How to Create a Memorable Logo: 10 Essential Design Considerations

Designing a logo is one of the most important steps in shaping your brand identity. It becomes the visual “face” of your business across every touchpoint, from social media to signage, uniforms, websites, and printed collateral.

A great logo should be simple, distinctive, and instantly recognisable. To help you create one that stands out for all the right reasons:

1. Understand Your Competitors

Before you begin, spend time researching your market. Look closely at your competitors’ logos and brand styles. Identify what’s overdone, what feels dated, and where there’s an opportunity to differentiate. The goal is to create something original, contemporary, and unmistakably yours.

2. Start in Black and White

A strong logo should work in its simplest form, without colour, gradients, or effects. Designing in black and white ensures your shapes, spacing, and structure are solid before you introduce brand colours. This is especially important for documents or materials printed without colour.

3. Design for Versatility

Your logo will appear everywhere: websites, social media, print materials, signage, apparel, email signatures, merchandise, and more. Make sure it’s flexible enough to remain impactful across all formats.

4. Ensure Scalability

A great logo must look just as good at 24px as it does on a 24-metre billboard. Test it small (like a social media icon) and large (like vehicle graphics) to ensure it stays legible and well-proportioned at every size.

5. Consider Custom Typography

If you want a truly unique mark, custom type can help set your brand apart. It prevents your logo from being easily replicated and gives you a proprietary feel, much like the classic Coca-Cola script.

6. Tell a Meaningful Story

Strong logos aren’t just visually appealing, they carry meaning. Whether it’s a symbol inspired by your industry or a subtle reference to your values, a clever story adds depth and makes your logo more memorable.

The famous arrow hidden in the FedEx logo is a perfect example of meaning built into form.

7. Design for All Platforms

Think ahead: how will your logo look embroidered on a shirt, printed on a pen, displayed on a website, or reversed out on a dark background? A well-designed logo should adapt easily and still look like “you” in every setting.

8. Create Variations for Flexibility

Most modern brands benefit from having a logo suite, including:

• a primary logo

• a secondary (horizontal) version

• a simplified icon or mark

  
  

These variations allow your brand to remain cohesive without being squashed into layouts where it doesn’t fit.

9. Keep It Simple and Timeless

Trends come and go, but simplicity lasts. Clean shapes, clarity, and balance help your logo stay relevant for years. Avoid overly detailed illustrations or complex effects that won’t age well.

10. Aim for Emotional Connection

The strongest logos trigger a feeling, trust, excitement, innovation, calm, or strength. When your logo aligns with your brand personality and values, it connects with your audience on a deeper level, making it far more memorable.