Your company logo is the essence of your business. It’s meant to relate everything the public should know about your business in a single visual form. Much like the insignias of Ancient Rome and heraldry of medieval nobles, a business logo also tells the world who you are and what you aim to achieve.
But what sets apart a great company logo from common examples? What’s the secret of creating memorable logos that have an immediate impact and recognition? Discover three simple secrets that ensured brand logos weren’t just enticing but also memorable for years after their conception. Whether these logos are hand-painted on walls or embossed with automatic foil stamping equipment, you’re bound to recognize the following brands because of these tenets.
If you want your brand logo to be remembered, it has to be unique. Otherwise, people could glance at your logo and think of a competitor rather than your business. Although it could be tempting to join a design bandwagon, you’re going to be much better off finding a unique design that accurately captures the spirit of your company. Your design must be recognizable in any context and unmistakable in nearly every facet.
The Apple Logo
One of the best examples of a unique corporate symbol, the Apple logo was designed by Rob Janoff. The only direction he received from Apple founder Steve Jobs was not to develop a cute logo. Naturally, Janoff sought to bridge the name of the company with its design and came up with the iconic fruit symbol. The Apple logo remains one of the most unique in the world, all thanks to its small bite, which Janoff didn’t know played into an accidental pun between “bite” and “byte.”
Although uniqueness is an essential component of a memorable logo, making your symbol overly complicated isn’t the best way to go about it. Designers routinely encounter the phrase “keep it simple” during their careers, and the adage holds true. A complicated logo isn’t going to be memorable; it’s just going to look garish.
The Nike Swoosh
With or without text, the Nike Swoosh is instantly recognizable. The swooping emblem was designed by Carolyn Davidson in 1971, back when Nike was called Blue Ribbon Sports. Davidson was paid $35, or approximately $200 today, to create a logo that represented speed. The swoosh design conveys that message without the need of any adornment. Whether you see the Swoosh on a pair of shoes or your socks, you know they’re Nike and are therefore built for speed.
The final element of a successful and memorable logo is its staying power and its consistency. If your designer has done a good enough job, there’ll be no need to rebrand yourself and alter the logo in a significant way. But more importantly, you need to retain its essence throughout the years. In every ad, in every product, and every location you put that logo, it must maintain its basic design. By consistently using it, you ingrain it not just in the memory of individuals but society as a whole.
The Coca-Cola Letters
Easily one of the oldest logos in the world, Coca-Cola’s curvy lettering dates back to 1886 when Frank Robinson first designed it. The old-timey script reminds people of how long the company has been brightening up their lives with its beverages. Aside from a single year, the Coca-Cola logo has been virtually the same for over a hundred years, giving it a century of cultural impact.
Uniqueness, simplicity, and consistency are the three tenets to keep in mind. With them, your business logo may one day end up as a staple and a comforting reminder of human civilization and ingenuity.