How to Create a Memorable Logo

A memorable logo features an object you can easily recognise — a man, woman, cat, mouse, house or anything else you’ve seen a million times before. Your brain already knows what it’s seeing when you look at logos and all it has to memorise is the specific details and intricacies.

On the other hand, abstract logos are very hard on our brain because there is nothing we can compare them to.We either have to memorise them in full or forget them altogether — there is no middle ground. Since we are all stretched for time and attention, you can imagine how many abstract logos get remembered.

Here are the top 3 techniques you can use to design a memorable logo, as well as the challenges that are involved.

1. Pick an animal

Some of the most iconic brands are actually rooted in animal symbols. Throughout history, animals have always been a source of inspiration for artists. An animal can be an excellent way to represent a company, product or service because it has a personality and specific traits.

To design a successful animal-inspired logo, first consider what type of animal is the best metaphor for your client  A lion can stand for courage, strength and determination. A dolphin makes us think of friendship and joy. Puma signifies speed and sophistication. The options really are endless.

Once you’ve picked an animal, figure out what style you’re going to use, as different artistic approaches can make two logos look completely unrelated, even though they are inspired by the same animal character.

2. Celebrate nature

Flowers, leaves, trees and places always attract our attention — we are creatures of nature. This is why subjects like these can make a beautiful and memorable logo. This approach works best for food, travel and restaurant industries, but it can do wonders even in places you least expect (just think of Apple computers).

For best results, go beyond simple decoration and try to tell a story. Plants and places don’t carry a strong meaning like animals do, so it’s your job to make an interesting point with your design.

3. Put a face on it

Since the dawn of humanity, people have relied on each other to survive and thrive. No wonder we remember and recall faces best, no matter how similar or different they are. Our brain memorises face and character logos very easily, which is why they work so well.

To create a successful version of this logo, make the face as distinct as possible by focusing on a certain detail — eyes, hair, hat or something else. This will give the face special character so it can be easily remembered and recalled later.

A word of warning

Using any of these 3 techniques can be bad for originality. For example, hundreds of companies use lions in their logos. If you draw an ordinary lion or use some stock illustration, your logo will end up looking uninventive, boring and impossible to separate from thousand others.

The art of interpretation is your best friend here. You have to put your own spin on how familiar objects look and design them like a true artist. For example, a face can be made of petals. A peacock can look like a diamond.

For inspiration, study book illustration and surrealist painters and see how other artists use imagination and fantasy to interpret everyday objects. Then go make a great logo.

RESOURCE: Anton Zlatev