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7 Tips for Developing a Logo That People Won't Forget The right logo can strengthen your brand — here's how to choose one.

By Kendra Stephen

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Your logo is the face of your brand, the first thing people see and associate with your business. That's why it's crucial to create a logo that not only stands out but also resonates with your customers. Let's take Coca-Cola, for example. Its logo is one of the most recognizable in the world, and the company is one of the most valuable brands globally, worth an estimated $64.4 billion according to the 2020 Forbes Most Valuable Brands list. That's the power of a memorable logo.

Aside from financial benefits, a memorable logo helps to build trust with customers and differentiate your business from competitors. Your logo should convey professionalism and credibility and establish your business as a leader in your industry.

So, what makes a great logo? Here are seven tips that can help you develop a logo that represents your brand and resonates with your customers.

Related: What Is a Logo? Just the Beating Heart of Your Brand, That's All.

1. Keep it simple

Simplicity is key when it comes to designing a memorable logo. Think of iconic logos like Nike's "swoosh" or McDonald's golden arches. Both are simple yet instantly recognizable. A simple logo is more likely to be memorable and easy to reproduce across different mediums, including print and digital. Cluttered and complicated logos can be challenging to read and detract from your message.

2. Make it unique

Your logo should be distinguishable from your competitors. This can be achieved through the use of bold colors, interesting shapes or an unusual font. For example, the Amazon logo uses a distinctive arrow that also doubles as a smile, making it more memorable. Your logo should leave a lasting impression in the minds of your target audience. It is crucial to create a logo that goes beyond just being visually appealing. It has to stand out while capturing the essence of your brand in a way that resonates with your customers on a deeper level.

Related: Can You Find the Hidden Images in These 40 Brand Logos? (Infographic)

3. Make it relevant

Your logo should be relevant to your business and the products or services you offer. For example, Patagonia's logo features a mountain range, reflecting the brand's focus on outdoor adventures and nature. A relevant logo serves as a visual communication tool that conveys information about your business to your target audience. It can depict the nature of your products or services, your industry focus or the specific benefits customers can expect.

By capturing the essence of your business in a concise and visually appealing way, a relevant logo effectively communicates your brand message. When customers see a logo that directly relates to your business, it triggers instant recognition and creates a connection in their minds. This recognition can lead to increased brand recall and improved brand awareness.

4. Choose the right colors

Color is an essential element of any logo, and the right color choice can evoke specific emotions and feelings. Consider the psychology of colors when choosing the right color scheme for your logo. For example, blue is often associated with trust and professionalism, while red can signify passion and excitement. Red is said to evoke hunger and urgency, which could be why fast-food chains such as KFC use it in their logos.

Related: Using This Color in Your Facebook Ads Could Increase Your Click-Through Rate

5. Consider typography

The typography you choose for your logo can also have a significant impact on its memorability. Choose a font that reflects your brand values and personality. For example, the font used in the Coca-Cola logo is instantly recognizable and helps to convey the brand's classic, timeless image.

6. Be adaptable

Your logo should be adaptable and work well in different contexts and on various mediums. For instance, the logo for the social media platform Facebook is designed to work well in a small square format, making it easy to use across different social media platforms. Consider how your logo will look in various sizes and mediums, and design it accordingly.

7. Be consistent

Your logo should be used consistently across all marketing materials, including your website, social media profiles and printed materials. Consistency helps to reinforce your brand identity and make your logo more memorable over time.

In today's crowded marketplace, it's essential to have a memorable logo that resonates with your customers. By following these tips and incorporating them into your logo design, you can create a logo that stands out, reinforces your brand identity and helps to drive financial success for your business. Remember to keep it simple, unique, relevant and memorable, and choose the right colors, typography and design elements. A well-designed logo can help establish a stronger presence in your industry.

Kendra Stephen

Business Strategist and Brand Protection Attorney

Kendra Stephen is the founder of BrandProtector.com, a brand-security agency for entertainers, professional athletes and entrepreneurs. She uses her business acumen and legal expertise to provide business strategies that protect brands while increasing brand value.

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