Every logo tells a story. Great logos, they cut the fat away without removing the overall message. The sign of a great logo is it’s memorability. Who can close their eyes and see the Nike logo, the Apple logo, the McDonalds logo in their mind?
Following closely on the principle of simplicity is that of memorability. An effective logo design should be memorable. In essence, that’s the point of a logo, right? You want people to clearly identify your business name from the crowd of competitors around you.
This is achieved by keeping it simple, yet appropriate. Let’s take a look at some of the great logos of the world and why they are memorable.
Not only do they make great computers, their logo is great too! Yes, it’s an apple. But it’s an apple with a byte missing… Get it? The logo is also very simple. It works well on many different mediums. No drop shadows, no gradients. Not a computer in sight. From monitors, to building signs and billboards, to the back of your iPhone. This logo is everywhere and works perfectly every time.
Yes you can probably get a better burger around town these days, but their logo is fantastic. Does it get any more iconic or memorable than the golden arches? It is so widely recognised the world over, it doesn’t even need the business name with it for it to be recognised. U2 even ‘borrowed’ an arch for their Popmart world tour back in the 90s!
Another great logo, ice creamery Baskin Robbins is known for its 31 flavours. In fact, they were called Baskin Robbins 31 for over 50 years from when they opened in 1953. When they re-branded back in 2007, they dropped the “31” from their business name. Cleverly, the designer still managed to work the 31 into the new logo (can you see it?)
These logos are great examples of how important memorability is to logo design. How do we do this? We keep it simple! Without sounding like a broken record, simplicity is really the cornerstone of great logo design. It allows for memorability and perfect reproduction across a wide variety of media. Take a look at your logo, it is overweight? Could you drop an element to get back to the core of what your business represents? If you want a second opinion, get in touch and set up a free, no obligation logo appraisal.
“Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role. This does not imply that appropriateness is undesirable. The only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.” Paul Rand