Gentlemen Prefer Blue. So Do Corporations

Back to Expert Advice

When it comes to corporate colors, most large companies take a conservative route. Of the Fortune 100 companies, a solid majority use blue as the predominant color for their logos. The top five colors among these corporate giants are:

• Blue - 58

• Red - 23

• Green - 4

• Yellow - 4

• Black - 3

Even smaller companies prefer blue. Of the top 100 companies in the Inc 500 list of fastest-growing companies, most picked blue for their color schemes, although green makes a much stronger showing among these younger companies. The top five colors:

• Blue - 57

• Green - 15

• Red - 13

• Burgundy - 5

• Purple - 4

It’s not surprising that blue is the favorite corporate color:

Blue conveys strength and stability. It is also associated with loyalty, peace and trustworthiness. Large companies with steady earnings are referred to as "blue chip." Blue is considered a masculine color because men have such a strong preference for it, although the majority of women list it as their favorite as well. Blue is the corporate color of IBM (sometimes called “big blue”), General Motors and GE.

Red grabs attention and gets people to take action. It injects excitement into packaging and point of purchase displays. It can also convey warning (stop signs, brake lights) and eroticism (red lips and nails). When red is deepened to shades of burgundy, it is perceived as rich and refined. Famous red logos include Coca Cola, Johnson & Johnson and Target.

Green is associated with nature, health, youth and growth. A restful color, it suggests safety, stability and endurance. Dark green is associated with money and banking. Pharmaceutical giant Merck has a green logo.

Yellow is highly visible and conveys cheerfulness, energy and spontaneity. Effective for attracting attention, it is often used for food or children’s products. Combined with black, it conveys warning (traffic signs). Famous yellow logos include Disney and McDonald’s.

Purple symbolizes power, nobility and wealth. It is a favorite among women and children. Many men dislike purple. Still, the FedEx purple logo is highly successful.

Orange is highly visible and is often associated with sunshine and the tropics. It is popular among young people (think Cingular and Vonage). When it is deepened to gold, it conveys a sense of prestige and is used to symbolize high quality. Home Depot has the most famous orange logo.

Brown suggests stability and masculine qualities. It is also associated with longevity. UPS features brown and its qualities in both its logo and its advertising. (“What can brown do for you?”)

Black is associated with power, elegance and formality. It also contrasts well with bright colors. United Technologies has a highly recognizable black logo.

White means safety, purity and cleanliness. It is associated with hospitals and doctors. Used in combination with other colors, white makes up a secondary part of many logos.