One of the key goals of brand design is aligning the brand expression with the core emotions that a company wants customers to feel whenever they think about or interact with the brand. As a visual cue, color is arguably the most important element in evoking emotions. The graphic above shows the spectrum of colors and identifies the emotions that research has indicated these colors generally elicit. Aligned with each color are the logos of leading financial service companies that feature the color prominently in their logo. It is an interesting game of self-reflection to think about how we feel about these brands and see if the logo colors line up with those feelings. It’s also a good measure of a logo’s strength to try to imagine it in a different color and see how dissonant the feeling is relative to the one that’s already been experientially sedimented in our psyche.