Choosing Your Logo Color: Should You Stand Out or Play it Safe?

September 26, 2016


Colors—there are so many of them out there, yet the diversity is lacking in the branding world.

Think about all the logos out there—you’ll typically find the blues, greys and blacks linked to some of the biggest brand names. But when it comes to your small business, does your logo stand out or play it safe? Logos are one of the most crucial pieces for your brand—the one identifier that ties it all together. So, how adventurous are you with color?

At FreshBooks, small, service-based businesses are our niche. We collaborated with our data team to pull the top logo colors used by our customers in the US and worldwide, and found an interesting trend in the logo colors they chose: Grey and dark blue continue to dominate. In fact, in 52 states (including the District of Columbia and US territories), grey and dark blue were the top two logo colors used by FreshBooks customers. Grey topped the list in 49 states, and blue in 3 states.



We spoke with Arden Reece, founder of Arden Reece Color and a color consultant with 10 years of brand marketing experience, to find out exactly why business owners are so drawn to grey and dark blue.

Why Grey and Blue?

“Grey’s interesting because a lot of tech companies will use blue and grey together,” says Arden. “Grey’s considered a corporate color, but it’s also considered very timeless as well. It’s just a classic color.” She adds that because it connotes quality, professionalism and modernness, business owners are also using it because it’s a great, neutral color to add to your logo.

As for dark blue, “blue is the most popular color in the world,” says Arden. “What we all associate with the color blue is the feeling of calmness and soothing, but also of trust and confidence. Many companies will brand themselves with blue because it’s trustworthy, dependable and reliable.”

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Why Aren’t More Businesses Using Color?

“I think people feel safe and they just go with a simple blue or grey without exploring all the different possibilities,” says Arden. “We’re given such limited knowledge of it—I think it begins when we start learning about the color wheel and don’t understand that there are much more other colors out there. They’re not two-dimensional.”

Now, in a small business owner’s world, picking the perfect logo can be a time consuming (and expensive) task— But Arden encourages small business owners to think otherwise.

“Really think about who you are as a business and consider your own personality,” she says. “You should really tap into the power of color and the meanings behind all of them to come up with a better color palette for their logos.”

See the infographic below for some of our findings.



logo color


about the author

Content Marketing Manager, FreshBooks Megan Santos is the Content Marketing Manager at FreshBooks. Before joining the team, she was the Editor of a national trade publication and has over 4 years of experience in writing and editing. Connect with Megan on LinkedIn and say hello!