How to choose brand colours for your business

By Theyvora · 2026-09-23 · 5 min read

Good brand colours come down to a small, disciplined palette used consistently: one primary colour that carries your identity, one accent for calls to action, and a set of neutrals for text and backgrounds. You don't need ten colours — you need three roles.

The three roles

• Primary — the colour people associate with you; used on your logo and key surfaces.
• Accent — a contrasting colour reserved for buttons and highlights, so actions stand out.
• Neutrals — an ink/near-black for text and a light background, plus a mid-grey for secondary text.

How to pick them

1. Start from meaning. Blues read trustworthy and calm; greens fresh; purples premium and creative; warm tones energetic. Pick a primary that fits your tone.
2. Add a complementary accent. Something that pops against the primary — reserve it strictly for actions.
3. Check contrast. Text must be readable on its background (aim for WCAG AA). Test light and dark.
4. Limit the set. Two brand colours plus neutrals is plenty. Consistency is what makes a brand feel established.

Apply them everywhere

Use the same palette on your logo, business card, letterhead, invoices and email signature. That repetition is what turns a colour into your colour.

Generate a palette in seconds

Theyvora generates a cohesive brand kit — logo, colour palette and typography — from your business name, then carries it across every asset you create.