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Brand Identity Color Guidelines That Pop

Brand color identity

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In the fast-paced digital world, establishing a strong brand identity has become paramount for businesses seeking to make a lasting impression on their audience. One crucial aspect of brand identity is the strategic use of brand colors. A well-crafted brand color palette not only adds aesthetic appeal to a company’s visual assets but also fosters recognition and emotional connection with the target audience. In this blog, we will delve into the significance of brand colors, explore different types of brand colors, and provide valuable guidelines for their effective utilization.

What are Brand Colors? Types of Brand Colors

Brand colors are a carefully selected set of hues that represent a company’s personality, values, and essence. When consistently used across all marketing materials, these colors create a cohesive visual identity that distinguishes a brand from its competitors. There are primarily two types of brand colors:

Close-up image of color palette

1. Primary Colors:

Primary colors form the foundation of a brand’s color palette. Usually, businesses choose two to three primary colors that embody their brand’s core attributes. These colors are prominently featured in the company logo, website, and other essential brand assets. For instance, let’s take the example of a popular sports brand, “ActiveEdge,” which has a primary color palette comprising energetic red, vibrant blue, and sleek black.

📌Read this blog post: What is Brand Identity? How to Build Brand Identity

2. Secondary Colors:

Secondary colors complement the primary hues and expand the brand’s color palette. These colors are used in supporting elements such as graphics, buttons, and icons, adding depth and variety to the visual representation. Continuing with the example of “ActiveEdge,” their secondary color palette could consist of fresh green and dynamic yellow.

Why are Brand Colors Important?

1. Brand Recognition:

Consistent use of brand colors helps in creating strong brand recognition. When customers repeatedly encounter the same colors associated with a brand, it becomes easier for them to identify and recall the brand, even amidst cluttered marketplaces.
Example: Think of the iconic red and white colors of Coca-Cola or the blue and white colors of Facebook. These brands have successfully ingrained their color identities into the minds of billions of people worldwide.

2. Emotional Connection:

Colors have the power to evoke emotions and influence perceptions. Through the strategic use of brand colors, businesses can tap into the psychology of colors to evoke specific feelings and associations.
Example: Luxury brands often use gold or silver to convey elegance and sophistication, while eco-friendly companies might use shades of green to communicate their commitment to sustainability.

3. Brand Consistency:

Brand consistency is vital for building trust and credibility. By adhering to brand color guidelines, businesses can maintain a cohesive brand image across various platforms and marketing channels.
Example: When a customer visits a company’s website and encounters the same colors as in their physical store or social media channels, it reinforces a sense of reliability.

📌Read this blog post: Elements of Effective Brand Identity

Guidelines for Using Brand Colors

Brand color guide

1. Define Your Brand Personality:

Before selecting brand colors, you must clearly understand your brand’s personality, values, and target audience. Is your brand youthful and playful or sophisticated and professional? Knowing this will help you choose colors that align with your brand identity and resonate with your customers.
Example: A brand targeting children’s toys may opt for bright, cheerful colors like red, yellow, and blue, while a brand targeting high-end luxury products may lean towards more elegant and muted tones.

2. Limit the Color Palette:

While it can be tempting to include a multitude of colors in your brand palette, it’s best to keep it simple and focused. A cluttered color palette can dilute your brand’s impact and make it challenging to maintain consistency.
Example: The brand “Nike” maintains a minimalist color palette with black and white as its primary colors, accompanied by an occasional splash of red, creating a bold and memorable brand image.

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3. Consider Color Psychology:

As mentioned earlier, colors can evoke emotions and influence behavior. Research color psychology to understand how different colors are perceived and choose hues that align with the desired emotional response from your audience.
Example: Financial institutions often use blue in their branding to evoke trust and stability, while food companies may use red or orange to stimulate appetite and excitement.

4. Test Cross-Platform Compatibility:

Your brand colors will be used across various media, including print, digital, and merchandise. Test the color palette’s appearance on different platforms to ensure consistent and accurate representation.
Example: A color that looks vibrant on a computer screen may appear dull when printed, so it’s crucial to test for both digital and print applications.


Crafting an effective brand color palette is a fundamental aspect of building a strong brand identity. By carefully selecting primary and secondary colors that align with your brand’s personality and resonate with your audience, you can create a lasting impression and foster brand recognition. Remember, consistency is key, so adhere to your brand color guidelines across all platforms to establish a powerful and memorable brand image. As you implement these guidelines, your brand will undoubtedly stand out in the competitive marketplace, leaving a lasting impact on your customers and driving long-term success.

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