According to research, blue is most people's favorite color. And it's easy to see why. Firstly, blue is versatile. Depending on how it's used, blue can signify divinity and progress, technology and nature, cleanliness, worldliness, reliability and power. Our oceans and skies make earth the blue planet, connecting it with home and comfort. Its association with constancy and faithfulness reaches back well into the middle ages, as a poem of the late 14th century attributed to Chaucer illustrates nicely:
"To newe thinges your lust is euer kene. In stede of blew, thus may ye were al grene" ("Towards new things your pleasure is always eager. Instead of blue you must therefore wear all green").
This early meaning eventually led to the quintessential Australian phrase "true blue", meaning something like "the real deal".
It's not surprising then, that many companies opt for blue in their logos and marketing. Below are some examples of how and why blue is used so effectively in logos across several industries.
Social Media
One of the most recognizable blue logos in the world today, with well over a billion active users of the network each month, is that of social media monolith Facebook. Using blue for a social network is easily justified: It's popular, for one. Also inviting, worldly and tech-savvy, just as we like our online social hubs. Tweak the color a bit, and you get a conservative, professional look, as LinkedIn adopts. Go in the other direction, and you become playful and approachable, like Twitter. Given its age-old association with security and reliability, the color may even be of subtle help throughout Facebook's regular controversies surrounding user privacy and data security.
These could all have been reasons for Mark Zuckerberg and his team to adopt the color. Or, you know, it might just be because he's color-blind and happens to like blue.
Cars
There's few industries as keen to portray themselves as simultaneously reliable, technologically advanced, trustworthy and clean as the automotive industry. Companies such as Ford, Volkswagen, Volvo and Subaru all use blue in their logos to convey just that. BMW's logo famously signifies the blue sky behind a propeller, a lasting tribute to the company's beginnings in aerospace engineering. Interesting, right?
Except for the fact it isn't true. The blue-and white chequered element was merely taken from the Bavarian flag, in reference to the company's origins and headquarters.
Universities
When an institution puts together a 33-page Visual Identity Guidelines toolkit for marketing purposes, you know they're not messing around with design. It's fair enough; the University of Oxford after all has nearly a century of academic tradition to uphold. Its iconic "Oxford Blue" (Pantone 282, for anyone who cares) can fairly be assumed to stand for this rich history, as well as the integrity and brilliance of its students.
Countless other universities around the world have adopted the traditional dark-blue-with-coat-of-arms look (who can blame them – it's very regal), whereas others, like the University of Technology, Sydney, opt for a lighter hue and modern emblem to make it seem intelligent, but with a fun, futuristic twist.
Nature
With our oceans, our skies, and even our planet being blue, it's no surprise that many organisations and corporations concerned with the natural world would choose the color to represent them. Its association with cleanliness and freshness make it a popular choice especially for organisations concerned with conservation, restoration and research. In a stroke of genius, NASA manages to use its blue, round logo to signify earth and the universe at the same time.
Wellbeing
Another industry in love with the color blue is the wellness industry, possibly because of its calming effect, which is proven to lower heart rates. It's not all about calm though, as the fun logo for Finnish health and well-being initiative "Yksi elämä" ("One Life") beautifully proves. To truly appreciate this logo in all its glory, go to this page and scroll down for the animated gif version of the tiny yoga person.
So, if you're on the look-out for a logo design ready to showcase your honest, creative, welcoming, clean, futuristic, reliable business, consider giving blue a go. All the best people do:
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Written by Jo Sabin on Monday, April 27, 2015
Jo Sabin is Head of Designer Community at DesignCrowd. She's led the company's public relations and social media programs since 2012. With more than ten years' experience working with Australian and international tech startups in the creative industries, Jo has been instrumental in meeting DesignCrowd's objectives in Australia and abroad. Get in touch via Twitter.
