Color Pairing in Logos: Famous Combinations + Why They Work

A picture is worth a thousand words, right? In branding, that’s incredibly true! In a world driven by visuals, one element stands out above the rest: color! Your brand colors set the whole vibe and etch your brand in your target audience’s minds. So, let’s talk brand colors today, particularly about color pairing for branding. 

After all, finding the right color is hard enough. But finding the right color combinations? It’s an even bigger challenge in branding. The wrong combinations can send the wrong signals or can end up confusing your audience. Now you don’t want that, do you? 

So, how do you get it right? A great place to start is by learning from the best. In this post, we’ll explore the color pairings from iconic brands – what colors they use, how they work together, and why they are effective. Ready for some logo color pairing inspiration? Let’s dive in! 

10 Famous Logo Color Pairings We Love 

Just so we’re clear, there are several logos that combine one solid color with either black or white. We’re setting those aside for now and exploring logos that incorporate two solid hues with strong roles to play. 

Also, we’ll be discussing color harmonies like complementary and analogous. Just in case you need a quick refresher, check out our blog on the color wheel. 

1. FedEx 

The FedEx logo uses a unique color pairing that is hard to find in the logistics segment. The vivid orange here is perfectly balanced by the deep purple, which sits right next to orange’s complementary color, blue, in the color wheel.

What this striking combination does is balance credibility and professionalism (of the purple) and energy (of the orange). Both of these are exceptional qualities for the logistics industry.

One additional detail is the contrast between these colors, which is not jarring and not negligible either. It sits somewhere in between creating a visually appealing combination that also feels dynamic. 

So, a few key takeaways from the FedEx logo:

• Choose colors pertinent to your industry. 
• Look for traits that best resonate with your target audience and find colors that match the vibe. 
• Identify colors that are not very common in your industry yet relevant to your brand ethos or personality.

2. Pepsi 

Like the FedEx logo, the Pepsi logo also bases its color pairing on the split-complementary scheme. The warmth of red and the cool blue hue create a youthful combination. 

Blue and red have been the signature colors of the brand, so much so that this combination on the beverage shelf instantly creates brand recall. However, what stands out is the recent version in use since 2023. The colors are more saturated now and were introduced as a modern take on the 1973 version of the Pepsi logo. 

What makes this combination work is that the saturation levels of both the colors are on the same level so that one does not overpower the other nor pull down the vibe of the other. They work perfectly well creating something unique and refreshing, just like the brand’s beverages.

So, now let’s talk about a few takeaways from this color pairing: 

• Prioritize contrast since it can make or break your logo color combination. 
• Focus on color psychology – the energy and excitement that the red and blue of Pepsi evoke are unmissable traits. 

To delve deeper into the brand’s recent redesign, read our blog on the new Pepsi logo. 

3. Walmart 

With the Walmart example joining our list, it’s clear that the split complementary scheme is one of the most popular options when it comes to color pairing. There is balance in combining cool and warm colors, when you choose the right shades or tints, that is! 

In terms of color psychology, the combination is the perfect blend of trust and dependability (blue) and optimism and energy associated with shopping (yellow). 

In this case, the colors are also relevantly placed, with the yellow capturing the vibrance of the Spark logomark and the blue preserving the credibility of the brand name through the logotype. That’s a clear distribution of roles for the colors, don’t you think? 

So, what are some takeaways from this well-known color pairing? 

• Unlike the Pepsi logo, where both blue and red have equal visual weights, in the case of Walmart, the blue leads with the yellow supporting it. Similarly, for an easier color pairing, find one color that leads and one to support it. 
• Ensure the colors you choose and the combination on the whole align with your brand messaging. 

4. IKEA

Yes, another blue and yellow color pairing in the retail segment! Similar yet different!  The one key differentiator here is the blue hue in the IKEA logo. It’s deeper and more vibrant. 

Another key difference here is that, unlike the functionally relevant yellow in the Walmart Spark, the yellow in the IKEA logo functions more like an accent color, which adds an element of surprise. And adds warmth to the otherwise cool blue IKEA brand name and background. 

But most importantly, the choice of blue and yellow for the IKEA logo isn’t random. It is a subtle nod to the brand’s Swedish heritage, drawing inspiration from the Swedish flag. 

A few key takeaways from the IKEA color pairing: 

• The personality of the color and the personality of your chosen font should match. In this case, the deep and vibrant IKEA blue is resonant with the modern and bold uppercase wordmark. 
• Pick a color pairing with a purpose, like the brand’s heritage-focused approach in the case of IKEA! 

5. John Deere

Did you know that John Deere has a trademark for the signature green-yellow color pairing it uses? 

Yes, as one of the most iconic logos in the agriculture and heavy machinery segment, John Deere adopts a unique green and yellow combination in its logo. The calming and balanced look of the John Deere logo proves the power of analogous color schemes. 

In terms of color psychology, growth and nature are perhaps the first things that come to mind when you see the color green, and hence it’s a fitting color for the John Deere brand. Yellow, in addition to being an energetic color, can also be seen as a representation of “harvest”. 

What are some takeaways from this fresh color pairing? 

• John Deere uses colors that are metaphorical representations of green fields and harvests. Similarly, identify colors that evidently communicate your brand’s impact. 
• Industry association can be a strong cue when choosing colors or even combinations. 

6. Subway 

Another green and yellow logo color pairing on our list, but Subway brilliantly differentiates itself from the John Deere combination by choosing more saturated colors. While John Deere opts for earthy, agricultural tones, Subway uses lighter, more saturated hues, a crisp green, and a lemony yellow that feel more like produce than pasture. This shift keeps the palette feeling modern, energetic, and food-focused rather than rugged or industrial.

In this case, the color combo is meant to perfectly align with its brand promise: fresh, fast, and healthier food choices. This example again proves that analogous color combinations are easy to work with. 

Let’s talk about some takeaways from Subway’s logo color pairing. 

• Color tone matters. By adopting a fresher and brighter combination of green and yellow, Subway does not just differentiate itself from other brands with similar color combos but also stays away from trademark disputes. 
• Reinforce your brand values through colors. Green is particularly useful in the food industry when a brand takes pride in clean, healthy, or organic ingredients. 

7. UPS

UPS has one of the most recognizable and enduring color identities in the world: a rich brown and yellow logo that instantly communicates professionalism, reliability, and efficiency. The fact that it is an unconventional pairing in the world of branding is what makes this logo different from most others and adds to its memorability. 

Notably, the brown and yellow color pairing has been part of the brand’s identity since the beginning. While the design itself has evolved drastically since 1919, the color combination has remained a crucial component of the brand’s identity. 

Interestingly, from a color theory standpoint, yellow is one of the tones used in creating brown. Therefore, the combination on its own has a natural visual connection. In other words, they feel inherently cohesive. 

So, let’s talk about some color pairing lessons to take away from the UPS logo: 

• The right color combination can become a strong brand identifier, especially when you use it consistently. 
• Even if you cannot find a combination that perfectly captures your brand’s essence or your industry, choose one color that does this and an accent color to support it. 

8. Heineken

Like the brown and yellow of UPS, the green and yellow of Heineken is also not a very commonly used logo color pairing. 

Here again, the brand uses a single dominant color (green) and an accent color to support it and to give the primary color a fresh twist. 

As a matter of fact, green and red are complementary colors, which means there is a striking contrast between the two. As a result, they might end up overpowering each other when used in equal visual weights. Therefore, the brand’s decision to restrict the red to the star symbol in the logo and stick to the use of green resembling the green of the Heineken bottles is a wise move. 

So, what are some takeaways from this color pairing? 

• Avoid using colors with too much contrast, with both colors getting equal priority in your designs. This can overwhelm the viewers. 
• Find a way to tie the primary brand color back to your brand offerings – the Heineken bottle, in this case. This makes your color easier to connect with your brand. 
• When using contrasting colors, find a way to balance them. In this case, Heineken uses white as the other supporting color, one that restores the balance in various applications. 

9. Burger King

Burger King uses a deep red, which is one of the most popular choices in the fast-food industry. This color communicates a sense of urgency and aligns with the fast pace of the industry. To balance the deep red and to preserve its current nostalgic identity, the brand uses a warm orange as the second brand color. 

Together, these warm colors create a friendly design that also conveys a retro vibe. It suits the flat design and bubbly font that the brand uses. 

What are some takeaways from the Burger King logo color pairing? 

• Ensure that the color pairing you choose works seamlessly with the rest of your brand elements. 
• If you are looking for colors to support your core brand colors, use neutrals that do not clash with them. 

10. Rolex 

The last one on our list sways away from traditional color combinations in favor of something exquisite and exotic. The deep green and the subtle gold hue together stand for the elegance and luxury that define the essence of the brand. 

The uniqueness of the color pairing is what makes it timeless. Additionally, Rolex’s color pairing also demonstrates how deeper and richer colors evoke a sense of heritage and refinement. 

On the whole, this color combination makes a powerful statement without being too loud. 

What are some tips to take away from this color pairing? 

• When it comes to choosing brand colors, look for ideas that resonate with the core of your brand, not based on trends. 
• Ensure that the chosen colors reflect the main traits of your brand – sophistication in the case of Rolex. 

Make Color Pairing the Strength of Your Logo! 

As we have seen from the logos of these 10 iconic brands, color pairing has a strong role to play in branding. It’s not just about picking pretty shades; it’s about strategically using two (or more sometimes) distinct colors to tell your brand’s story, evoke the right emotions, and stand out in a crowded market. 

However, choosing the perfect color combinations is crucial, and a common pitfall for many brands is trying to do too much. Take Slack, for instance. Their original logo was known for its playful, multi-colored hashtag symbol, which, while vibrant, could be visually complex and challenging to use consistently across various applications. Most importantly, the primary and overlapping colors together resulted in 11 colors that had to be preserved across diverse backgrounds. So what did the brand do? They simplified the logo and the color palette. 

Ready to find your brand’s perfect color combination and ensure your visual identity is both powerful and practical? Work with an unlimited design service that understands the nuances of color strategy and can consistently bring your brand vision to life.

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