The king of the colors? Blue, by a fairly large margin. Not surprising when you consider that it is the most popular color
in the world, across every culture. Brown and pink were each requested in less than 3% of logos.
So, if you want a popular brand, you should make it blue and avoid brown and pink, right? Not always true. Lyft and T-Mobile are doing just fine with a modern shade of pink, and UPS has built a shipping empire on brown’s associations with serious reliability.
Knowing what’s popular is not the same thing as knowing what’s smart, and sometimes you’re better off zigging when everyone else is zagging.
But how do you zig intelligently?
You keep your eye on the competition. Within each industry there are often universal brand personality traits: accounting firms and healthcare providers need to be seen as trustworthy and serious. Tech companies, on the other hand, value being cutting edge and modern above all else.
You’d think the colors for these traits would also be the most popular, but that’s not always true! The most important brand personality trait for most tech companies is modern, so we’d expect to see a lot of red, purple, pink and black logos. In reality, blue is the most used color in technology, followed by black.
So how do you know what your competition is doing? We’ve got your back. We analyzed 527 leading logos in eight popular industries, and found that each industry has a favorite color (and not all are blue).