Choose brand colors by starting from your strategy, not your favorite color. Decide what your brand should feel like, look at which colors your competitors already own, pick one or two signature colors that set you apart, then build a supporting palette and test it on real applications like packaging, your website and social media.
1. Start with the feeling
Go back to your brand personality. Calm and trustworthy? Bold and energetic? Warm and premium? Write down three words, then look for colors that express them.
2. Look at your competitors
If every competitor uses blue, another blue makes you invisible. In crowded categories, a different color can be the fastest way to be remembered.
3. Pick a signature, then a system
Most strong brands are recognized by one or two signature colors. Add neutrals for text and backgrounds, and a few supporting colors for flexibility.
For Legacy Events, gray, soft white and deep black create a calm, professional base, while lime green brings energy and highlights key messages. For Florevita, a beauty brand, gold, brown, black and white work alongside marble textures for a warm, premium feel.
4. Check that it works everywhere
Test your palette on screen and in print, on light and dark backgrounds, and for readability. Make sure text has enough contrast, and get exact values for print (CMYK or Pantone) and screens (HEX and RGB).
5. Consider culture and context
Colors carry different meanings in different markets. If you sell across the Gulf, Europe and the US, check that your palette feels right in each.
Common mistakes
Too many colors, choosing colors before strategy, copying a competitor and never writing down exact values, so every printer and designer uses a slightly different shade.
Want colors that mean something? Every identity we design starts with strategy. Tell us about your brand.
