Blue — why this colour is the most trusted choice in branding?

Which colour do you associate with trust, purity, and innovation? For many brands around the world, the answer is blue — the most widely used corporate colour. It appears in the identities of technology giants, financial institutions, and even everyday consumer goods. Starting with IBM, known as “Big Blue”, the colour became a symbol of professionalism and reliability. The same logic has carried over to dozens of industries, where blue remains a consistent choice — sometimes formal, sometimes friendly.

The cultural meaning

Blue has a strong impact on perception. In many cultures, it is associated with safety, calm, and trust. In Western countries, blue symbolises professionalism and purity, while in parts of Asia it may feel colder and more formal. This is why brands often choose their shades according to the target market. Nivea, for example, uses a soft and caring light blue in Europe, while Samsung emphasises a deep and technological blue in Asia to reinforce innovation and future orientation. At the same time, companies must consider differentiation. In industries where blue dominates, a brand may deliberately choose another colour to stand out. The cultural and market-specific meaning of blue is therefore just as important as its aesthetic qualities.

Healthcare and cosmetics

Blue is strongly linked to hygiene and cleanliness, which makes it one of the most common colour choices in healthcare and cosmetics. In addition to Nivea, Unilever has built its logo and many of its sub-brands around blue. Oral-B and Procter & Gamble use lighter shades to convey freshness and cleanliness, while Nivea has created an iconic deep blue package that has become the brand’s signature for more than a century. For consumers, a blue toothpaste tube or cream jar is already a mark of quality. Here, the colour is more than decoration — it is a practical signal of trust.

Energy and industry

For energy and industrial brands, blue conveys stability and responsibility. General Electric (GE) has built its image on blue, creating an impression of a reliable and precise engineering company. Philips also relies on blue, combining it with both medical technology and home electronics, signalling innovation and safety at once. In this context, blue works like a “calmer”: industries that may seem complex or risky feel more approachable and human through this colour.

IT and telecommunications

In technology and telecoms, blue is almost unavoidable. IBM as “Big Blue” created a timeless symbol of authority and professionalism. Intel and Dell have followed the same line, using lighter blues to highlight accessibility and user-friendliness. Samsung chose a deep blue to align the brand with innovation and trust. AT&T’s blue globe represents global connection and has become one of the most recognisable symbols in the industry. In this field, blue has become the default standard: it reassures customers that the service works and is secure, while creating a professional impression.

Read also a Famous Logos series episode about AT&T.

Everyday brands and consumer goods

Blue is not only formal and serious — in the right combinations it can also be energetic and attractive. VISA uses blue to underline trust and security in payments. IKEA has created a unique mix of blue and yellow, which feels fresh, energetic, and friendly. Pepsi balances the calm of blue with the energy of red, creating a dynamic and recognisable identity that has remained iconic for decades. These examples show how adaptable blue can be: sometimes serious, sometimes youthful, and occasionally even playful.

Read also a Famous Logos series episode about IKEA.

Key takeaways

Blue is the safest choice for companies that want to highlight trust and professionalism. At the same time, not all shades have the same effect. Light blue feels friendlier and more approachable, while dark blue carries authority and formality. Cultural context is also critical. The same colour can feel very different depending on the market — in Europe, light blue conveys care and softness, while in Asia it may feel cold and formal. Brands must decide whether to go with the flow or deliberately choose another path to differentiate themselves. Beyond the main shade, the overall colour palette always plays a role. Contrasts can be used to add emotion and nuance — for example, light blue combined with darker tones is often used in IT and technology sectors, while lighter palettes create softer values and a less forceful message.

Blue remains an evergreen colour in branding. It may look simple and ordinary at first glance, but when used well, it is the strongest symbol of trust and professionalism. Success does not come from having “a blue logo” alone, but from choosing the right shades, building thoughtful combinations, and understanding the cultural context that gives the colour its true meaning.