Law.com has an article today by Jennifer Moline called “Law Firms Look to Color for Identity.” The article notes a study by Partners & Simons, which looked at the AM Law 200. The study finds that 58% of the firms studied use some shade of blue as a main color in their brand identity.

The study also found that:

• 19% use red
• 8% use gray
• 2% use green

The article postulates that law firms refrain from using green due to “stark allusions to money.”

The study went into more detail asking what the colors meant:

The color blue, according to the study, conveys a feeling of authority and royalty, as well as a sense of calm — much like the color green, but without the filthy lucre connotation.

Red, however, has been known to raise blood pressure and suggests excitement, action and aggression.

…the study says that even the outwardly benign color gray can be fraught with meaning: Darker gray connotes dour, overcast skies, and lighter gray suggests seriousness.

So, have you thought about how much your color actually means to your overall branding? I’m currently reading “Blink” by Malcom Gladwell, which is basically about our perceptions that are formed in nanoseconds. I wonder how much the color of a firm’s logo means to our unconscious mind when forming our initial impression of a firm.

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