Colors In Brand Identity – The Power Of Red


Did you know that we start learning color associations from a very young age? I can remember mixing paints in kindergarten and being awed  as I mixed blue and yellow turning to green….mixing red and yellow turning to orange. Pretty cool huh? I never imagined that color would play such a big part of my career later on.

We can’t deny the power of colors….it is the soul illustration of life on earth! Colors can define the mood of a person and can also create a specific aura or energy in the atmosphere. COLOR….communicates instantly.

In Graphic Design, color is one of the most effective and least expensive ways to convey a message or get a viewers attention. Even before the viewer has read and understood the text, the color scheme has conveyed something on a subconscious level.
Now THAT is incredible!

IMPORTANT  FACT: Research has reinforced that 60% of the time people will decide if they are attracted or not to a message based on color alone.
IMPORTANT FACT: Color increases brand recognition by up to 80%.

Just knowing these two facts should be enough. The color choice for a logo and marketing materials for a business is important to the messages they want to convey to their audience.


RED-LOGOSNow let us look at the color RED!

“Red is the first color of spring. It’s the real color of rebirth. Of beginning”  ~ Allie Conde ~

Red is the second most favorite color in the world. It is very intense and defines many emotions and moods.

I have gathered some logos that use RED their brand identity statement. Other popular brands that use red for their logos are Verizon, CNN, You Tube, Toyota and a boat load of  of fast food restaurants.

Each one of these companies chose red for their own reasons, but if you are wondering what color is the best choice for you brand identity here is a list of associations connected to RED;

  • Love
  • Passion
  • Desire
  • Intensity
  • Heat

Red is bright and eye catching!

Does that mean everyone should use red for their logos? Absolutely not!
There are also negative associations with the color red.

  • Danger
  • Anger
  • Anxiety
  • Blood, War & Violence

The color red can make you or break you.

There is really not a clear set of guidelines in choosing colors for your brand identity. It is all in the context that you use them. Does it match your brand’s personality?

Perhaps the most powerful brand that dominates the color RED is Coca Cola. The red logo alone didn’t make it the powerful brand that it is. The color red with the positive association of love and desire along with a powerful marketing message and story built the brand.

My first memories and associations with the Coke brand is the 1971 Hill Top COMMERCIAL. It didn’t take long for me to watch, connect and sing along.

“I like to buy the world a home and furnish it with love………………….”

It starts off with one person singing, then shows more and more people of all races standing together singing about Love, perfect harmony…… isn’t that what we all desire?

Yes, color communicates instantly! But it also must be congruent with the personality of the brand and the message it wants to send. It is the totality of all great things working together…… It’s the real thing!

Would you like to control how the world views your brand?
Nakano Designs specializes in brand Identity and the design journey. It is my passion and desire to help you with yours!!!!
I can be contacted through email : or by phone: 816-355-0101.
Lets get this done!!













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