Here’s how to think differently about color. Think beyond semiotics. Like any visual asset, color carries plenty of meaning. From a broad semiotics point of view (blue is trustworthy, red is ...

A professional logo encourages a customer to do business with a new company. A logo can also make a good impression on potential partners, other businesses and colleagues that you are networking with.

The credit card company has swapped out its blue box with a gradient for . . . a blue box without a gradient. “We didn’t want people to say, Oh, did you see that new logo [ugh],” says Miller.

Yellow might be less common, but many fast food chains have red in their logo, and it's not entirely clear whether this goes beyond the fact that this particular color is eye-catching.