Your brand’s color palette

Your brand's color palette

We’ve already established that, regardless of whether you use it strategically or not, your brand is always communicating something about your company. This concept reaches across all aspects of your brand – from your logo, to your typography, to, yes, your chosen color palette.


Each of your brand’s elements should be strategically composed to communicate accurately and clearly to your target market. This is why, when considering any aspect of your brand, you must begin by referencing your brand strategy (this assumes that you have already taken the time to consult your brand designers, fill out a brand questionnaire and personality profile, and articulate what is your brand strategy moving forward).

Colors communicate something just by themselves, and when combined with other colors in a meaningful way, they can orchestrate a beautifully intentional message. This is why we spend so much time asking you about what kinds of ideas or personalities you want your brand to portray.


Don’t worry, we won’t dive into a collegiate-level color theory class, but suffice it to say that color is a powerful tool in getting across a particular message. Below are some examples.

If a client asks me to create a brand that embodies peace and calmness, I might choose the following color palette. The color palette uses entirely cool colors (we use the term “cool” to refer to colors closest to blue on the color wheel). Not only are these colors cool, they are also very low in vibrance and saturation (they aren’t very bright versions of these blues/greens). This palette is reminiscent of a calm ocean or lake.

If a client is seeking to create an exciting, technologically modern brand, I might suggest the following color palette. In contrast to the palette above, these colors are very vibrant and bright. There is a combination of cool and warm colors, but the vibrance and saturation of the colors makes this palette very high-key and noticeable. This palette wants to make a bold statement.

If a client wishes for his or her brand to be rather exclusive and high-class, I might choose something like the following. Some of these colors are very mute and soft, with some highly-contrasted dark colors to set them off. This palette carries a sense of elegance and seriousness.


Even though color can be used as a powerful part of your brand, it still relies on the other aspects of your brand to specify your mission. Each color requires a context in order to be interpreted correctly.

For example, in some cases the color red can mean alarm or danger, while in other cases it can signify excitement and joy; it all depends on the specific use case. This is why we must orchestrate all other brand elements to further stress your brand’s strategic message.

Unsure if your color choices accurately reflect where your company is going? Reach out to us, we’d love to help!