In creating your logo and brand identity, never overlook the importance of choosing the right colour. When a customer looks at a logo, their mind goes through a sequence of visual perception. The brain first reads shape, then colour, then content. So theoretically, the colour of your logo is more recognised and potentially more impactful than thecompany name or tagline.

In terms of branding, the ultimate goal for any business owner should be to own a colour, that is, to brand your company so that whenever a person sees a particular hue, they think of your company. Owning a colour means facilitating recognition and building brand equity.