If you’ve ever painted with watercolors, you know it’s a very different process from working with acrylics or oil paints and results in unique images you can’t create with other media. Achieving a perfectly layered watercolor image takes time, skill and dedication.

abstract watercolor design
A colorful, abstract watercolor logo design by GoodEnergy.

There’s something intimate about a watercolor image that comes from knowing that every piece of the image’s composition, every saturation point and each color overlay, was chosen to create the intricate mood you feel when you look at the image. That’s why watercolor logos are a great way to communicate attention to detail. If your goal is to show that a personal touch went into crafting your products, a watercolor logo can be a great choice to do so.

Brands that want to portray a soft, soothing persona are the perfect fit for using watercolor logos. Watercolor logos represent a gentle touch, which makes them ideal for companies that work in floral design, fashion, jewelry design and products targeted towards women—but they can be so much more. Take a look at some of the ways brands in a wide range of industries use watercolors to showcase their uniquely curated personalities. A watercolor logo can be a lot of things, but you won’t find a generic-looking one on our list!

Watercolors often feel feminine

Perhaps the first thing you’ll notice about watercolor logos is that a lot of them are aimed toward female consumers. It could be the softness of watercolor images or because many consider water to be a feminine element. It could also be a throwback to 19th century sensibilities, when watercolors were considered a “ladies’ medium” and became popular with female artists.

Whether watercolors feel feminine because of nature or nurture, there is an established precedent of using watercolor logos to appeal to female consumers. Women’s clothing designers and retailers, jewelry companies and any other brands positioned to cater primarily to female buyers often use watercolors to connect with their target audience.

feminine logo for Show Off
Logo design by Huntress™.
green, blue and purple gradient background behind a purple New Jersey state outline and the text “Jersey Girls Bakery”
They’re not just Jersey bakers, they’re Jersey Girls. And they’ve got a watercolor logo to show it. Logo contest entry by Anilevi
Logo design by Ava N Garda.
Pink lips outlined in black with the text “French Kiss cosmetics”
A little bit flirty, a lot girly, this logo’s perfect for a cosmetics brand. Logo and brand design for French Kiss Cosmetics via ananana14
purple butterfly with the text “live-eat-move for body love”
This logo for a fitness brand focused on transforming women’s lives uses feminine colors and imagery. Logo and business card design for Bodylove via Ava N Garda
purple and blue gradient kettle bell image with the text “glitter and grit fitness:
A lot of gym logos are harsh and masculine, but not this one. Logo contest entry by Polly_
multicolored design of a sunburst with the text “women’s wellness movement”
Here’s another look at a fitness logo designed with female consumers in mind. Note its focus on holistic health, rather than just physical fitness. Via Women’s Wellness Movement

Specifically, watercolors lend themselves well to maternal imagery

And since watercolor logos frequently have that feminine feel, it’s no surprise you’ll find many companies using them to connect with moms. These logos use watercolors and association with mothers to communicate that their brands are nurturers. These are the brands you can turn to when you need a soft spot to land or some home-cooked comfort food.

Two pink llamas, one large and one small, with the text
Watercolors feel peaceful. They feel safe and serene. Logo contest entry via Arthena
Woman serving a ladle of vegetable soup
And sometimes, a watercolor logo is the visual equivalent of comfort food. Logo for Moma Made Meals via The Bluebird
multicolored side profile of a pregnant woman with the text “Agape Beginnings”
The watercolor is subtle in this logo, but look closely at the flowers to see how it’s used in contrast with the solid colors in the woman’s profile. Logo for Agape Beginnings via Sign.Yra
white wine glass shape against a burgundy background with lips on the shape
Every now and then, Mama needs a glass of wine. Logo and business card contest entry via Cross the Lime

But that doesn’t mean they can’t appeal to guys

Don’t think watercolors are limited to woman-centric brands, though. Plenty of watercolor logos are designed to appeal to everybody, and you’ll even find some that skew masculine of center.

The watercolor logos that break out of the feminine stereotype do it by using darker colors, thicker lines and more masculine imagery than the typical watercolor logo. They keep the imprecise, artisan-crafted feel that every watercolor image has, but find ways to make it bolder.

black watercolor tree
Black watercolors lend some instant masculinity and coolness. Logo design by Ben Deltorov.
tattoo of a crying elephant partially submerged in water
Masculine doesn’t mean being out of touch with your emotions..Via Victor Octaviano
purple watercolor and geometric wolf tattoo
More fierce animals and this time, the artist juxstaposed watercolor with intricate line art to create an image that appeals to all genders. Tattoo for Marco Garnica via cadzart
You’ll find that a lot of successful watercolor logos that break out of the feminine box do so by making watercolor a secondary part of their design. Tattoo contest entry via rezahales
multicolored letters spelling out “fresh beef $#%@!!”
Contrast this block text with the script text that graces many of the logos in the first section. How does this one feel compared to them? Podcast design via nevergohungry
black silhouette of a jumping ram with the text “Audacieux”
Straight lines, dark colors and an image of a “tough” animal where watercolors take the backseat. Logo contest entry via patrimonio
man with a walking stick against a round orange sun background
Simple and subtle, this logo succinctly communicates its brand’s commitment to high quality ingredients. Logo and identity contest entry via sanjar
Green suitcase with a bow shape on it
Clean and simple, this logo piques visual interest with its green watercolor gradient. Logo and brand identity contest entry via cucuque design

Watercolors just feel natural

Nature isn’t straight lines and uniform colors. Mother Nature has curves. She’s washed out in some spots and has lush, juicy colors in others. With a watercolor logo, your brand can communicate that it’s in touch with nature and that like nature, it has its imperfections. Own your wabi sabi with a watercolor logo.

Logo design by
“Gone Adventuring Pilates” against a round blue background circled in gold
There’s something natural about self-discovery, and that’s what most adventures are really about. Logo contest entry via identity pulse
chocolate chip cookie image with the text “baked and batched”
Cookies are for everybody. Logo and business card entry via ananana14
image of half an avocado with the text “clean eating bites”
Watercolors are also a popular choice for food companies focused on all-natural ingredients. Logo and social media contest entry via identity pulse
Logo design by Daria V.
floral logo
Watercolors lend themselves well to capturing natural highlights and shadows in images. Logo design by Ava N Garda
purple crystals with the text “Amy Basingstoke”
Crystals are another hot item in the natural healing community. Logo for Amy Basinstoke via sugarplumber
a stalk of vibrant carrots with the words “My Sisters Kitchen”
Looking natural is a priority for a lot of companies in the food and beverage spaces. Logo for My Sisters Kitchen via Project 4

They’re also great for florals

Flowers are part of nature, so it follows that watercolor logos are also a great choice for companies that want to include floral imagery in their branding. Watercolors have been a popular way to depict flowers and plants for centuries, first with watercolor pencils like Albrecht Dürer—the master of watercolors—used, then with watercolor paints when they became available in the 18th century.

Watercolors are a great choice for florals because the splotchiness and tone variations that make watercolor images unique can easily capture the natural color and tone variations in a flower’s petal or a leaf.

“love and bloom” words against a pink flower, surrounded by gray fan leaves on a white background
Floral designs can be fairly abstract. Here, the impression of a pink flower is all you need to understand the image. Logo & brand identity for Love and Bloom by ananana14
the word “fleurish” beneath a long-stemmed coral flower
Here, the designer took a minimalist approach to providing the perfect floral logo. Logo design for Fleurish by majamosaic
When artists are your audience, a watercolor logo can be an attractive choice as a nod to their interests. Logo design for the 14 Day Art Biz Challenge by Ava N. Garda
the words “Wildwood floral creations” with a colorful pink and green flower
A watercolor logo makes it possible to use a large color palette in a creative way. Logo contest entry by Daria V
Words “Wade floral co” with a large, coral-colored flower
A watercolor logo can be bold without feeling obnoxious. Logo contest entry by Rebecca Reck Art

And watercolor logos can be abstract

While watercolors can beautifully represent real things, they are fantastic choice for abstract logos too. Thanks to their interesting shades and effects, abstract watercolor shapes are fascinating to look at on their own and you can use them as a focal point in very simple, minimalistic designs. Additionally, their naturally flowy edges they can tone down the sharp edges of classic abstract logos. If you want to keep it simple and still make a statement with color, go for a simple shape or a random watercolor splotch in a vibrant color.

Do you find it hard to codense your brand into a specific image? You’re going to love an abstract watercolor logo.

Logo design by AnaLogo.
Logo design by svart ink.
Logo design by Mila Jones Cann.

Give your brand depth with a watercolor logo

Watercolors are hard to put in a box. They’re flowy, they’re inky, and although they often read as feminine, they aren’t just for women. Watercolors are for anybody who doesn’t want their logo constricted by harsh lines and saturated blocks of color.

Wanna show the world that your brand goes with the flow?
Work with talented designers to get the perfect watercolor logo.