Proper Colour Palettes & Branding Tech Logos

​In today’s highly competitive business landscape, building a distinctive and recognisable brand identity is essential to success. A strong brand identity is an effective tool for capturing the attention of potential customers, increasing brand awareness, and establishing trust and loyalty. One of the significant components of building a strong brand identity is creating a memorable logo. An integral part of designing a logo is selecting the right colour palette that aligns with the brand’s vision and values.

​The mere mention of the illustrious tech company Apple evokes a distinct mental image of a grey-toned, partially-consumed apple adorned with a petite, grey stem. Such a mental picture is often associated with notions of luxury, opulence, and perhaps even a hint of avarice. Similar mental images and associated emotions are commonly elicited by other brands, such as Google, Samsung, McDonald’s, and Starbucks.

​You may have pondered the reasons behind this phenomenon of such brand recognition, which lies in the fact that consumers across the globe can identify and relate to different brands simply by glancing at their respective logos. Furthermore, frequent exposure to these colourful logos plays a pivotal role in establishing a solid brand identity in the minds of consumers and is known to influence their purchasing decisions significantly. This practice of creating a brand identity through logos, accomplished via the implementation of a colour palette that harmonises with the brand voice, is a crucial aspect of successful marketing and positioning.

​Let us go through an in-depth analysis of how one can harness the power of colour combinations to design a logo for their tech brand, which in turn would facilitate the creation of a robust brand identity and foster trust among their target audience. Read on to know more.

The Importance of Choosing a Proper Colour Palette

​Choosing a proper colour palette for your brand logo holds immense importance as it plays a pivotal role in conveying the desired brand message and distinguishing your brand in a crowded marketplace. To create a compelling brand identity that effectively communicates your brand values and connects with your target audience, it is essential to consider the colours utilised in your logo design meticulously. Therefore, comprehending the crucial role of colour selection in crafting a successful brand identity is imperative.

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What is Brand Motto?

​A brand’s motto is a short expression that communicates the brand’s value and its offer to the target audience. Brand mottos can be written as a slogan or tagline that helps create an impact on the audience and can even raise emotions in them. Periodic repetition of a brand motto in the form of a slogan or tagline helps people identify the brand and also helps in building trust for the brand. The same stands true for brand logos.

​Nike’s monochromatic black “swoosh logo” and “Just Do It” tagline provides an easily recognisable brand identity for customers. The use of neutral black in both the logo and tagline evokes emotions of strength, power, and readiness in the minds of customers, making them feel more inclined to take action. Additionally, the choice of black implies inclusivity and appeals to a wider audience, thereby enhancing the brand’s visibility and reach.

​Google and Microsoft use a colour combination of red, blue, green, and yellow. This fusion represents their wide variety of product offerings and all taps into audiences of all ages and genders. These colours also go well with the company’s brand mottos.

Keeping this in mind, you must first define your brand motto and then communicate it properly using the correct colour palette that best supports it. Once you have decided on your brand motto, you can use the following colour guide to pick colours that best align with your motto and create a unique colour palette catered to your needs.


​The colour induces feelings of danger, urgency, excitement, and impulse. This can help brands generate immediate action and also create a lasting brand image. Brands like Netflix and YouTube are the most common examples of red logos.


​Brands with blue logos induce a feeling of calm, trust, tranquillity, and faith in the minds of their consumers. Think about logos of popular social media platforms Facebook, LinkedIn, and Twitter all have a blue logo mixed with white. You, too, can use this colour palette to build a logo for your tech company and generate similar feelings in your customers.


​The colour represents feelings of positivity, light, warmth, and hope. This easily makes yellow the best colour for logo design and branding. The most popular examples of yellow logos include Mailchimp, Snapchat, McDonald’s, and many more.


​Brands with orange logos have a playful, exuberant, and vital feel to them. Orange also induces a sense of urgency without significantly alerting the consumer. Famous brands with an orange logo include Fanta and HubSpot.


​The colour evokes an environment-friendly, happy, and safe vibe. Green also signifies money and prosperity and can be used to invoke a feeling of growth in your customer. Examples of brands with green logos are BP, Starbucks, and ACER.


​The colour emits a feeling of royalty, wealth, and power. This makes purple the best colour choice for high-end products. Tech brands with a purple logo include FedEx and Yahoo.

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Determine Your Brand Voice

Once you have figured out your brand motto, it is time to consider your brand voice. This entails how you communicate with your brand to build a solid foundation and trust. It would be best if you had a precise understanding of the message you want to deliver with your brand voice to be able to communicate your value with a top-notch brand voice for the best results. Keep in mind the following points while building a unique brand voice.

Understand your target audience:

​In order to create a brand voice that resonates with your target audience, it is essential to first identify this audience. They are the specific group of people who would benefit the most from your product or service. Once you understand your target audience precisely, it is time to craft a brand voice that speaks directly to them. To do so, consider asking yourself the following list of questions, which can help you define and refine your brand voice to better meet the preferences and needs of your brand’s target audience.

  • Who are your customers?
  • What promise are you making to them?
  • What values does your brand uphold?

​Once you have answers to these questions, defining your logo’s colour palette can become easier. If we take age, for example, statistics show that designs with neon colours and bold hues like red, yellow, purple, blue, and white attract young adults. You can easily find brands like McDonald’s, Facebook, Twitter, and Instagram using a colour palette in a combination of these colours.

Define your brand personality:

​To form a distinct brand voice, it is essential to define a clear brand personality that reflects the human characteristics associated with your brand. To accomplish this, it is crucial to understand the target audience persona and their traits. A list of questions can help you create a crystal clear brand personality that resonates with your audience. Ensure to keep your target audience in mind while answering these questions.

  • Are they masculine or feminine?
  • Are they playful or serious?
  • Are they sophisticated or simple?
  • Are they loud or calm?
  • Are they young or mature?

​Brands whose target audience has a feminine, young, playful, and sophisticated personality tend to prefer logos made from colour palettes that include hues of red, orange, yellow, green, and blue. Examples include Twitter, YouTube, Netflix, and Headspace.

​On the contrary, target audiences with a masculine, mature, serious, and simple personality type tend to gravitate towards colour palettes from shades of purple, pink, brown, black, white, and grey. Examples will include brands like Apple, Notion, and Yahoo.

Create a brand voice chart:

​A brand voice chart is a tool that outlines the key characteristics of your brand voice and personality. This can include tone, language, and style and help tremendously while communicating your brand message to your audience.

​One of the most significant advantages of creating a brand chart is that anyone who works for your company can refer to this brand chart and help you in creating content and derive data best suited to your target audience’s needs. Creating a brand voice chart early in the marketing campaign helps form and run a smooth marketing plan that will work for your brand.

Analyse your competition:

​Since competitors have already gone through the entire process of branding and marketing, analysing their statistics and strategies to form your brand voice can be super helpful.

​It would help if you analysed how they work to promote their brand while creating a clear brand identity. Not only will this help in creating a unique brand voice it will also help you set yourself apart in the diverse competition.

Test and refine:

​Once you have created a brand voice and a distinctive personality and merged them to form a brand voice chart, it is time to test it. You can run beta tests on your logo and analyse the response before going headstrong into production.

​As you create content, you can keep testing and refining your brand voice to ensure it resonates with your target audience. Use analytics and metrics to measure the effectiveness of your brand voice and make adjustments as needed.

Colours that Work Well for Different Factors?

​Selecting the right colour palette is essential to create an influential brand identity that resonates with your target audience. A brand’s colour scheme influences how customers perceive it and affect their buying decisions. To help you choose the best colour palette for your brand while considering factors such as brand personality and voice, we have compiled a list of examples that illustrate these points effectively. Read through our list of examples that explain the above mentioned factors better and assist you in selecting the most suitable colour palette for your brand.

Colours that Work for Youthful Consumers vs. Matured Consumers:

Vibrant hues such as yellow, red, and blue tend to captivate the attention of youthful clientele, whereas more neutral colours like black, grey, and white appeal to discerning mature customers. Take McDonald’s, for instance, with its youthful yellow and red logo, which effortlessly attracts a vast young audience. In contrast, brands like Dell and Apple sport a sophisticated grey emblem that resonates powerfully with a more mature demographic.

Colours that Work for Male & Female Demographics:

​Women are naturally drawn to an array of captivating hues such as purple, red, pink, and yellow, while men exhibit a preference for more grounded tones like black, brown, blue, and green. Notable exemplars of the former include Instagram, Yahoo, and Mozilla Firefox, whereas Twitter, Intel, and Samsung embody the latter inclination.

Colours that Work for a Playful Company vs. a Serious Tech Company:

​Energetic and playful vibes are evoked by colours such as pink and purple, while a more neutral palette consisting of black, grey, and white exudes a sense of sophistication. Yahoo, Instagram, and HP exemplify the former, while Apple, Dell, Sony, and Toshiba perfectly showcase the latter.

Colours that Work for Classic Tech Brands vs. Modern Tech Brands:

​Modern customers find resonance in vibrant shades such as red, blue, and yellow, while those with a more traditional inclination gravitate towards timeless tones like white, black, grey, and even brown. Leading tech giants like Google and Microsoft incorporate multiple colours like red, blue, and yellow in their logos, while classic tech brands like Apple, Amazon, and Sony rely on the timeless appeal of black and white in their marketing endeavours.

Colours for Loud vs. Subdued Brand Energy:

​Vibrant shades like red, orange, and yellow effortlessly exude a high-energy aura, as exemplified by the tech brand eBay. On the other hand, blue and white symbolize tranquillity and a more subdued atmosphere, showcased by esteemed brands like Samsung and Intel.


Let us now quickly summarise all you need to know before finalising the colour palette for your tech logo brand.

Consider your target audience:

​Always choose a colour palette keeping your target audience in mind. Ask questions regarding their age group, gender, and preferences before finalising which colour palette to choose. Go bright spring colour palettes for the younger audience. For a mature audience choosing warm and neutral colours like a design with brown colour is a great option.

Consider the values and personality of your brand:

​Pick a colour palette that aligns with your brand personality and delivers the message of your core brand values. Choosing colours like red, orange, and pink delivers a message of speed and urgency, while choosing colours like green can impart a statement of wealth and prosperity. Apply the concepts of colour theory while finalising your brand colour palette.

Consider the industry and competitors:

​Learn and apply the tactics and strategies of industry experts and competitors. You can always pick a similar colour palette as that of your competitor though it is wise not to copy it completely.

​For example, choosing a brand logo with a combination of blue and white can help you leverage the existing brand trust that many popular brands already have in the customer’s minds.

Keep it simple:

​Maintaining simplicity when choosing a colour palette for your brand logo is crucial. Adding too many colours can lead to confusion and detract from the overall visual impact. Therefore, it is advised to limit the palette to a maximum of three or four colours, which not only keeps the logo visually appealing but also aids in memorability.

Bonus Tip:

​Using the finalised colour palette across various platforms, such as content marketing, social media, packaging, advertising, and more, can establish a consistent and recognisable brand image. The repeated application of the colour palette can increase brand awareness, foster a sense of trust and positively influence purchasing decisions. Employing a consistent colour palette in brand building is a vital aspect of promoting a strong and lasting brand identity.

Common Mistakes to Avoid

​To select the optimal colour palette for your tech brand, it is important to avoid certain common mistakes that can hamper the effectiveness of your branding efforts. Here are some prevalent mistakes to avoid while deciding on a colour scheme for your tech brand.

Choosing a colour scheme that is too similar to competitors

​Although seeking inspiration from competitors can be helpful, duplicating their entire colour palette is a detrimental approach. Such actions can lead to allegations of plagiarism and negatively impact the brand’s reputation. Instead, it is best to focus on the core colours used in the competitor’s logo and create a distinctive brand identity by utilising different hues and shapes in the design process.

Using too many colours in your palette

​The human eye loves and appreciates a blend of colours; however, adding an excess of colours can lead to confusion. This principle also applies to logo design, where it is advisable to limit the colour palette to three to four or a maximum of five colours. Using  neon colours in the colour scheme can also be an effective option for creating a visually appealing logo design.

Ignoring the impact of colour on your brand’s message

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​While we recognise that not everyone may be well-versed in the complexities of colour theory as they pertain to branding and marketing, we encourage you to acknowledge the significant impact that colours and colour combinations can have on your brand messaging. Utilising this understanding can help your brand to differentiate itself in a crowded market and establish a solid and memorable brand identity.

Conclusion: The Power of Colours in Branding for Tech Logos

​As we have seen, colours have the ability to make or break a brand. They not only add value to your brand logo but also play a vital role in building brand recognition and awareness across all marketing platforms. By keeping in mind the factors discussed above, you can choose the right colour palette for your tech brand logo and harness the power of colours to boost your sales and revenue.

Rahul Shevde

Rahul Shevde

​Coming from India with significant agency experience. Working at Performics India (Publicis Groupe) gave him the opportunity to involve in diverse SEO campaigns from Finance, Graphic Design, E-Comm & Ed-Tech space. Rahul is interested in graphic design software and free graphic design templates. The Design Wizard instruments he uses most of the time are: Add Text To Image Online and Youtube Video Maker.