Color in Logos
CTAE Resource Network
By: Juliane Monko
&
Dr. Frank B. Flanders
Spring 2010
Objectives
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Explain what makes a great logo
Discuss four major factors that define a
memorable logo
Discuss how color makes logos successful
Discuss the affects color on logo
Businesses Use Color to Market
Products:
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Color increases brand recognition by up to 80%
Colors are used to ‘brand’ products, companies
and organizations
Colors are used to indicate quality of the
merchandise
Color can influence consumers’ purchase
decisions
Businesses Use Color To Market
Products:
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Color affects how consumers see things
Color affects consumer emotions
Color affects buying decisions
Color is used in ads because of its superior
attention getting properties
Color can capture and hold attention
What makes a classic logo?
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The process of creating a good logo is involved.
It requires an eye for composition and creativity,
and patience. Good logos generally have 4
important characteristics.
 Simple
 Bold
 Classy
 Memorable
What makes a classic logo?
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Simple – The best logos are usually simple.
Intricate detail and multiple colors are usually
not a part of successful logo design.
What makes a classic logo? continued
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Bold – Like bolded text in a book, a bold logo
grabs the viewer’s eye. Logos must have an
impact on the viewer. Customers equate your
business the logo. It is a representation of the
business.
What makes a classic logo? continued
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Classy – Great logos are elegant and classy in
design. Elegant logo design is achieved with the
right combination of colors and graphic
elements.
What makes a classic logo? continued
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Memorable – Good logos have a clean, clear
design that is easily remembered, one the viewer
can still see with their eyes closed. Like the tune
of a catchy advertising jingle, it should be hard
to forget.
Logo Recognition Activity
Directions:
 The following 20 logos show company and
organization logos without text.
 If you can read the logos by the colors (and
shapes) it is testimony to the effectiveness of the
color combinations.
Logo Recognition Activity continued
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Note to teachers: This activity can be a game by
dividing the class into teams.
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You may want to have the students number their
paper from 1-34 to record their answers.
A key to the logo activity is at the end.
1. Name this Logo
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35. Name this Logo
Key
1. Wendy’s
2. Pizza Hut
3. Starbucks
4. Taco Bell
5. Dairy Queen
6. Burger King
7. Visa
8. Sonic
9. The Home Depot
10. UPS
11. United States Postal Service
12. Adidas
13. FedEx
14. Denny’s
15. NBC
16. Microsoft
17. Quaker Oats
18. Applebee’s
19. Good Year
20. AT&T
21. Delta
22. Gerber
23. Shell
24. Chiquita
25. DreamWorks
26. Morton Salt
27. IKEA
28. NASA
29. Panera Bread
30. Ocean Spray
31. Holiday Inn
32. Kodak
33. Zaxby’s
34. Ford
35. ESPN
Great Company Logos
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A great company logo is an important factor in
company image and ultimate success. It is a
representation of the company.
Logo design and development is not something
to be taken lightly. Good logo design is usually
expensive and is no place to skip in the budget.
Quiz
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5.
What % of visual information is related to color?
Name the 4 important characteristics that good logos
generally have.
Why is a great company logo important to the
company image and its ultimate success?
True/False Intricate detail and multiple colors are
usually a part of successful logo design.
True/False Color influences consumers’ purchase
decisions.
Quiz - Answers
1.
2.
3.
4.
5.
80%
Simple, Bold, Classy, Memorable
The logo is a representation of the company
False
True