Choosing the Right Colors and Shapes for Your Company

Colors and shapes are important parts of a company's visual identity. They appear in logos, websites, signs, packaging, printed materials, apparel and promotional products, helping create a recognizable look across different forms of communication.

There is no single color or shape that is right for every business. The best choices depend on your company, audience, industry and the image you want your visual identity to communicate.

Start With Your Company's Personality

Before selecting colors or shapes, consider how you want your company to appear to customers. A business may want its identity to look traditional, contemporary, energetic, sophisticated, friendly, technical or playful.

Your visual choices should support that overall identity rather than simply following a current design trend.

Choosing Company Colors

Color is one of the most noticeable elements of a visual identity. Companies often select a primary color or combination of colors that can be used consistently with their logo and marketing materials.

Consider how those colors will look in different applications. A color combination that works well on a website may need to be adapted when printed on paper, embroidered on apparel or reproduced on a promotional product.

Think About Contrast and Readability

Attractive colors are only useful if people can clearly see and read the message. Good contrast between text, logos and backgrounds can make company information easier to recognize.

This becomes particularly important when artwork is reduced to fit smaller items such as pens, keychains and other promotional merchandise with limited imprint areas.

How Shapes Contribute to a Logo

Shapes can help give a logo structure and character. Circles, squares, rectangles, triangles, curves and other forms can all be incorporated into a company's visual identity.

Rather than choosing a shape because it is supposed to create a particular reaction, consider whether it complements the company name, artwork and overall design. A strong logo should remain recognizable when used in different sizes and applications.

Keep the Design Practical

Detailed artwork may look impressive at a large size but become difficult to reproduce when reduced. Fine lines, very small lettering and complicated color combinations can present challenges on certain products.

A versatile identity should work in several formats and sizes. Consider how your logo will appear in full color as well as in applications where fewer imprint colors may be available.

Consistency Builds Recognition

Once company colors, typography and logo elements have been selected, using them consistently can help create a unified appearance. Customers may encounter your business through your website, advertising, packaging, signs, uniforms or promotional merchandise.

Keeping the basic visual elements consistent helps connect those different encounters with the same company identity.

Colors and Logos on Promotional Products

Promotional products come in many different materials, colors, shapes and sizes. When selecting merchandise, consider how the product itself will work with your company logo and colors.

A logo that looks good on a white background may appear differently on a dark-colored product. Available imprint areas, decoration methods and color options also vary from item to item, so review the specifications for the individual product before ordering.

Choose What Fits Your Brand

Colors and shapes should support your company's identity rather than define it by themselves. A clear, practical design that represents your organization and can be used consistently is more valuable than trying to find a supposedly perfect color or shape.

When developing or updating a visual identity, consider how all of the elements work together: company name, logo, colors, typography, shapes and the applications where the design will appear.

Your Logo on Promotional Products

Garrett Specialties has been helping businesses and organizations customize promotional products for more than 30 years. Our selection includes merchandise in many different colors, styles and shapes for trade shows, company events, customer appreciation, employee programs and other promotions.

If you need assistance selecting promotional products that work well with your company logo and colors, call Garrett Specialties at 1-800-320-1510.