5 Essential Qualities of a Memorable Logo
If you were asked to recall a logo that has stuck with you over the years, I'm sure a few of your favorite brands would come to mind. Why do you think those brands stand out among the rest? How can you harness those qualities to produce a memorable logo for your own business?
When it comes to designing a logo, it can be overwhelming to even know where to begin. The most important step in the design process is knowing what your brand stands for and who it needs to resonate with. Here are a few guiding principles that will shed some light on what makes an impactful logo and how you can apply them to your own brand.
A simple logo is easy to remember. In order for a logo to be easily recognizable, it needs to be as concise as possible. Think about some of the iconic brands, such as Apple and Google. Their logos have simplicity in common. Just as you wouldn't want to clutter your novel with useless words, you don't want unnecessary design elements taking up valuable real estate in your logo. Remember, people have short attention spans and little time. Therefore, you want a catchy logo that gets noticed quickly and remembered easily.
Ask yourself: Could someone look as this logo and easily describe it? Would they be able to get a sense of the brand quickly, or is the logo too complicated?
One of the biggest mistakes designers make when developing a logo is getting caught up in current design trends. The last thing you want is to spend hours creating the perfect logo to represent your brand, only to have it be outdated within a few years. Design trends come and go, but a logo should last forever. Take a look at some of the brands that are still flourishing decades later, such as Coca-Cola and Disney. These brands are engraved in people's minds because they have stood the test of time, again and again.
Ask yourself: Will this logo still be relevant a year from now? Can it withstand years or even decades of changes in a fast-paced, digital world?
So, you think you have a great looking logo, but is it versatile? In other words, can it be used seamlessly across print and web mediums without losing its edge? A good logo might look amazing on your computer, but a great logo has the same level of impact when printed on a business card or even a billboard. Designing an adaptable logo means making sure it is legible and recognizable when viewed with or without color and when scaled to any size. A versatile logo looks good no matter what.
Ask yourself: Do the colors in this logo look just as good on screen as off? Can I remove the color completely and still be in with love the design?
Don't forget your target audience. What does your brand stand for? Who are you trying to reach? This is a vital question to answer before you begin designing your logo. Take Disney's logo for example. The letters are whimsical and elegant to bring a childlike wonder quality to its viewers. The Nike logo, known as the ‘Swoosh', represents motion and speed with its curved shape – a perfectly crafted mark for the sports industry. Take some time to consider what will resonate best with your customers.
Ask yourself: Is this logo a good representation of what my brand stands for? Will my target audience be able to relate to the story behind my logo?
Just as your business needs to have a competitive edge to stand out in your industry, your logo should do the same. There might be dozens of pizza shops in your town, but what makes your pizza unique? Find a way to capture that distinctive quality that your brand possesses and apply it to your logo. Try to create that "aha" moment that will delight your customers and bring them back for more.
Ask yourself: Does this logo have a "WOW" factor? Is it clever enough to be remembered and discussed by my target audience and their peers?