Color is one big deal in telling a brand’s identity and is often times looked over. I worked with a client one time and it was a hard time convincing her to pick a color that wasn’t her favorite color. More than half the time, your brand is more about the people you are trying to reach than the ‘over your head’ idea you have.

There is a sort of psychology behind every color. Every color is like a trigger and you don’t want to mess around with people’s mind with your colors. Imagine Coca-Cola was green…


looks wrong right? This could work if Coca-Cola was a wellness company; but we all know Coca-Cola is trying to kill us all (lol. just kidding).

While choosing the right colors to represent your brand is important, another very, very important aspect of your brand color(s) 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 other media


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.


custom color chart

None 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.



Readability is top priority when choosing a typeface for your brand. Also, using regular fonts can make your brand generic (find something unique or take it a step further by requesting a custom typeface).

font comparison

Similar to color dynamics, fonts also insinuate some sort of idea or perception. Some fonts mean sincerity (Times New Roman) or some can look childish (Comic Sans). Personally, I would advice sans-serif fonts for new brands (with the wake of digital media and the trend of “flat” design). Look at this; 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. 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 catering or selling toys, etc. If you happen to be a company that doesn’t require or need that “official” look, please go for something friendlier. A sans-serif font always allows businesses to lose that intimidation that serif fonts have.

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