Creating a logo that’s both unique and memorable is a big challenge for designers.
Research shows we aren’t as good at remembering logos as we think.
Maybe it’s because most designs out there are overcomplicated. Or perhaps companies are rebranding too often.
It might also come down to how our brains work—we tend to overlook unnecessary details.
Regardless of the reason, logo designers have their work cut out for them.
Let’s see what the pros have to say about creating a memorable logo from scratch!
How to Create a Memorable Logo
1. Simplicity Endured
- Tip Inspired By: Michael Bierut
When Ian Paget from LogoGeek asked the Pentagram designer Michael Bierut for a tip, he got a two-word reply: “Simplicity endured.”
The idea here is that you should keep your design as simple as can be. After all, you want anyone who sees your logo to be able to describe it in basic elements (concentric circles, a yellow rectangle, a little blue bird, and so on).
If it’s too complex or cluttered, odds are, it’s not going to be memorable enough.
In a way, this is a simpler (and slightly more formal) variation of the KISS (Keep It Simple, Stupid) design principle.
But whether you prefer the KISS acronym or Bierut’s “simplicity endured” tip, the key takeaway here is the same: Keep it simple!
2. Pick a Strong Outline and Try Variations of It
- Tip Inspired By: Rob Janoff
When Rob Janoff was working on the iconic Apple logo, he knew one thing for sure: He had to include some sort of apple. Anything else would miss the mark.
So, he presented two versions of the apple logo—one with a bite and one without. Steve Jobs favored the bitten one, and Janoff had a few color/pattern variations ready of the same outline.
The takeaway here? Nail the concept/outline and then work out the rest of the details.
3. Memorable Logos Should Survive Some Distortion
- Tip Inspired By: Will Paterson
Ideally, your logo will be recognizable in almost any situation.
If you cut the logo in half, can you still tell what brand it represents? What if you blur it out?
The better the design is, the easier it will be to recognize despite the distortion.
4. Design for Scalability
Credit: Taras Chernus (left) / Vinzent Weiskopf (right)
- Tip Inspired By: Aaron Draplin
Don’t just blur and chop your logo to put it to the test. Aaron Draplin wants you to check if it’s scalable, too.
People should be able to recognize the logo regardless of the print size and context.
Go ahead and see what your logo would look like on a T-shirt, a cap, an Instagram profile picture, or a massive truck.
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5. Don’t Limit Your Symbolism Options
- Tip Inspired By: Paul Rand
Paul Rand doesn’t believe it’s possible to build a one-to-one relationship between the logo’s symbols and what the company stands for.
So, don’t be afraid of going a little abstract with the logo’s subject matter. The main goal is to create a design that’s memorable, unique, and clear.
Remember that Apple’s logo has nothing to do with the actual products that the company makes. Neither do most of the logos out there.
That said, there’s a brand perception trade-off plus a risk of going too minimalistic.
6. Tread Carefully Around the Rising Ultra-Minimalism Trend
- Tip Inspired By: ~48 pro graphic designers in a survey by Adobe
In April 2024, Adobe released the results of a survey about making a memorable logo. Adobe asked 285 pro designers about their trend preferences and best tips.
Of course, a major logo design trend like ulta-minimalism came up in the questionnaire.
Over 40% of the respondents stood by the trend, and 75% found it authentic. Some even believed ultra-minimalist designs helped make logos recognizable and adaptable across platforms.
The catch? 17% said ultra-minimalism is never their go-to. They would design an ultra-minimalist logo if that’s what the client really wants. Even then, they would still advise against it.
Should you create ultra-minimalist designs? As you can see, the opinions are split, so this is mostly a matter of preference.
However, the criticism the trend is receiving might have something to do with brand perception. Some experts believe that descriptive logs can be easier to process. Plus, they could boost the authenticity and willingness to buy.
If you go for a minimalistic/de-branding project, make sure you understand the most distinctive features of the current logo. This way, you can amplify them in your redesign.
7. Put Your Logo to the Test
Credit: Sarah Dietz
- Tip Inspired By: Daniel Lewis (founder of the tea company, T by Daniel)
This tip comes from a keynote speaker rather than a pro graphic designer, but it’s still worth your time.
You see, we talked about how a logo needs to be unique enough that it latches onto people’s minds. It also should be simple enough that they can accurately recall and describe it from memory.
But how do you test that before you present the design to the client?
Daniel Lewis recommends showing it to a child for a short period. If they can draw its elements without trouble, you’ve succeeded!
This tip is based on the “Branded in Memory” survey by Signs. In that survey, 150 respondents were asked to draw a bunch of famous logos from memory.
37% of the responses were good enough—not perfect, but still recognizable.
Ikea’s logo performed particularly well. Can you guess why?
The colors are bold, and the logo as a whole is designed to be visible from afar.
Meanwhile, logos with more details (like Foot Locker’s referee and Starbucks’ two-tailed siren) were harder to recall.
Final Thoughts
Consumers may never recall your logo perfectly, and that’s perfectly fine.
What’s important is creating a design that’s unique and instantly recognizable, even if the details aren’t always remembered.
Focusing on simple, clean silhouettes often yields the best results.
Credit : Source Post
