Color Meaning: Black
“But when I fell in love with black, it contained all color. It wasn’t a negation of color. It was an acceptance. Beacuse black encompasses all colors. Black is the most aristocratic color of all…You can be quiet and it contains the whole thing.” ~ Louise Berliowsky Nevelson
Black is a color that is associated with everything from mystery to power, to fear, evil, strength, and even elegance.
It is also a color that conveys intelligence.
For example, a person wearing black eyeglasses or a black suit and carrying a black briefcase comes across as someone who is smart and educated.
When it comes to the meaning of black color branding, it is known to very powerfully communicate a message with an air of sophistication. However, businesses that use it must make sure they are conveying a positive message to their intended audience because black is also considered a very serious color.
But despite its variety of meanings, there are still many corporations who have successfully used it.
“One is never over-dressed or underdressed in a little black dress.” ~ karl Lagerfeld
For instance, apparel company Ralph Lauren has heavily used black for its “Polo Black” cologne. They chose black because it is a dark and strong hue, two qualities that instantly resonate with men. The black also conveys both seriousness and professionalism, helping the company to cater to the hard-working male who is goal-oriented and striving to climb the corporate ladder.
Adidas is another company that uses black in its logo and branding, doing so because they understand that the emotion associated with the color is one of strength.
Apparel company Chanel has also chosen black as a primary color for its branding. Famous for coining the term “little black dress” that a girl could wear for a memorable date or night out, it made sense that they would then use black as a part of their logo.
The company Cartier makes purses and jewelry that are on the high end. And because black communicates sophistication, they opted to brand their business using black.
Other examples of businesses that have used black in their branding include Sony, Nike, and Louis Vuitton.