The 10 Best Kept Secrets for Designing a Memorable Logo

Written by Branding, Design

Do you know what a logo is? If you are beginning your start-up company, knowing where to begin may seem daunting. What however, is the first attribute of a famous brand. Their logo, whether it be the enticing golden arches of Mcdonalds or that electric swoosh from Nike, these designs stand out. You don’t need to be a professional designer to create memorable logos such as these. These are the secrets to designing a memorable logo, that will surely leave an impact on your customers.

1. Grasping an Understanding of Shapes

Shapes are very important in logo design

There is a psychological understanding to each shape we see. This is fundamental when it comes to logo design, in fact a professional designer takes this into account. To evoke certain feelings from your customers you may want your brand to utilize certain shapes. The shapes you choose should correlate to your industry, so customers will be able to infer your services simply from your logo.

Understanding what associations shapes have, leads to designing a stronger logo.
Here are a few more example:

  • Circles: Community, Unity and Perfection
  • Curves: Motion, Happiness and Rhythm
  • ​Rectangles: Familiarity, Trust and Uniformity

2. Designing a Personality

Make sure your logo has personality

Create a harmonious design using shapes and letters to compose an appealing logo. Your brand design will develop a life of its own, if it is crafted with care and creativity.

​A clever way of accomplishing this is by creating a double entendre. By wrapping two images around each other it can turn a simple design into a clever concept. This trick of the eyes will make people appreciate the design and create an impactful logo.

​Get imaginative with your design, but remember simple is better when you are designing.

3. Understanding the Meaning behind Colors

Colors can change the feeling about your logo

​Deciding which colors to use is about more than just choosing your favorite colors. Just like with shapes, there is a psychology to color design. Gaining an understanding of color association can elevate your design.

​There is a psychological thinking behind colors. Understanding the way they are perceived will create an effective logo. Certain colors will evoke certain emotions, use this information to your advantage. Plan your color choices in accordance to what you want customers to feel. Choose colors that will accommodate both your digital and printing needs.

4. Avoid using Gradients

Avoid gradients in your logo design

​Gradients are a controversial topic in design. While they can add cool effects, they should generally be avoided. Take into account the practicality of your logo.

​Gradients cause complications when it comes to designing. This is because their effects don’t translate well onto paper. Digitally, gradients will add extra style, however on print your design may collapse.

Avoid using gradients in your design.

5. Formatting your Logo

Make sure your logo is formatted correctly

​Properly formatting your design will save time. Using Illustrator to edit a Vector logo is far easier than a pixelated (Raster) image and most importantly, these files look best when printing. Vector files never lose quality when being resize, raster however will.

Properly Formatted Vectors:

  • Ai (Adobe Illustrator)
  • Esp (Encapsulated PostScript)
  • Svg (Scalable Vector Graphic)

Low Quality Files:

  • .jpg
  • .gif
  • .png

​Ensure that your design never loses its quality, the proper formatting will keep your design versatile.

6. Brilliant uses of negative space

Be mindful of negative space in your logo design

There is a lot of competition between brands these days, creating a unique and memorable design will keep you in the minds of your customers. This is where brilliant uses of negative space can help you design a logo with added meaning. Utilizing negative space can create an illusory double entendre in your logo that will certainly make you audience take a second look.​

There is a deceptively simple use of negative space in the FedEx logo. The space between the “E” and “X” creates an arrow. Negative space can allow for complexity in a simple design. Get creative with negative space. Find an ingenious way to utilize negative space to create a powerful impression. Potential customers will be more likely to remember you.

7. Illustrations Over Photograph

Avoid using photographs in Logos. Use illustrations instead.

Avoid using photographs as a design element. They are not as versatile as illustrations. Illustrations can create a simpler and more effective design than a photograph. Photographs cannot be great logos, they can however lead to excellent designs. Feel free to use a photograph as a reference. Remember simple is best when creating a memorable logo.

8. Using Typography

The typeface you select is important to your logo design

Brilliant use of typefaces can elevate your branding. Typography can be quite effective when designing your logo. Don’t overlook this design aspect, as it can express more about your company. For instance, brands associated with formal themes tend to use cursive. Perhaps you desire a minimalist style, sans serif fonts can convey just that.

​9. Eliminate Drop Shadow in Your Logo

Eliminate any drop shadows in your logo

​Drop shadows are controversial  in logo design. Digitally their effects look amazing, however in print it will collapse. If you are considering adding a drop shadow, its better to drop that idea, since drop shadow’s will often add visual clutter. Muddling your core design elements.

​There are a number of blending options to create that desired effect for your logo. Format your logo design for digital and print.

​10. Scale your Logo for a Variety of Sizes

Make sure your image can be scaled for any use

​Ensure that your logo can accommodate any size, as it will appear on business cards and posters, keep flexibility in mind. Have your logo ready for multiple mediums. Don’t make the mistake of creating a small file. When creating your logo in a program such as illustrator keep your files resolution at 300 dpi or higher.  A higher resolution will ensure the quality of your logo remains intact when shrinking or enlarging it.

Conceptualize your design and keep playing around with it. Once you strike the perfect balance with these design elements, learn the ways you can show it off. can accommodate any medium you need your logo printed in. With a variety of options at your disposal, your logo will be sure to become a viral success.

Last modified: January 31, 2020

4 Responses to :
The 10 Best Kept Secrets for Designing a Memorable Logo

  1. Scaling the size of the logo for a variety of options is very true because it allows you to use your logo in a variety of cases.

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