Black & White
Black and white are not considered colours. What they have in common is that they go with every “real” colour.
Black and white are not only visible opposites, their attributes could hardly be more different. But still one does not work without the other one.
Personally, I like black logos because they are practical. You can easily invert them to white when used on dark background and you never have to worry about the other colours or images.
Stylish Companies Online
By looking at the companies that choose black for their logos I conclude that “exclusive” and “sophisticated” are the messages they take from black. I noticed that many brands that sell beauty and style products sport black logos; or inverted when needed.
- Baume & Mercier
- Saint Laurent
- Vacheron Constantin
Some of these brands use gold or silver for their shops. But if you try to put silver on a website you will always end up with grey.
Remember, when we discussed orange last week? The colour is not really everybody’s darling but its attributes are a lot clearer than ones of red and yellow. The same goes for grey which is kind of the offspring of black and white. Grey is supposed to be stable, somber, cool and neutral.
Personally, I take grey as indifferent why I do not particularly like it. But it is said to be the preferred colour of someone who really has a word to say about style: Mr Giorgio Armani.
This is the final post – at least for the moment – about logos. I am aware that I did not cover green and brown. The reason is simple: so far I cannot see a pattern of who uses it for what reason. If you do please drop me a line.