How to make memorable branding and logos

Creating memorable branding and logos is one of the most important steps in building a successful business. A well-designed logo and cohesive brand can set you apart from your competitors, communicate your core values, and leave a lasting impression on your audience. But how do you go about crafting a brand that truly sticks in people’s minds? This guide will walk you through the essential elements involved in making your logo and branding unforgettable.

What is brand identity?

Before discussing the specifics of logo design and branding, it's important to understand what is meant by brand identity. Brand identity is the combination of visual and verbal elements that define how a brand is perceived by its audience. It includes everything from the logo and typography to the brand’s tone of voice and messaging. Essentially, brand identity is the personality of your business. It's how you present yourself to the world / how you want the world to see you and, more importantly, how your audience experiences your brand. See more on brand identity.

Branding and logos

The logo is often the first thing people associate with a brand. It acts as the face of your company, and can often represent your values, mission, and what you stand for. While logos are a critical part of branding, they are not the entirety of it. Branding is much more broad than just a logo, it ensures all visual and verbal elements consistently represent the brand from colours and typography to how it communicates on social media.

A great logo should be distinctive, simple, and timeless. It needs to capture the essence of the brand while being versatile enough to be used across various platforms, from business cards and letter headers, to adverts, websites and social media. Typically this will require a primary logo which is the company's main logo, a secondary logo, which is a variation of the primary, a simplified version of the logo, a sub-mark logo and in some cases a favicon logo (see image 1 below for the different types of logo for Chanel). However, memorable branding goes beyond just a unique logo; it’s about creating a consistent experience that resonates with the target audience.

Principles of design

Design principles play a foundational role in both branding and logo creation. Understanding and applying these principles helps make your brand stand out. Some of the core design principles include:

Simplicity:

A memorable brand should not be overly complicated. Simplicity in design helps people easily recognise and remember your brand. Think of logos like Nike’s swoosh or Apple’s apple—both are simple, yet highly impactful.

Balance:

In branding, balance refers to distributing visual elements evenly to create a sense of stability. A well-balanced logo or design will be pleasing to the eye, ensuring that no one element overwhelms another.

Contrast:

Using contrast effectively, whether in colour, shape, or font, can help highlight key aspects of your brand. Contrast creates visual interest and can make your branding more engaging and dynamic.

Alignment:

Consistent alignment across your visual materials helps ensure your branding looks professional and cohesive. Proper alignment enhances clarity and guides viewers through your content in a logical manner.

Repetition:

Repetition is important for building familiarity and recognition. This principle is why consistent use of colours, fonts, and imagery across all brand touch-points is so important.

Proportion and scale:

Proportion refers to the relative size and scale of different elements within your branding. It’s important to maintain a balanced proportion in logo design to ensure that all elements are legible and well-composed.

Logo typography

Typography is a major aspect of logo design. The fonts you choose convey the personality and tone of your brand. Serif fonts, for instance, tend to convey tradition and professionalism, making them ideal for more formal brands, while sans-serif fonts are modern, clean, and often used for brands aiming to be more approachable or innovative.

The choice of typography in a logo should also be highly readable, even when scaled down to smaller sizes. For instance, when designing a logo, it’s crucial to ensure that the chosen font works well in various contexts—whether displayed on a business card, website, or billboard. Additionally, consider the spacing between letters (kerning) to achieve a visually pleasing look.

Logo imagery

Imagery is a powerful tool in logo design. The image used should communicate something about the brand's identity. For instance, a tree might symbolise growth or sustainability, while an animal might convey strength or agility. Imagery must be relevant to the brand and industry while being simple enough for quick recognition.

Creating a unique logo

Creating a unique logo starts with research. Look at what your competitors are doing and identify what makes your business different. A unique logo should communicate your brand’s values and mission while standing apart from others in your industry.

Simplicity often leads to the most recognisable and memorable logos. Consider the FedEx logo with its hidden arrow. These logos are unique not because they are overly complex, but because they use clever design elements to communicate their message effectively.

Logo testing

Once you’ve created your logo, it is beneficial to test it in different scenarios. Logo testing ensures that your design works across various platforms and mediums. Consider how the logo appears on both large formats (such as billboards) and smaller ones (such as social media icons).

It’s also wise to gather feedback from potential customers or target audiences during this stage. Ask whether the logo conveys the right message, whether it’s easy to recognise, and whether it stands out from competitors. This feedback can guide revisions, ensuring the final logo is what you want it to be.

Consistency in branding

Consistency is one of the most important factors in making your brand memorable. Whether it's your logo, typography, or tone of voice, maintaining a cohesive look and feel across all platforms helps your brand become easily recognisable.

For instance, Coca-Cola has maintained its red-and-white colour scheme and distinctive script font for decades. This consistency helps reinforce its brand identity and keeps it top of mind for consumers. When your branding is consistent, it builds trust with your audience, as people come to recognise and rely on the look and feel of your brand.

Brands and emotion

Strong brands summon emotion. Whether it’s joy, nostalgia, or trust, connecting with your audience on an emotional level enhances memorable branding. This emotional connection can often lead to brand loyalty, where customers feel a personal connection to the brand and its values.

Consider brands like Disney, which taps into emotions of wonder and imagination, or Patagonia, which appeals to environmental consciousness and adventure. These brands have built deep emotional connections with their audiences through their consistent branding, messaging, and values.

Tone of voice branding

Tone of voice is another essential element of brand identity. It refers to the way your brand communicates through language, whether in marketing materials, social media posts, or customer service. The tone of voice should reflect the brand's values and personality, just as much as the logo or visual design does.

For instance, a brand like Innocent Drinks uses a witty, conversational tone that matches its playful visual identity, while a financial services company might adopt a more formal and reassuring tone. Defining your tone of voice and using it consistently helps create a cohesive brand experience.

Values of a brand

The values of a brand are the guiding principles that shape how the company operates and interacts with its audience. These values often serve as the foundation for the brand’s identity and should be clearly communicated through both visual design and messaging.

For example, if your brand values sustainability, this should be reflected in your logo design, packaging choices, and marketing efforts. A brand that clearly communicates its values is more likely to build trust and loyalty among customers who share those values.

Positioning and branding

Brand positioning refers to how your brand is perceived relative to competitors in the market. Effective positioning helps differentiate your brand by highlighting what makes you unique and why consumers should choose you over others.

Positioning should be based on a deep understanding of your target audience, their needs, and the competitive landscape. Whether you’re positioning your brand as a luxury option, a budget-friendly solution, or an innovative disruptor, the key is to consistently communicate that positioning across all brand touch-points.

Evolution of a brand

Brand identity is not static. Over time, as your business grows and markets change, your brand may need to evolve. This doesn’t mean abandoning your core identity, but rather adapting to stay relevant.

For example, brands like Starbucks and Pepsi have gone through several logo updates over the years, each time refining their designs to reflect changing consumer preferences while maintaining recognisability. When evolving a brand, it’s important to retain elements that are integral to your identity, while embracing innovation and change where necessary.

Conclusion

Memorable branding and logos are built through thoughtful design, consistency, and emotional connection. By understanding the principles of design, choosing the right typography and imagery, and maintaining a cohesive brand identity, you can create a brand that stands out and resonates with your audience.

As markets evolve and consumer preferences shift, don’t be afraid to adapt your brand while staying true to its core values. With the right approach, your brand can become a lasting symbol that people not only recognise but also connect with emotionally.

For help defining your brand, creating assets and content that reflects your brand, book a free chat with our team today.