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Logo Design Secrets: What Makes a Brand Memorable?

Every brand wants to grab attention and leave an impression on a person’s mind. In this era of a 6-second attention span, it is more important than ever to stand out from the crowd. The first thing that makes you stand out is your brand identity. Your brand identity includes the brand name, brand logo, typography, packaging, voice and tone, colours, and tagline. We are going to talk about the brand logo today.

We all know what a brand logo is. Still, let’s define it. A brand logo is the visual identity of a brand. It is the first impression of the brand, and it should be such that it leaves a lasting impression. It should make a brand instantly recognisable.

Now that we know what a logo is, let’s discuss what makes a brand logo memorable.

A logo should explain the brand

What does a brand do? What is their vision? What is their purpose? What do they want to convey? What is the brand story?

A logo should answer these questions about the brand. If it doesn’t, the purpose of creating a logo is defeated. It is not necessary that it will entail the whole brand story, but at least it should hint at what it is.

A logo should be easily recognisable

What comes to your mind when you see a ‘swoosh’? Nike, right?

That’s because they have created an identity for themselves. A logo should instantly pop the brand into a person’s mind when the person sees the logo. The connection needs to be created between the brand and its logo to make it recognisable. This connection is established when the questions above are answered.

A logo should stand out

In a pool of apps, I can recognise Snapchat instantly because of its bright yellow colour and the ghost imagery.

Similarly, your brand logo should stand out in your product category or industry. It could be any mascot, a colour, font style or any other element. It can be as simple as a brand name written in a nice typography, for example, Amul. Amul is written in bold red colour, which makes it stand out.

While a logo needs to stand out, explain the brand, and be easily recognisable, there are some technical and design perspectives that a logo should pass.

A logo should reflect simplicity

‘Less is more’ is the principle to follow when it comes to designing a brand logo. It should be simple and easy to understand. Keeping negative space (blank space) and having clean elements helps in making the logo simple and memorable.

A logo should be versatile and scalable

A brand logo should have such scalability that it can be placed from a pen to a billboard. The size of the logo should not affect its legibility. Another thing to keep in mind is the versatility of the logo. A logo should be adaptable to different media – packaging, digital platforms, print media, etc.

A logo should use brand-appropriate colours

The brand logo should reflect the brand identity. This means the colours used in the logo should be the same as the brand colours. Using colours different from brand colours will create confusion.

A logo should use appropriate typography

Typography used in the brand logo should be brand-appropriate. The font style should reflect the style of the brand because each font has its characteristics. If a law firm used a calligraphy font style, that would not look that good, but if the same font style is used by a luxury clothing brand, it may look good. This is because the calligraphy style conveys elegance. Using custom typography helps in keeping the brand logo unique.

A logo should be unique

Every logo has some kind of shape, text, and colour. There are a lot of stock images, shapes, and typefaces available. Using common shapes and typefaces and stock images can lead to a logo that is not original. One should always avoid using those common elements. Another thing is that your logo should not look like your competitors’ or brands in the same industry. Otherwise, it gets difficult to stand out.

A logo should be timeless

A brand logo should not be designed based on trends. Trends come and go, but a brand stays for a long time. Hence, it is important to design a logo that surpasses time and is relatable even after years of design. This does not mean that a logo can’t be changed. It can evolve as time passes by, but the essence of the brand in the logo shouldn’t be lost.

Designing a unique and memorable logo

You can’t deny the impact of a well-designed logo. A well-designed logo communicates the story of the brand and connects to the audience.

If you’re looking to create a logo for your brand, The Pencil Advertising provides branding and design services. We help D2C brands grow on digital platforms. Our expertise spans website development, branding, packaging design, performance marketing, social media marketing, marketplace management, and quick commerce platform management.

Connect with us on Instagram or reach out to us here, and our team will reach out to you.