Create a Gray Logo: Why Choose This Color for Your Brand

Why choose grey as the main color for your logo?

It's true that at first glance, gray may not seem to be the most attractive color for a company's brand. Some consider it a more neutral shade, even boring. It might be associated with more serious businesses such as banks, accounting firms and lawyers. From our perspective, we believe that gray is underrated.

In fact, this color is associated with several elements. On the one hand, it's a hue often used to represent modernity, but also metal. That's why carmakers such as Audi, Toyota and Tesla have opted for this color for their brands. On the other hand, if you're in the technology business, gray could be a perfect color for your brand. On another note, gray may also be the ideal color to represent knowledge and wisdom.

As mentioned above, gray is considered a neutral, rather soothing color. Like white and black, it's not exactly a color. As it's not often used for corporate logos in general, it could be a way of setting yourself apart, especially if you're not in a field considered serious.

A few tips for using grey when creating your logo

If you want to use gray in your logo design, it's important to ask yourself what effect you want. As there are several types of gray, some almost white, others very dark, it's essential to ensure sufficient contrast.

If you want to create a logo with a minimalist look, a combination of gray and white might be an idea. On the other hand, if you want something more elegant, why not use gray and black? There's nothing stopping you from using other colors, especially brighter hues to draw attention. Just make sure you have a clear idea and avoid a chaotic result by using too many colors. Also, avoid overly prominent 3D effects, as they are reminiscent of certain trends from the 2000s.

Among the shades of gray we recommend are slate gray, taupe gray, granite and storm gray. Note that gray has no complementary color.

Some examples of brands using grey

If I ask you to name a brand for which gray is the main color, can you do it? To give you a helping hand, but more importantly, some ideas, let us introduce you to a few companies using gray for their logo.

Apple

One of the world's best-known companies is Apple. Its logo has undergone a few redesigns over the years, but its understated yet modern version has made the brand one of the most distinctive. Apple has always relied on two important components to set themselves apart: technologically advanced products and minimalist elegance. Whether it's the latest iPhone, their stores or their website, we find these characteristics. And gray is the perfect color to illustrate this.

Mercedes-Benz

If we stay with the logos of luxury brands using gray, we can look at Mercedes-Benz, although many automakers have opted for this hue for their emblem. The Mercedes-Benz logo has a very special history: it's a version incorporating the emblems of three distinct companies: Mercedes, Daimler and Benz. Components from each of these companies can be found in today's logo. It is easily recognizable and distinctive. You can tell these are luxury vehicles by the three-pointed star symbol.

Los Angeles Kings

Gray is also present in many sports team logos. Whether in baseball, soccer or basketball, some teams have opted for this color for their emblems, but also for their uniforms. Such is the case of the Los Angeles Kings, a North American hockey team. However, the Kings haven't always used gray for their visual identity, but yellow and purple, two colors associated with power and wealth. Their logo today is relatively simple, featuring the initials of their city and the icon of a crown. White and black are also used.

Microsoft

What should you do if your logo already uses a multi-colored icon? Why not follow Microsoft's example and use gray? Since Microsoft's window icon already used four colors, the company opted for a neutral shade like gray to avoid overloading the whole thing. This isn't Microsoft's first logo, but the multinational company has always chosen to use more neutral shades such as black, white and beige in their emblems over the years.

In conclusion, if you want to stand out or show that you're on the cutting edge of technology, grey can be your ally. It's also a color that's rarely used by brands in general, although it's easy to use. In fact, a logo using gray should look good even when the medium is black and white.

If you're still looking for the perfect hue for your logo, take a look at our pages on the meaning of colors for some ideas.