your logo, I think of just you in general, what is the color that pops out and what does that elicit from me? So let's talk about color. And what I'm gonna do is I'm just gonna read off to you exactly what these color blocks mean here. So for pink. So whenever you see the color pink, when you're looking at a brand, it actually elicits romance and it's feminine. So it's usually used to market products to women and to young girls. And we can all think of those brands now when you think of pink, well you think of Victoria's Secret and immediately you know that they market to women. So it's in alignment. Yellow, so yellow's actually optimistic and very youthful. It's used to grab the attention of window shoppers. So if you see something yellow, it's bright, it catches your attention. You know it elicits you to probably hop in. A brand that uses yellow would be Forever 21. They have yellow as the backdrop of their logo. The next color here would be blue and blue creates the sensation of trust and security. So you really often see that color used with a lot of like banks and professional businesses. So, for example, Chase Bank their entire color logo, their color pallette is blue for a reason. They understand that that elicits that sort of reaction for you. The next one here is green. So, green is associated with money. It's associated with wealth. It's actually the easiest color to the eyes. And, so again, when you think of green it elicits a little bit more of that trust and it elicits more of wealth in your mind, when you see green. And then moving on here, to the last color is here orange. So, orange is actually an aggressive color. It creates a call to action. So you could use that for like buy here, subscribe here, or sell. I found a lot of brands when they do a rebranding, I've noticed now that a lot brands are using orange and it really catches your attention. It elicits a call to action. The next one here is black. So black is considered more powerful and sleek. So when you think of like luxury and you think of luxury cars and brands, those are the types of logo colors that they... That's a logo color, excuse me, that they use to elicit that feeling of luxury. Red here. Red elicits energy and it elicits... Like it's for clearance. Clearance sales, like flash alerts, flash sales. You'll notice when you go now and you walk around to different shops you'll see that the things in red it's wanting you to basically act now. And then purple. So purple is used for soothing and calmness. You'll find that a lot of the like massage brands use the color purple. The first thing that comes to mind is Massage Envy. It's supposed to elicit relaxation. So when you are thinking about, you know, these different colors, let's say that you're a beauty brand or you have an antiaging product. Well then, maybe it would make sense for you to use the color purple in your logo because you're already creating that connection in color with the people that you're marketing to.

Class Description

Creating a clear brand is an essential part of starting a business. Join entrepreneur and TONL co-founder, Karen Okonkwo as she shows you the options there are to develop your brand’s identity.

In this class, Karen will teach you how to:

  • Write a mission statement
  • Create a brand story
  • Decide on an online aesthetic

Clear branding across all aspects of your business is an important ingredient to success. By the end of this class, Karen will have given you all of the information you need to develop a brand identity that defines who you are and helps you achieve your goals.

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