Infographic: How Agencies Use Color in Their Logos

Blue is an incredibly popular choice, but why?

Global creative platform 99designs analyzed thousands of logos created on its site, as well as the logos of industry leaders. Animation: Raquel Beauchamp
Headshot of Sammy Nickalls

[cm_tooltip_parse][/cm_tooltip_parse]The dominant color in an agency’s logo may seem like a trivial matter compared with the shop’s mission, goals and ideal clientele, but make no mistake: It matters.

Global creative platform 99designs analyzed thousands of logos created on its site, as well as the logos of industry leaders, to break down prioritized brand traits and how they’re expressed through color. It turns out that some colors are considerably more popular than others—most notably, blue (43 percent of 99designs’ customer logos and 27 percent of industry leaders’ logos).

“Given its versatility, blue is the most popular choice for a very good reason,” said Dan Strougo, global director of agencies, 99designs. “From the friendliness and trust associated with lighter shades to the authoritative professionalism of darker blues, these traits are a great fit for an industry ultimately responsible for shaping the image of other companies and brands.”

This story first appeared in the October 8, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
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