If you have been in business for a while it might be time to consider a rebrand. Of course, if you’re in tune with your core demographic and crushing sales targets this doesn’t apply to you. On the other hand, if you are struggling to penetrate a market or things have just fallen flat a rebrand could inject some much-needed new life. Rebranding can be resource and time-intensive so the decision to rebrand shouldn’t be made in a rush. If you do decide to rebrand color decision is a key consideration. This article will provide some tips and guidance on how to choose the right colors for your rebrand.
What’s Your Revised Mission and Vision Statement? The purpose of a rebrand isn’t just to launch a new logo and graphic design art. A rebrand should be driven to better align you with your target audience, whether you were never aligned properly from the beginning or if you are pivoting into a new segment. The very first step is to revisit your mission and vision statements. If you don’t have them in place now is the perfect time to craft those essential statements. Once you figure out your direction, core demographic and overall message you can then dive into redesigning your logo and choosing your new brand colors.
Color Meaning Each color conveys a different message. That’s why the first step of figuring out your message is so important. Here are some of the most popular branding colors and their associated meanings:
Blue – Blue is one of the most popular brand color choices, especially in sectors like finance and technology. It conveys confidence, wisdom, loyalty, and intelligence.
Red – Red is a really bold color and effective at grabbing attention. This color communicates passion, power, determination, and strength.
Green – This color symbolizes growth, fertility, freshness, and nature. This of the course is a popular color choice for organic products and services.
Purple – Purple is a bold color like red. This color isn’t used as often as a primary branding color but can be very effective. It conveys nobility, luxury, and ambition.
Yellow - Yellow is a bit tricky to use as a primary branding color but executed in the right way can be very effective. The message is joy, happiness, energy, and intellect.
Black – Although black isn’t technically a color it’s a very common choice for brands that want to convey elegance, formality power or mystery.
White – The counterpart of black, white is an effective tool when used with negative space and a primary color. White stands for purity, cleanliness, faith, and innocence.
Try a free tool like GraphicSprings to see what your new logo would look like in those different colors.
Matching Your Colors Once you choose your primary color it’s time to find complimentary colors. You can use those in your logo as well as accent pieces across your brand assets like your website, social media posts, brochures, merchandise, and in-store signs. If you aren’t trained in design it can be challenging to find the right color(s) to pair with your primary brand color. Free tools like Colors make it easy. You can enter your primary color hex code and then get various color scheme recommendations in seconds.
Gather Feedback to Make a Final Color Scheme Decision Now that you have a primary and some complementary colors in place it’s time to get some honest feedback. You can start by gathering feedback from family and friends. To expand to a more unbiased circle start surveying stakeholders like potential customers, business partners, etc. Once you have exhausted that avenue you can scale your survey by using a tool like Google Surveys. Create a survey, upload a few variations of your logo showcasing the different colors, set the demographic and then publish the survey. Google charges a fee per response. If this helps you nail the perfect rebrand colors this is money well spent.
Rebranding your business is a big undertaking as it requires a complete update of all of your brand assets from website to business cards, social media accounts, merchandise and more. Making sure you choose the right colors for your new logo and overall rebrand is crucial. After all, you don’t want to go through all of this effort only to launch a revised brand identity that doesn’t connect with your audience. If you follow the tips highlighted above you can be confident in your color choice and proudly launch your new and improved logo and other brand assets.