Few days ago I had the most peculiar conversation with a colleague. Peculiar due to the fact that she is an experienced marketing specialist and she said something unexpected about logo in orange colour. I must admit that most of the times you can count on her expertise, but sadly it wasn't like that this time. Why?
Logo in orange colour – is it really controversial?
I was a member of a group working on a design of a logo. It was on an initial phase. Brainstorming, exchanging concepts, quick thinking, throwing ideas. She came by and told us what she thought about our project. It didn't matter what the logo supposed to represent (sic!). It wasn't important that it was just a sketch, concept, first proposal. What mattered was the color of it. The forbidden orange color. She said, quote:
I hate orange. It is an awful color to work with, the worst choice particularly for a logo. I can't compose it with nothing else then gray or white. It looks bad on every background.
This shocking statement coming from a professional? The comment was at least jaw-dropping. I was paralyzed with the absurd of these words. How come orange in general is a bad – even the worst – choice for a logotype?
Let's try to think it through…How terrible could it be? Imagine a logo in orange colour.
Here are some examples of logos which use or are totally based on the ‘horrible' orange color:
Well-known and totally recognizable ones, aren't they? Why some of the biggest, greatest companies on earth have chosen such a ‘terrible' color for their logos?
Yes, you are right and you got me: orange is not a bad choice – on the contrary – it is a good one. Let me give you 5 reasons why this vibrant color is a great choice for a logo, if not the greatest.
1. Orange is a fundamental color
It is one of a fundamental, well-known, recognizable colors. If you are asked to name some colors, you will think about it soon. Even children learn about it in kindergarten.
2. Orange stands out
Yes, it is that simple. The attraction of attention is something priceless for every company. This is why it is used for road signs, for call to action buttons and more. Let's find out what specialists of psychology and marketing from the Logo Company say about it:
[…] Orange Doesn’t Hold Back. Orange is a color that doesn’t let anyone pass by without taking a look. It stands out in a crowd and sends a message that says, “I’m not afraid to be the center of attention.”
Source: the Logo Company
3. Orange is energetic
From a psychological point of view it is a right choice if you are searching for something that symbolizes fun, enthusiasm, energy, extravagance and warmth. It connects with joy, passion, youthful and happiness. It just feels nice. What's not to love about it?
4. Logo in orange colour works with white and gray and not many more colours
Orange is a strongly contrasting color. It won't work with many other colors. It isn't going to be easy to compose it with every possible background or landscape. Fortunately that's an advantage! The main aim of a logo is to stand out, to be seen, right? Thus, being contrasting is a great value.
5. Orange is popular, familiar and it's everywhere
It surrounds me. It is on a cover of Tim Ferris book, in Garmin Forerunner 310XT details and it is a color of hubs in inline speed skating MPC wheels set lying on my desk. Literally, it is all around me…and all around you.
To sum up, there are plenty of reasons working on a behalf of orange color in design. Moreover, you should be always aware of that your opinion may be subjective and it is right to go beyond your own point of view while designing. Logo is for everybody. Keep your mind open.
I want to add something at the end of this post, which is not directly connected with a main topic of it. It is my first real post here and it feels awesome to be able to share my daily dose of weird encounters with you. What a relief…:)
Tell me what are your experiences? Have you ever heard from a specialist something so wrong, so untrue that it almost hurt? Last but not least, would you use orange for a logo?