Choosing Complimentary Colors

One of the marks of a great logo is color choice. Choosing the best combination of colors for your logo will help it convey a certain initial impression. You may choose colors based on your personal preferences, likes or dislikes, or the architecture of your facility, or for a symbolic purpose. Keep in mind that colors have meaning. Different colors convey different emotions.

Reds. Warm colors convey action and momentum. People perceive red as bold and active. Red is a color that asks for attention--in fact, about 60% of all product packaging uses red as one of its primary colors. Red entices, like the tomato that makes a green salad look more appealing. Red is the color of fire, which is associated with comfort as well as destruction. Red is also used as a warning color. When using red in your church logo, know that it will convey a sense that you are asking for the viewer's attention.

Oranges and Yellows. These are the colors of natural light. They can be perceived as morning or rebirth, or as fall and change. Yellow by itself is often combined with red as these colors have the highest contrast of any colors in the visible spectrum--believe it or not, even higher contrast than black and white. When using these colors in your logo, realize that you may be conveying change or adjustment, especially with the use of orange, which is such a seasonal color.

Greens are the colors of growth and strongly identified with nature. Green often conveys a sense of balance or fertility. Most people identify positively with green, with thoughts of abundance, grain, rest, leisure or good health. Green is a "safe" color to use in your church logo, however, realize that because we are constantly living in nature, which is abundant with green, it can become a background color to the eye that sometimes fails to garner attention.

Blues give a sense of serenity or tranquility. They are perceived as the opposite or red, which conveys motion. Instead, blue is a sedentary color, also conveying coldness or winter. Blue also conveys stability--which is why about half of all financial institutions have some blue in their logos. Blue is the color of the sky, which is associated with heaven and freedom, so blue can be reassuring. When using blue in your church logo, know that you may be conveying a sense of peace and reassurance to the viewer.

Violets. These are among the most interesting colors in the visible spectrum, perceived as neither warm or cool. Purple is often perceived as richness or wealth--in Bible times it was among the rarest of dyes for fabrics and so to have something purple denoted royalty, and that perception still exists to a lesser degree today. Purple can also be a polarizing color--some people gravitate toward it while others are repelled by it. Think carefully about using purple in your church logo, as you may turn off as many eyes as you turn on.

Whites and blacks. Technically white is the fullness of color and black is the absence or of color. White conveys cleanliness and purity. Black conveys depth, night, danger and space. White can convey simplicity. Black can sometimes convey you have something to hide. White is often associated with religious ceremonies in cultures worldwide. Black denotes both mystery and elegance.

There is virtually no concern associated with using white in your church logo. Black, however, should be used carefully, knowing that it may convey some sense of danger even though you may mean it to convey a sense of sophistication.

What colors go well together? Designers usually look at colors on something called a color wheel, putting the visible spectrum of colors in a circle starting with red and ending with violet. Generally when looking at the wheel, you will find that adjacent colors will always work well together--blue with green, red with orange or purple, yellow with orange or green, etc.  You will also never go wrong using a single color, or shades of a single color--light green, medium green and dark green, for instance.

Black and white will go with anything. In the church, however, be careful with the use of black however as it is sometimes a polarizing color--people are either drawn to it or repelled by it.

What color combinations should be avoided?  You should avoid any color combinations that together convey a message separate from the one you want to convey for your church. For instance, in the United States, the combination of red, white and blue will convey Americanism or patriotism, no matter what the true purpose of the logo. Remember predominant sports franchises in your area as well. In my state of Alabama, for instance, the combinations of red and white, or orange and blue, will convey allegiance to a particular college sports team. And don't forget holiday color combinations--red and green will say "Christmas," black and orange will say "Halloween."

There are a number of excellent books available on the use of color. While I don't want to be overly dramatic in the implications of color choice on a church logo, there is quite a bit of research that points to color being a major component of the overall perception of your logo and visual identity--and so it deserves at least some rudimentary consideration as you choose an icon to represent your congregation.

  

Logo Savvy: Top Brand Design Firms Share their Naming and Identity Strategies

Logo Design That Works: Secrets for Successful Logo Design (That Works Series)

The Big Book of Logos

> Click for more books and periodicals on designing.

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