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Light teal, dark blue, orange and gold? Yes! No one will confuse these brand colors with anyone else’s.
We were really shooting for a much larger, franchise look here, and chose a very unique color scheme here—simple, easy to read, and very disruptive.
The client suggested pink and black during our initial call. I was honestly skeptical whether we could pull it off in a way that felt premium. But we found a way to actually make those colors work and still feel high end.
This company, based in Texas, was originally branded with red, white and blue. With so many other competitors in their space using the same colors, we wanted to be different. You probably haven’t seen too many dark brown, gold, and green heating and air brands—and that’s exactly why we chose it. You can easily be blanded. But it’s so much better to be branded!

Your customer’s brand deserves its own unique colors

By Dan Antonelli

Posted on Monday, December 16th, 2019

Whenever we’re designing a new brand for a client, we’re always talking to them about the importance of owning their brand colors. I guess that in theory every company owns their brand colors – but the real question is—are they the sole owners of their brand colors?

That’s the bigger question. If their colors are the same colors of their competitors, then they really don’t own their own unique colors. Their colors are potentially being confused with their competitors. For example, if your competitors vans are predominantly yellow, why would you want yellow vans as well?

Colors and brands work in harmony to trigger recognition for a company in the minds of the consumers they are trying to target. Obviously, in theory, there’s an almost unlimited combination of colors designers can choose when picking a brand color scheme. However, so few businesses choose color combinations that are unique. Instead, they choose ‘safe’ colors that they’ve seen used over and over again.


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Dan Antonelli

Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.