Last week we found out that a blue logo seems to be a good omen for a prosperous company.
Today we are going to look at red, yellow and orange.
If I asked you to name a product that is typically red my best guess is that your answer will either be “nail polish” or “Ferrari”.
About 20% of people name red as their favourite colour. Given its attributions this is no surprise.
Red is a very strong colour that evokes strong emotions and sends conflicting messages from blood to love, anger and strength. If I come to think of it I notice that red is also a fast colour.
Yellow is almost everything between sunshine, danger and envy. Only 5% of people name it their preferred colour. It seems to be the shade of crazy people. Therefore you will not be surprised that it is also mine.
Companies that use red or yellow in their logos seem to emphasise their strength or their speed:
- Japanese Airlines (JAL)
- Lavazza: Italian Espresso that I can tell will lift you up
- Red Bull: Is supposed to lift you up
- Swiss International Airlines
Granted, Japan and Switzerland have both flags in the colours of red and white. So you may doubt if these airlines are worthy representatives.
- Breitling Watches
- Deutsche Lufthansa
- Goodyear Tires
- The Post (Switzerland and Germany)
Red and Yellow Combinations
When I researched the logos I noticed that some brands use yellow and red in combination. I am very tempted to say that these are the extra fast ones.
Well, a courier service is supposed to take things from one place to the next at top speed.
The logo is mainly yellow (with the black wild horse) but from my observations I’d say that about 90% of the cars are in the typical Ferrari red.
Since the quality of the food is hardly their top priority I take it that speed (drive-in) is the main criteria.
Fuel keeps us going.
If we mix red and yellow we end up with orange. My statistic does not list orange among the 11 most appreciated shades but it takes the second rank if it comes to the colours people don’t like.
Nevertheless, the message orange delivers is far less complex than what yellow and red tell us. Orange is said to express affordability, creativity, joy and enthusiasm.
When I thought about it affordable seems to be about right. In Switzerland you find two large retailers (mostly food) with orange logos:
Coop and Migros.
Moreover, I found some orange in the entrainment industry that make creativity as an attribute look suitable.
- Arte (French-German Network)
- HSE24 Shopping Channel
- RTS Deux (Swiss TV network. French speaking)
- ZDF (German TV network)
I go now back to my yellow and next week I will tell you what to do if you plan your company to become REALLY stylish.