As you can see the logo of Ari is made primarily out of the blue with a tinge of green. This excellent logo represents more than you think.
Let’s dive in and see what colors of Ari represent – why is she, the way she is ;)
According to Colour Affects, UK’s leading site on color psychology and research say the following about the blue color.
Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.
Blue is the colour of the mind and is essentially soothing; it affects us mentally, rather than the physical reaction we have to red. Strong blues will stimulate clear thought and lighter, soft blues will calm the mind and aid concentration. Consequently it is serene and mentally calming. It is the colour of clear communication. Blue objects do not appear to be as close to us as red ones. Time and again in research, blue is the world's favourite colour. However, it can be perceived as cold, unemotional and unfriendly.”
No surprises there, Ari represents intelligence (she is AI… duh) and also communication, efficiency and trust. It is almost as if she could have no color other than blue. This is quite fascinating.
At the back of your mind, when you communicate with Ari you are thinking about these things!
Experts say blue is also mentally calming, it is the color of stress-freeness – and why do you think iCar Asia created Ari in the first place? To provide users with an experience that is easy and completely free of stress.
Now what about the green part?
Let’s find out.
Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.
Green strikes the eye in such a way as to require no adjustment whatever and is, therefore, restful. Being in the center of the spectrum, it is the colour of balance - a more important concept than many people realize. When the world about us contains plenty of green, this indicates the presence of water, and little danger of famine, so we are reassured by green, on a primitive level. Negatively, it can indicate stagnation and, incorrectly used, will be perceived as being too bland.”
So green shade in Ari’s branding represents liveliness – she is a very chatty girl. Apart from being pleasing on the eye, green is a reassuring color. It tells you that everything is going to be fine. Just like Ari reassures you that you will end up making the best automotive decision of your life! :)
So what do Ari’s color represent in general – both blue and green?
Intelligence, efficiency, trustworthiness, calm, reassurance, energy and balance.
Kudos to the design team for this! :)