(Source: UsuabilityPost)
In this post, I want to talk about Logo design. As you can see in this chart above, choosing the color for the logo is essential for adding that extra assurance or message to your company or brand. Take Starbucks Coffee for example, their logos are seen twice on this chart. Their old logo brown and white. They also used a circular shape to represent maybe a more feminine look to match the mermaid in the center of the logo. From what the chart says, brown represents more of a earthy, fall, warm, romantic, colonial... etc. feel. Do you think that matches what Starbucks is about? Sure! (I don't really drink coffee so I don't know) They definitely give me that warm feel since it's coffee and I guess coffee beans is pretty earthy to me... it is brown after all. So it would make sense to imply the color to their logo since that's what the majority of their products are.
Then, their latest logo, which is the green, black, and white logo. There is still a mermaid, but it's more of an upclose portrait shot of her. She is also centered by the circle rings that surround her, giving her importance to this logo. The green, now on the outside, of the mermaid gives it an earthy feel as well. Green is supposed to represent a more environmental friendly, natural, and organic, as well showing trust. The hue of the green is also relevant because you don't want a bright green to represent Starbucks? What message would that give you? Oh, yess... Starbucks Coffee makes you want to blind you with their puke green-ness. Yes, they are so green~ NO! They want something that is going to make you feel like everything is natural, so they choose a dark green, more like a forest green to represent their ring of trust?
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