Ever wonder why brands such as Adidas, Nike, Burberry and Coach have black coloured logo? Well, we might just think that because these brands are already well-established, so regardless of the colour they painted on their logo, people who know them will know them. But it is more than meet the eye. For branding purposes, black emanates different feelings within people based on their usage.
According to colour psychology, black represents the colour of elegance, luxury and upscale fashion. In the realm of fashion, black is a timeless classic that looks sophisticated. Black is always in style, whether it’s a shirt, black pants or even a dress. Black attires have always been worn in formal event such as weddings or formals parties. In the fashion industry, many luxury brands use black as their primary colour as it is in line with the concept of timeless elegance and it is easily paired with other colours, even as the season or the trends change.
Black is also a colour that symbolises strength. Black is a solid colour, giving off a vibe that is it strong, bold and hard. This is especially true is many sports brands. Looking at the theory of black, this may be to show strength. In many occasions, athletic brands want to stay neutral with their core logo so they incorporate the uses of other colours in their ad campaigns or seasonal clothing lines.
Lastly, black in logo and branding exudes simplicity, and neutrality. Long before many things are digitised, black is the cheapest colour to print. After technology took over, this is not even a consideration. Yet, many brands still retain black as their primary colours in their logo. Black has always been the ‘default’ colour, and can even be considered low-budget if done incorrectly. Black on white background is highly visible and readable, so it is still the most common choice for books and newspapers.