Why Your Logo Doesn’t Have to Be Your Favourite Colour (And Why That’s a Good Thing)

One of the questions I get asked most as a brand designer is:

“But… what if I don’t like that colour?”

Or…

“Can we make it blue? Blue’s my favourite colour.”

Firstly, let me reassure you – I absolutely want you to love your brand. After all, you’re going to be seeing it every day. It should feel exciting, represent your business and make you proud to share it with the world.

However (and this is the important bit), successful branding isn’t designed for you. It’s designed for the people you want to become your customers.

Branding Isn’t Art for Your Living Room

When you buy artwork for your home, you choose something because it suits your personal taste.

Branding works differently.

Your logo, colours, typography and overall identity all have one job: to communicate the right message to the right audience.

Think of your brand as your business’s first impression. Within seconds, people are making assumptions about your professionalism, pricing, quality and personality before they’ve even read a single word.

That’s a lot of responsibility for a logo.

It’s About Psychology, Not Preference

Different colours, fonts and design styles naturally create different feelings.

A luxury interior designer probably wouldn’t choose bright primary colours and comic-style fonts.

A children’s soft play centre probably shouldn’t look like a high-end law firm.

Neither design is right or wrong.

They’re simply designed for completely different audiences.

Good branding quietly tells people:

• “You’re in the right place.”

• “We understand you.”

• “You can trust us.”

• “We’re exactly what you’ve been looking for.”

That’s far more powerful than simply choosing your favourite colour.

Your Customers Aren’t You

This is often the biggest mindset shift.

You might absolutely love vintage typography, bright orange and retro patterns.

But if your ideal customers are corporate directors looking for a premium financial service, those design choices may send entirely the wrong message.

Likewise, if your audience is young families, a dark, minimal luxury brand may feel unapproachable.

Great branding starts by understanding your customers—not just your personal preferences.

Sometimes the Best Design Isn’t the Loudest

One of the biggest misconceptions is that a logo has to tell your entire story.

It doesn’t.

Some of the world’s most recognisable brands have incredibly simple logos.

Their power comes from consistency, strategy and recognition—not from cramming every service, product and idea into one design.

Often, less really is more.

“But I Have to Like It!”

Absolutely.

This is where balance comes in.

I never design something purely because it’s strategically correct if my client genuinely can’t connect with it.

After all, you’ll be using it on your website, social media, vehicles, uniforms, signage and business cards. You should feel proud every time someone sees it.

The sweet spot is finding a design that:

• speaks to your ideal customer,

• reflects your business values,

• stands out from competitors,

• works across every platform,

• and still feels like your business.

That’s where the magic happens.

Trust the Process

When I present branding concepts, every colour, font, shape and design decision has a purpose.

I’m not randomly choosing colours because they “look nice.”

I’m thinking about:

• your industry,

• your competitors,

• your ideal customer,

• your business goals,

• how the branding will work online and offline,

• how it will look in five or ten years,

• and how it can grow alongside your business.

There’s far more strategy behind branding than most people realise.

The Best Brands Feel Effortless

The strongest brands often don’t shout for attention.

They simply feel right.

They’re memorable without trying too hard.

Professional without being boring.

Distinctive without following every passing trend.

That’s the goal every time I design a brand.

Final Thoughts

Branding is a little bit like choosing clothes for an important interview.

You might adore wearing fluffy slippers and a Christmas jumper at home—but you probably wouldn’t wear them to meet your biggest client.

Not because they’re “wrong”, but because they don’t communicate the message you want people to receive.

Your brand works in exactly the same way.

It’s there to build trust, attract the right people and help your business grow.

So yes, I absolutely want you to love your brand.

But even more importantly…

I want your customers to love it too.

Because when your branding speaks directly to the right audience, that’s when your business really starts to stand out.