When you think about a brand what is the first thing that pops into your mind? Is it their brand colors, or do you think about the shape of their logo? Think about McDonald’s for a moment, the first thing that typically comes to mind surrounding this brand is the colors red or yellow and the big M they use as their logo.
Using specific colors or symbols is how you create a signature brand style to help you stand out from the rest. Creating a personal brand style aims to help your customers associate your brand with common things. Here are some tips on how to develop your own style, and stay cohesive with it across your brand!
When choosing the colors that will represent your brand you have to think about what each color will represent or what feeling each color provokes. For example, if you are looking to convey royalty, using a deep purple color for your brand would help customers sense the royalty vibe you want to put off. Here are some common colors and what they could stand for:
|
Color |
Represents |
Common Uses |
|---|---|---|
|
Red |
Passion, energy, excitement, urgency, love |
Beauty, food, retail, and sports brands |
|
Orange |
Enthusiasm, creativity, adventure, warmth |
Tech, entertainment, and food industries |
|
Yellow |
Optimism, happiness, youthfulness, clarity |
Hospitality, travel, and children's brands |
|
Blue |
Trust, stability, calm, professionalism |
Financial, tech, and healthcare brands |
|
Green |
Growth, nature, health, wealth |
Eco-friendly, wellness, and finance brands |
|
Purple |
Luxury, creativity, spirituality, wisdom |
Beauty, education, and premium products |
|
Black |
Sophistication, power, elegance, modernity |
Luxury, fashion, and tech brands |
|
White |
Simplicity, purity, cleanliness, peace |
Skincare, wellness, and minimalist brands |
|
Gray |
Balance, neutrality, professionalism, timelessness |
Tech, automotive, and corporate brands |
|
Brown |
Reliability, warmth, earthiness, natural |
Organic, coffee, and outdoor brands |
|
Pink |
Femininity, playfulness, compassion, youthfulness |
Beauty, fashion, and lifestyle brands |
|
Gold |
Wealth, success, prestige, elegance |
Luxury and high-end brands |
|
Silver |
Innovation, sophistication, modernity |
Automotive, tech, and jewelry brands |
Using certain fonts also conveys a representation of your brand image. Whether your brand is more fun and bold or luxurious and sophisticated you need to choose the right type of font.
Serif Fonts (e.g., Times New Roman): Classic, sophisticated, and trustworthy
Sans-Serif Fonts (e.g., Helvetica): Modern, clean, and approachable
Script Fonts (e.g., Brush Script): Elegant, personal, and creative
Display Fonts (e.g., Lobster): Bold and attention-grabbing
When creating a logo for your brand, you need to consider what different shapes or symbols you can use to continue conveying your message. Here are some common shapes and symbols that are used in brand images that you can combine to create your own:
|
Shape |
Symbolism |
|
Circle |
Unity, wholeness, infinity, timelessness, harmony |
|
Square or Rectangle |
Stability, reliability, order, strength |
|
Triangle |
Power, direction, progress, balance |
|
Hexagon |
Balance, nature, harmony, creativity |
|
Curves or Waves |
Flexibility, creativity, movement, energy |
|
Leaf or Flower |
Growth, renewal, nature, beauty |
|
Spirals |
Evolution, creativity, transformation |
|
Lines |
Horizontal: Stability, tranquility, calm Vertical: Strength, growth, energy |
|
Arrows |
Progress, movement, direction |
|
Heart |
Love, care, compassion |
|
Star |
Excellence, aspiration, success |
|
Infinity Symbol |
Limitlessness, eternity, balance |
Many other common symbols are used in branding like shields, feathers, and even trees. The creativity is endless when it comes to branding, but you have to ensure all of your choices are cohesive and portray the same message.
Make sure you keep each of these factors in mind when you are creating a brand image for your business. This is going to be one of the most essential decisions you need to make to gain customers and make your brand recognizable against the competition. Pick colors, symbols, and fonts carefully and thoughtfully and build your success!