Based on this, we would expect to see a lot of blue, purple, pink and black healthcare logos, and very few that are orange, yellow and red.
In reality, we see a whole lot of blue, with small doses of white, green, gray and black. Blue has high associations with being perceived as both serious and mature, so it seems fitting that it enjoys high levels of popularity with healthcare firms. Companies lean on white for its reassuring associations with purity and hygiene. And green represents growth, refreshment, balance and nature: characteristics that add up to a clean bill of health for many healthcare companies, especially those with a focus on natural, organic living. But pink and purple healthcare logos are few and far between.
While we didn’t expect to see red in many logos (it is the color of blood, after all), we do see it often prescribed to healthcare companies in the retail space. Additionally, the association with danger can be used as an advantage: the American Red Cross, for example, employs red to symbolize an urgent call to action in disaster situations.