Brand Guidelines
Once you’ve established what your brand promise and brand values are, the next step is to set up your brand guidelines. These will include items such as fonts, graphics, colors, logos and design elements that will help your brand stay consistent across all platforms.
If your brand were a person
…what colors would it wear? Creating a color palette is like choosing an outfit for your brand that communicates your brand values, voice and identity.
Hero colors set expectations
…and secondary colors complement and support your position. Aspects of color communication varies by palette. This is where shades, hue, saturation and the entire spectrum of color relationships come into play.
Examples of Color Communication:
Red
| Energy | Passion |
| Aggression | Action |
| Dominance | Survival |
| War | Increases respiration |
| Danger | Leadership (via power) |
| Determination | Anger |
| Strength |
Blue
| Inspiration | Creativity |
| Wealth | Confidence |
| Power | Loyalty |
| Prestige | Good at listening |
| Trust | Sadness |
| Dependability | Problem solver |
Green
| Natural | Hopefulness |
| Soothing | Security |
| Restful | Calm |
| Go | Strategic |
| Stability | Leadership |
| Endurance | Family-oriented |
| Growth | Renewal |
Know your audience
Throughout any discussion around branding, one of the key talking points is “know your audience.” When it comes to colors, keep in mind that cultural and demographic factors shape how colors are perceived.
Design Isn’t Decoration. It’s Strategy.
Using color in an intelligent way helps people understand your brand faster. When your colors match your message, your brand feels more clear, consistent, and trustworthy. Whether you’re evolving your brand or starting fresh, keeping colors modern helps your brand stay relevant and easy to recognize.