Things are picking up at Go Left Marketing, and one of the challenges we are seeing is that whether it is a new brand concept or a redesign, the choice of what color palette to use is always going to come up. In fact, GLM is going through this rebranding process ourselves, so looking into how we pick the right colors to represent us was fun, enlightening, and I thought I’d share it.

7 Things to Consider When Picking a Color Palette for Your Brand Logo



If you aim at nothing, you will hit it every time — Zig Ziglar

Be mindful of who your customers are and will be. Find out what brands certain demographics are drawn to and see if there is a pattern.


Keep your enemies close and your enemies closer — Sun Tzu

We have real estate clients. Enough said, right? Signage is a HUGE part of real estate marketing so choosing the right color can help you ride on the coattails of you competition or give you some needed separation.

You and Your Company’s Personality

But I see your true colors; Shining through; See your true colors; And that’s why I love you — Billy Steinberg and Tom Kelly, Performed by Cyndi Lauper

Color evokes emotion. We are days away from the Super Bowl and I am sure there will be clips of past Super Bowls. Take a look at how team colors pay a part of their legacy. Hell, Cleveland’s team name IS is a color. Choose a color palette that allows you to remain authentic to you and what your company represents.

Be Intentional but Not Obsessive

If you don’t manage your image, someone else will — Unknown

Don’t take choosing brand’s or company’s color palette lightly. But don’t agonize over it either. You can always change it. If you want to see a company that did it right, look up what The Gap’s logo looked like in the early 80’s. Now the iconic white and blue serves the bridge the space (the gap) between generations with timeless style.

Just because it’s your “favorite” doesn’t mean it’s right

When the dog bites, when the bee stings; When I’m feeling sad; I simply remember my favorite things; And then I don’t feel so bad — Maria, the Sound of Music

Ok — this will butt up against the whole “You and Your Company’s Personality”. When choosing a color palette you may have to put aside personal preference and go with what will help communicate your brand’s identity.

Does it work for your industry?

I found I could say things with color and shapes that I couldn’t say any other way — things I had no words for. — Georgia O’Keeffe

Every wonder why a lot of real estate companies use red as their primary color? (hint: look at a generic sold or for sale sign). Take that same color and splash it on a hospital or health care logo and you might feel like running for the door.

Will it look good when you wear it?

The best color in the whole world is the one that looks good on you — Coco Chanel

Swag. Not the coffee cup, but good wearable swag can give you real live breathing billboards. It also can help give your brand an identity by the people who are donning your colors.

There you go — just some things to think about. So whip out your 64 color Crayola set, a blank coloring book, and try to stay within the lines.

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