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COLOUR FOR LOGO DESIGN: YELLOW

The Print Ad titled FINGER was done by Mccann Erickson Advertising agency for product: Yellow Pages (brand: Paginas Amarillas) in Chile. It was released in the Feb 2007. Business sector is: Commercial public services.

Moving from the previous post about red and orange, it is time to look at colour YELLOW.


LOGO IN YELLOW


YELLOW is associated with sun and warm. It communicates optimism, positivism, happiness, light and warmth. It also evokes cheerfulness, fun, and youth. It has been scientific proven that certain shades motivate and stimulate creative thinking, focus and energy.

Yellow is a high visibility, eye-catching colour. The eye sees bright yellows before any other color, making them great for point-of-purchase displays. For example houses with yellow trim or yellow flowers displayed in the garden sell faster.

“Hard colors (red, orange and yellow) are more visible and tend to make objects look larger and closer.  They are easier to focus upon.  They create excitement and cause people to over-estimate time.” - Color Psychology: Meanings and Effects of Colors

Yellow works extremely well when used as a detail on darker backgrounds, especially blue. Proper combination of these two colours can create very high contrasts – higher than black and white. The similar situation happens with combination of yellow and purple, which is a complementary colour to yellow.

Black and yellow work well for industrial and constructional themes. However, yellow combined with orange and light green makes very fresh, citrus and fruity tones.

Energetic, sunny yellow is often associated with children, play, easiness and carefreeness. This is why it is not very effective colour for any financial professions, and money related businesses.

In auto and transport business it is strongly connected with sports cars, taxis and school bases.

In European culture it is a colour of jealousy, egoism and even betrayal. In China it represents royalty and respect.

Because of its intensiveness yellow is difficult and hard colour to work with. Yellow text placed on clear, white background is extremely uncomfortable for eyes to read. This is why to create ‘yellow logo’ it is required to introduce at least one more other colour into the design.


WHO HAS A YELLOW LOGO?


Recent marketing studies indicate that ‘yellow’ is often chosen as colour for logo design by:

1.   TELEPHONE DIRECTORIES

2.   COURIER SERVICES

3.   CHEQUE CASHING SERVICES

4.   SUPERMARKET CHAINS

5.   ESTATE AGENCIES / PROPERTY DEVELOPMENTS

6.   INDUSTRIAL POWER TOOLS MANUFACTURERS

7.   PETROL SUPPLIERS

8.   SPORTS CARS MANUFACTURERS


KEY ASSOCIATIONS:

LIGHT / SUN / SOLAR / CHEERFULNESS / SUMMER / FRESH / YOUTH / FUN / ENERGY


SUCCESSFUL ‘COLOUR LOGOS’ ALREADY ESTABLISHED ON THE MARKET:


yellowpages

Yellow Pages – a telephone directory

yellowcouriers

Yellow Couriers – courier company

dhl

DHL – providing international express mail services (originally standing for Dalsey, Hillblom and Lynn) is a division of Deutsche Post

wu

Western Union – a leader in global payments and financial services WU is a fast and reliable way to send and receive funds all over the word.

nu

Norwich Union – the biggest life insurance provider in the United Kingdom, and has a strong position in motor insurance

moneyshop

The Money Shop – a financial services – unsecured Loans and pay day loans

paypoint

PayPoint plc – British business offering a system for paying bills in the United Kingdom and Republic of Ireland

morrisons1

morrisons2

Morrisons – British supermarket chain

netto

Netto – a Danish discount supermarket operating in several European countries

otr

OnTheRun – Canadian convenience store company

md

McDonalds – fast food restaurant

subway

Subway – an American restaurant franchise

savills

Savills – real estate agency

ikea

Ikea – international home products retailer

stanley

The Stanley Works – Stanley Black & Decker (formally known as The Stanley Works) is a manufacturer of tools and hardware and provider of security products and locks headquartered in New Britain, Connecticut

dewalt

DEWALT – industrial power tool company

snickers

Snickers Workwear – Snickers Direct are official distributors of Snickers Workwear in the UK

cat

CAT – Caterpillar Safety Footwear – supplies one of the largest and most competitive ranges of safety boots and safety shoes available in the UK

ng

National Geographic – the official journal of the National Geographic Society

ngkids

National Geographic Kids – National Geographic Kids magazine

nos

NOS – nitrous oxide systems specialists and kits suppliers for motorcycles, cars and bikes.

pirelli

Pirelli – produces tires for various types of vehicle

goodyear1

Goodyear – manufacturer of car, truck, farm, racing, ATV, aviation, and OTR tires.

jet

Jet Brand – retail fuels and lubricants

shell

Shell – global group of energy and petrochemicals companies

pennzoil

Pennzoil – manufacturer of automotive, commercial, industrial, and marine lubricants.

ferrari

Ferrari – an Italian sports car manufacturer

lotus

Lotus – a British manufacturer of sports and racing cars based at the former site of RAF Hethel, a World War II airfield in Norfolk

brscc

British Racing & Sports Car Club – is one of the major organisers of motorsport events in the United Kingdom


WHAT THE FAMOUS GOLDEN ARCHES IN McDONALDS LOGO STAND FOR?


“McDonalds logo was created by Jim Schindler in 1962 and the idea was first introduced by Dick and Mac McDonald as arch shaped signs on the sides of their then ‘walk-up hamburger stand’. From an angle, those arches looked like the letter “M” and thus, were incorporated in the McDonalds logo as a merger of the two golden arches together. The “McDonald’s” name was later added to the McDonalds logo in 1968. While the physical arches were dropped out from all the restaurants’ building design, The Golden Arches have remained in the McDonalds logo, and have branded the company.” – Logo Blog


Thanks for taking the time to read. Any thoughts/ comments will be much appreciated. If you can’t find the information you’re looking for, get in touch and I’ll do everything I can to help.

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One Response to COLOUR FOR LOGO DESIGN: YELLOW

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