Everyday the consumer is inundated with countless logos, aimed to transmit a slew of subconscious messages. Because a logo may only have a second to tell a story, creating one can be one of the most difficult aspects of branding a business. If effectively crafted, a logo can establish the right tone and positive connection with customers. 

Although certain colors do broadly align with specific traits, (i.e. pink with girly, red with warning, and purple with sophistication) nearly every academic study on color and branding will state that it is more important for a brand’s colors to support its desired personality instead of trying to align with a specific color association.