When planning your company’s logo and design, you’ll want to match the primary color you’ll be using to the “look and feel” of the overall company mission and culture. Color choice is no accident, and is a part of your message as much as words and images are. In fact, the first thing people will notice about your company is the logo – and what colors you are using to represent your values and the desired customer experience.
Today, we’re looking at a color that’s not really a color at all – black.
According to physics, each color on the spectrum has its own specific wavelength. However, black is not a color because it doesn’t have a wavelength. It’s considered the absence of all light. Look at a color wheel – it’s not there.
That doesn’t stop us from doing business and preferring products from companies that have chosen black as the main focus of their logo. We’re going to show you why.
Black is Sophisticated Luxury
Consider being invited to an ultra formal gala – the invitation does not call it a “purple tie event”. It’s Black Tie for the gentlemen and many ladies will be seen in a stunning black dress. For this black tie event, we’ll likely splurge and rent a black limousine. When you pick up a box designed in black packaging, don’t you assume this product is going to be expensive?
Black is universal and radiates timeless elegance; so it’s no surprise that brands like Louis Vuitton, Prada, Bentley, Gucci, Chanel, Coach, Cartier, Versace, and Jaguar count on black for their luxury brand.
Black is Authoritative and Powerful
Do the crayon boxes carry “light black” or “dark black”? No – black is always 100% solid black because it doesn’t have varying tints or shades. The color black is polished and contemporary, and suggests authority, power, and seriousness. The color is strong: it doesn’t back down or fizzle out. We easily relate black with discipline, protection, confidence, and seriousness. For this reason, it is a well-known choice for high end athletic companies such as WWF, Nike, Converse, Adidas, Under Armour, Puma, and Peloton.
Black is Simple and Timeless
A company that’s confident in their messaging and ability to deliver high quality goods will choose black because they don’t need other colors or flashiness. Taking this concept further, black can be shown to demonstrate independence, dignity and seriousness.
The New York Times chooses black because it is timeless and traditional. The color is ubiquitous and will never go out of style.
It’s a neutral and goes with everything. Black is often used to balance brighter colors in a pattern or design and to improve legibility.
This is why American Apparel went with a simple black logo to resonate with the simplicity of its style of clothing.
Black Is Security And Strength
Strong technology brands such as Sony, Apple, Motorola, BBC, ABC, and many more have used black in their primary brand colors for years. Using black in their logo is a nod to modernity, innovation, minimalism and bold thinking.
Since the Timex brand wants to be known for its strength, it chose black for its logo. And we recall its well-known slogan “takes a licking and keeps on ticking”.
The Evolution of the Apple Logo
We know that Apple is one of the world’s most revered and influential companies. Its customer base is loyal without comparison. Like many universally known and successful companies, it welcomed an evolution of their logo design.
The first Apple logo was designed in 1976 by Ronald Wayne, one of Apple’s co-founders. It depicted Isaac Newton sitting under an apple tree. In 1977, Steve Jobs commissioned Rob Janoff to create a new logo that focused on the apple itself, resulting in the rainbow-striped apple with a bite. (The bite was added to ensure the that the shape wouldn’t be mistaken for a cherry). The third iteration came in 1998 and featured a translucent apple in different colors, but this was quickly replaced by a monochrome apple in black or white.
In 2001, the iPod and iTunes were born, and with them came an aqua-themed apple logo, shown in blue or white. In 2007, a metallic chrome apple (in silver or black) appeared to accompany its upcoming aluminum-based products. The logo we know today, which is seen mostly in black is a modern flat design, keeping the look straightforward and complementing its product designs.
As you navigate the kaleidoscope of design possibilities, remember that black isn’t the absence of color—it embodies sophistication, authority, simplicity, luxury, security and strength, enduring beyond trends. No, black is more than just a color; it’s a lasting symbol of power and timeless elegance.