If you will indulge me with my introduction being an anecdote:
A very well presented, classy female client came to see me about her business card, she said she didn’t seem to be getting much response or traction from the current design, and wanted something bolder, something with darker colours. I looked at the card, and without understanding what services were being offered thought that the design was great. The logo was well formed, wonderfully balanced and classy, just like the client. The business name was in a clean typeface that was easy to read. Overall a great logo, colours were muted pinks and and soft greens.
This is where I took a pause and asked the simple question:
Who is your business’s client?
The response:
Typically corporate males, in the age range of 35-55.
The logo:
Wonderfully designed flourish, soft faded hues.
The problem:
Muted pinks and soft greens would have worked perfectly if this logo and card had been designed for a beauty salon. Whoever designed the logo did not understand who the target client is, and obviously never thought to ask the question.
The conclusion:
Darker colours in a design does not make the brand more masculine. When looking to design, or redesign your logo, make sure you know who it needs to resonate with. You need to know and understand your client personas. And most importantly, you need to portray your business in the best possible manner to appeal to your client, on both a personal and professional level. Your logo is about your client, not you, the business owner!