Baidu Logo
The Baidu logo uses 2 primary colors. Its dominant color is Anarchy (#DF0000, closest Pantone 2347 C). Baidu operates in the Computers Electronics & Technology industry.
- Color family
- red
- Industry
- Computers Electronics & Technology
- Brand popularity
- Top 10% of indexed brands
- Website
- baidu.com
Design analysis
Baidu's logo is a combination mark pairing a custom sans-serif wordmark with a distinctive paw-print symbol. The wordmark uses rounded, slightly condensed letterforms with a subtle forward lean, suggesting speed and approachability. The paw print—four oval pads around a larger central pad—sits left of the logotype in the primary lockup, but frequently replaces the dot of the 'i' in compact applications, turning a functional typographic element into a brand signature. This dual-use system gives the identity flexibility across digital surfaces, from browser favicons to app splash screens.
The mark performs well at small sizes because the paw print reduces to a clear, high-contrast shape readable at 16 pixels, while the wordmark retains legibility thanks to open counters and consistent stroke weight. In the Chinese search and AI sector, where competitors often default to abstract geometric symbols or magnifying glasses, the paw print breaks category convention by invoking a natural tracking metaphor—footprints leading to answers—without literalism. The red/blue split also sidesteps the monochrome blue dominance of Western tech giants, asserting a distinctly Chinese visual vocabulary.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The dominant #DF0000 red (8.3%) aligns with Chinese cultural associations of luck, energy, and urgency—critical for a consumer-facing search portal—while the secondary #2932E1 blue (6.9%) signals technical authority and trust, balancing the red's warmth. Together they create a high-contrast, complementary pairing that pops on white backgrounds and meets accessibility thresholds for text, a practical necessity for a product built on search-results pages. The palette defies the cool-blue monoculture of global tech by leading with red, reinforcing Baidu's domestic-market leadership.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Baidu logo, regardless of color or industry.
Brand web palette
Colors Baidu uses across its website — the broader brand system around the logo.
About Baidu
Baidu is a technology company founded in Beijing, China, in 2000. It is often referred to as the Google of China as it dominates the Chinese market for internet search engines. The company's headquarters are located in Haidian District, Beijing, China. Baidu primarily offers internet-related products and services, including a search engine, online advertising platform, mapping services, cloud storage, and a variety of other services. Its search engine, known as Baidu Search, is the most popular in China and accounts for the majority of the company's revenue. Baidu also offers video and image search, news aggregation, and an online encyclopedia called Baidu Baike. On a global scale, Baidu has expanded its reach through various subsidiaries, joint ventures, and partnerships. It launched Baidu Japan, a Japanese-language search engine, in 2007. Additionally, Baidu established a joint venture with Rakuten Inc. Baidu has also invested in various technology companies, including Uber, by providing funding for their expansion into China. In terms of market position, Baidu holds a significant share of China's search engine market, with over 70% of the market share. However, it faces competition from other major players, such as Alibaba's search engine, as well as international search engines like Google. A major event for Baidu occurred in 2016 when the company faced scrutiny and backlash after a student died from misleading medical advertising on their search engine. This led to increased regulation in China's online advertising industry and a decline in Baidu's revenue. Currently, Baidu is focused on expanding its artificial intelligence (AI) capabilities, with a strong emphasis on autonomous driving technology. It launched Apollo, an open-source autonomous driving platform, which has gained partnerships with prominent global companies, including Intel, Nvidia, and Microsoft. Baidu is also investing in cloud computing and other AI-enabled services to diversify its revenue s
Questions about the Baidu logo
What does the paw print in Baidu's logo represent?
The paw print symbolises a tracker's footprint, metaphorically linking the act of searching to following a trail to find answers. It also serves as a visual pun on the Chinese name 'Baidu' (百度), which implies searching hundreds of times, while the bear-paw shape adds a uniquely memorable character that differentiates the brand from generic search icons.
Why does Baidu use red as its primary brand colour?
Red is culturally auspicious in China, connoting prosperity, energy, and urgency—attributes that suit a high-frequency consumer utility like search. The specific shade #DF0000 provides strong contrast against white search-results pages and pairs with the secondary blue (#2932E1) to balance warmth with technological credibility, a combination that also meets WCAG contrast requirements for body text.
What color is the Baidu logo?
The dominant color of the Baidu logo is Anarchy (hex #DF0000). The closest Pantone match is 2347 C.
How many colors does the Baidu logo have?
The Baidu logo uses 2 primary colors: #DF0000, #2932E1.
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The Baidu logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.