In the previous post, we talked all about colors and the color combinations that would work best in creating a logo. This time, however, we will talk about a color choice that is usually overlooked: black and white. Apparently, there is much more to this color combination than meets the eye.
A Popular Choice
Despite the wide variety of colors that you can choose from when making a logo, black remains as one of the most popular choices. In fact, studies show that black is just second to blue as the most frequently used color in identity and brand design. Interestingly, the color black is even more frequently used than yellow, orange, red, green, and purple.
Psychology of Black
Why is black the color of choice among numerous brands? One reason is the “psychology” behind it. Black symbolizes the attributes of elegance, wealth, and sophistication. Imagine a black tuxedo or a black limousine, for example. Consider Apple, one of the most popular brands in the world today. In 1998, they replaced their rainbow-colored “apple” logo with a simple, black or white one. Today, it also appears as a fancy greyscale chrome effect, and for good reason.
Simple, Yet Flexible
Why does a black and white logo work? For one thing, it it simple, yet flexible. A monochromatic logo can be printed anywhere — from pens to caps to coffee cups — and still be recognizable (as well as cost-effective). It can be printed as a black logo on a white background, or vice-versa. What’s more, a monochromatic logo works well on various platforms, as it can stand out even in the color-rich backgrounds of social networks like Facebook and Twitter.
From Multi-Color to Monochrome
What if you are already using a colorful logo? You might be thinking, “The colors work, anyway, so I don’t need to think about black and white.” You couldn’t be more wrong! There are situations where a monochromatic logo is the better choice. As mentioned earlier, printing in one color is more economical, especially when you are planning to print in bulk (e.g. invoices, newspaper advertisements, purchase orders, promotional items). There are also places where you simply cannot use color, such as faxes and checks.
Now that we have talked about the simplicity, flexibility, and other positive attributes of monochromatic logos — should all logos, then, be transformed into black and white? Not at all! However, you should still be open to the idea, especially since monochromatic logos are very versatile.