Should you have more than one primary brand colour?

Have you identified the primary brand colours for your brand?

If you haven't yet pinned them down, you might wonder how many primary brand colours your brand should include. You might think ‘more is better’ but this is not necessarily the case.

Let’s explore some of the different options you can consider when selecting the number of primary brand colours to use.

One colour strategy

Many brands leverage one dominant colour in their branding. A single colour creates a strong, recognisable identity that can be easily associated with your brand.

Many of the biggest brands employ a one colour strategy, so you'll be in good company. Think of Coca Cola, Tiffany & Co., and Vodafone. Tiffany & Co's blue has become so iconic that we hear the term 'Tiffany & Co. Blue', and their custom Pantone number has been trademarked.

Two colour strategy

Many brands choose to adopt two dominant colours in their branding. This can help you communicate a more complex, multifaceted message than one colour will allow. It can also offer more versatility as you have more to play with.

IKEA is a good example of a brand using a two colour approach with their instantly recognisable yellow and blue, hinting to their Swedish heritage.

Multiple colour strategy

If you have a younger audience or a fun product, a multiple colour approach might be the best fit for you. Multiple colours can convey different aspects of your brand’s personality and make your visual identity more dynamic.

Instagram uses a gradient of blues, purples, pinks, and oranges in their logo. The new logo gave them a fresh look which appeals to a younger demographic compared to the vintage film camera look logo they had previously. Crayola and Skittles also use a multiple colour approach.

So how many dominant colours should your brand have?

It's worth bearing in mind the practicality of the colours you choose. Do you have enough variety for different applications, or do you have so many colours that it's difficult to maintain visual consistency? If you create a lot of your own marketing materials, having one (or two) dominant colours can be simpler to work with. It's easier to make things look good and easier to be consistent.

However, ultimately, it comes down to what aligns best with your brand's personality and the rest of your branding. Does a minimal palette suit your style or is a multi-colour approach more your vibe?

Are you confident about your brand colours? If not, take my free quiz, What is Your Brand’s Colour Personality? You’ll discover the colours that best represent your brand’s unique personality, the character traits of your brand, what colours to use and what to avoid.