Your Complete Guide to Choosing Brand Identity Colors

Your Complete Guide to Choosing Brand Identity Colors.png
Are you “winging it” with color?
Time for a brief (but effective!) crash course in color, and how it can strengthen your branding.

Are you "winging it" with color?

Time for a brief (but effective!) crash course in color, and how it can strengthen your branding. Keep scrolling down to access the secret meaning behind the color wheel.

Might be time to update those logo or business card hues woman! Here's our handy guide to the not-so-secret meaning behind colors. 

What is really at the heart of your brand? Use that as your guiding principle as you read through the colors and what they represent below.



Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.



Blue is the color of trust and peace. It can suggest loyalty and integrity as well as conservatism and frigidity. 

Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity.



Green is the color of balance and growth. It can mean both self-reliance as a positive and possessiveness as a negative, among many other meanings.



Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy.

Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food.



Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.



Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.



Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.


Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes).


White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.

White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.

In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products.


* The Storied Co. is a branding styling studio in sunny Los Angeles. We create brand identities including fully customized logo design, color palette design, website design, typography, social media styling, and manage influencer collaborations. We help small creative businesses and bloggers create on-brand social media feeds and teach them how-to translate their branding from website and logo to Instagram, Twitter and Facebook. The Storied Co. was created by Kelly Canales to help you craft the custom visuals you've been dreaming about, develop beautiful content and make your brand memorable online.