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December 5, 2013

Choosing Colors and Fonts for Your Company’s Brand

Author: Kristen Bachmeier

Color is one of the most important decisions a company makes when determining its identity. There is a sort of psychology behind logo design. Choosing the right color is not an easy decision; in our logo and brand redesign, there were many quarrels and opposing opinions before we finally made the decision on blue and orange.

While choosing the right colors to represent your brand is important, another very, very important aspect of your logo is that it ends up working on both a white and black background. This will allow for more versatile use with your logo and is very important for print, advertising, and much more.

Colors, So Many Colors…

Everyone has their own perception and can relate colors to various different objects/meanings. The perception of a color varies in different cultures and societies, so this is something that must be kept in mind when deciding your brand’s color. Below, you’ll see a list of some common colors, along with their associated traits and meanings.

atil_img_colormeaningsNone of this is concrete, but it is the general understanding of how our society sees colors and how they might feel when they see your brand’s colors or logo.

Choosing the Right Font

Readability is highly important when choosing a typeface for your brand. Fonts are interesting especially because if a specific one is used “too much,” it becomes boring to the customer. Also, it can make your brand generic (find something unique).

Serif versus Sans-Serif Fonts

Similar to color meanings, fonts also provide readers with some sort of trait or idea. Some fonts mean sincerity (Times New Roman) or some can look childish (Comic Sans). Personally, I would suggest distinct block, sans-serif fonts for new brands (especially with the new web design trend of “flat” design). If your company is a law firm, serif would be in your best interest as it allows for a more “official” and traditional look. Think of Serif fonts like wearing a suit. My rule: if the employees wear a suit in front of a client, then go wild with serif, otherwise your brand image might not belong in the market you wish to be in. To further explain my point, wearing this suit might not fit well if your business is involved with outdoor kayaking or selling toys, etc. If you happen to be a company that doesn’t require or need that “official” look, go for something friendlier. A sans-serif font allows businesses to lose that intimidation that serif fonts have.

Choosing the right colors and fonts to represent your brand are important decisions and require a good deal of analysis and collaboration. Do you have questions about what would work best for your company’s logo design? Contact us today and we’ll be in touch!

Kristen Bachmeier

Kristen Bachmeier is Atilus' Director of Operations and helps to oversee all client accounts and day-to-day operations. Kristen also has a background in digital marketing, and has been working in the digital marketing space since 2012.

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