In a world of generic, totally forgettable logos, why have some stood the test of time?
Great logos have more in common than you might think. Apply one of these techniques, and you will have a better-than-average logo. However, if you take the time to do it right and apply all of these techniques, you will have crafted a truly memorable logo!
Keep the Design As Simple As Possible
All of the best logos, the ones that have entered popular culture and are instantly recognizable around the globe, have in common an elegant simplicity that the general public has no trouble remembering or recognizing.
McDonald’s Golden Arches. Apple’s Rainbow Apple, with one bite taken out of it. Target’s Target. The Pontiac Arrow. The Nike Swoosh. NBC’s Peacock. All of these are instantly identifiable around the world, but the actual design logo is very simple – just a very basic shape and nothing else.
Keep the Design As Unique As Possible
If you can’t show them something they’ve never seen before, show them something they see all the time, but show it in a new way. If the logo only showcases what is common or expected, then it will not stick in their mind, it will be easily forgotten, and your brand will not be promoted. Fortune favors the bold, so don’t be afraid to think a little bit outside of the box.
Use Colour to Your Advantage
Even when you’re logo includes a familiar shape, consider showing that shape in an unfamiliar colour. Remember the Apple logo – the shape itself is nothing too original, but when they added a rainbow pattern of colours, something memorable and immediately eye-catching was created.
It is important to point out that, in and of itself, colour is not usually the determining factor as to whether a logo is successfully effective or not, but when it is used in just the right way, your choice of colour can make an ordinary logo unforgettable.
Create a Feel for Your Brand
Successful branding means creating an atmosphere where the mention of your company or the site of your logo evokes distinct feelings in your customers. Crafting and cultivating that atmosphere while at the same time designing a memorable logo will forge an association not easily dismissed.
We humans feel those associations with everything in our lives. Our subconscious creates a set of emotions for each thing that we experience – for our vehicles, for our jobs, for our computers, or for our favorite places to eat. Work on enhancing the positive emotions that your customers feel, and they will forever more link the sight of your memorable logo with those emotions.
In marketing, a little bit of exposure goes a long way, but a lot of exposure goes even further. The concept is not difficult – the more often customers are exposed to your logo; the greater the chance that it will stick in their memory, and the more likely it is that they will become familiar with your brand.
Repetition begets familiarity, and familiarity begets acceptance.
The one obvious caveat is to take care as to how that exposure is to occur. If they see your logo on a billboard every morning because it is across the street of their favorite donut shop, positive subconscious associations will be formed, even as the familiarity begins to grow. However, if your logo is attached to a bothersome and infuriating ad that pops up every time they want to check their social media, negative feelings can result.