90% of my strongly held beliefs begin with books and research. The other 10% begin with Netflix documentaries (looking at you, 3 years of Veganism).
When designing the brand identity for Vizer, I was fascinated by why people make the choices they do. I began researching color theory and color psychology.
Before evaluating colors, I had completed the base logo design. Designing in black and white is a common tactic, as it allows you to focus more intently on shape and stylistic features. Only once the logo was complete, could I really begin envisioning how the black would yield to a color.
For a breakdown of our logo design choices, check out my post on Designing Your Brand Logo.
Black and white renderings of the Vizer logo
The color you choose for your brand is significant, because you only get one chance to make a first impression. As humans, we collect most of our information through sight. We are visual beings and what we see helps form our perception of our world.
If so much can be conveyed at first glance, it is essential that you think critically about what you want your aesthetic to say.
Ask Yourself — How Do I Want People To Feel When They See My Brand?
All colors convey meaning because of our prior associations. Also, all colors have unique energy, which impacts our perception on a subconscious level.
For example, blue is a color of trust, calm, and serenity. It conveys a feeling of security and authority that helps put the viewer at ease.
It is often used by banks and financial institutions for this very reason. It is unsurprisingly also used by the three reigning leaders of social media: Facebook, Twitter, and LinkedIn, who strive to communicate security and transparency.
Social media companies leveraging blue in logo design
Many fitness brands opt for black or red logos, which convey boldness and strength. Black and red are grounding, charged colors which help bolster a sense of intrinsic power. They communicate a level of performance and authority associated with athletic excellence.
Fitness companies leveraging red and black in logo design
Black and red felt inauthentic to Vizer, because Vizer is meant to be an invitation. We are all about Democratizing Wellness and promoting accessibility for all. Vizer aims to extend a helping hand pulling you into the world of health and wellness. For Vizer, it is most important to be friendly, welcoming, comforting, and relatable. Orange exudes these qualities.
#ff6600 — Safety Orange
Orange may not be the color we think of first when asked for our favorite, but it is all around us in the things we love. It is in the sweet citrus of an orange slice. It is in the the autumnal change of seasons and falling leaves. It is the pumpkin we carve with our friends for community and holiday joy.
Tae Yun Kim, martial arts great grandmaster, speaks to the energetic value of orange:
“Orange strengthens your emotional body, encouraging a general feeling of joy, well-being, and cheerfulness.” ― Tae Yun Kim
Even Frank Sinatra agrees that “Orange is the happiest color.” It captures the essence of Vizer which is a friendly invitation into a healthier, happier world.
I’ve Chosen My Color Family — Now How Do I Select My Shade?
I am a big believer in the power of nature in establishing color patterns. God created the universe in perfect order. Hence, if a color scheme exists in nature, it is likely an optimal expression of color balance.
As much as I felt drawn to the energetics of orange, I struggled with the brashness of certain shades. After all, Phil Knight made Nike shoeboxes bright orange with the express intent of standing out.
I started to think of where in nature I enjoyed orange the most. My mind was filled with a San Diego sunset; the sky streaking with orange and pink, full of warmth and beauty.
Finding inspiration in nature — photo by Nima Mot
Because of this imagery, the base of the Vizer logo now begins with a sunset orange and gently ascends into a bright coral tone. We affectionately refer to the coral internally as Vizer Coral. The union conveys the energetics of orange, married with a warm, exciting coral shade.
Vizer sunset gradient
When you see the Vizer sunset gradient, my hope is you feel warmth radiating in your direction. Like a hand extending out, it invites you in on a fun and fulfilling journey. It aims to make you feel supported in achieving your goals, while conveying your participation in the co-creation of a more welcoming community and world.
Color renderings of the Vizer logo
Are You Ready To Choose Your Color? Ask Yourself These 4 Questions To Get Started:
How do I want people to feel when they see my brand?
What am I trying to convey without words?
Where does nature capture this feeling eloquently?
What are the energetics of my chosen color?
Color spectrum by ThoughtCo / Marina Li
There are 16,777,216 colors available in standard #RRGGBB notation. Are you ready to choose yours?
Fun fact: the Vizer logo was designed in 2017, but the app didn’t launch to the public until January 2019. In 2019, Vizer coral was named as the Pantone Color of the Year for “embracing us with warmth and nourishment to provide comfort.”
When building your brand identity, I encourage you to check-in with your intuition. When you find the tone that feels right, you empower your brand with the ability to communicate beyond the constraints of words.
And to me — this pairing felt just right.