Your logo is one of the first things a customer sees when they come into contact with your business, and its impact can’t be underestimated.  

With that in mind, our Growth design team put together key elements of logo design. 

According to them, your logo should be:  

  • Memorable
  • Timeless
  • Appropriate as the first impression of your business

But that’s not easy to achieve.

So, here are some foundational ideas around those elements to get you started thinking about your logo.  

Memorability: Make It Stick

The Apple brand logo shown through time from 1976 to the present.

A logo that’s easy to remember will stick in the mind of customers and help them to remember the company it represents (and go back to that business again and again). 

The best way to create a logo like that is to make it: 

  • Simple
  • Unique

If a logo is simple, it’s easier for customers to remember.

Resist the urge to include every aspect of your business in one simple design. 

Sometimes, it’s best to boil the concept down to what your business does for your customers, which isn’t always your business’s origin story. 

Who you’re business IS should be second to what your business does for others.

Consider what differentiates your business from your competitors and focus on that for a simple, unique logo that people associate with the value you offer them. 

Example: Apple. 

Conflicting theories abound as to why Steve Jobs chose the name “Apple” for his startup tech company in 1976, but the logo was created to conflate the name and the image into one design. 

It’s simple and unique, and no one ever forgets what it means: functional computer systems and the people who build them. 

Timelessness: Future-Proof!

The logo of the Coca-Cola brand though time from 1886 to the present.

#1 Pro Tip: Whatever you do, avoid relying on trends or fads for your logo design. 

Logos that stand the test of time are those that are as authentic as the businesses they represent. So, it’s best to create a logo that shows off whatever spirit your business exudes.  

After all, you certainly don’t want to have to change it after those fads go out of style (and believe us, they will go out of style). 

Example: Coco-Cola.

Designed in 1887 by an accountant who worked for the company—and modified very little over the years—the Coca-Cola logo represents one of the most successful brands in history. And, in the beginning, they just loved the way it looked. 

Now, it represents something that goes “BAM red and white swirlies” when you drink it and conjures delight for humans all over the planet.  

Appropriateness: Strong First Impressions

The Nike brand logo from 1971 to the present.

A good logo should reflect the values, mission, and culture of the company

Color, texture, typography, and overall design should put your business’s personality, tone, and mood front and center. 

For instance, a logo for a children's toy company should be playful and colorful, while a law firm’s logo should be professional and way more serious. 

But a logo should also be appropriate for the target audience of the company. 

(We hear you! Yes, it’s complicated).

If you can show what your business makes, does, or sells in that design, even better. 

Example: Nike.

Nike’s memorable, timeless, appropriate swoosh was designed by a graphic design student in 1971 for $35 (fun fact: they did give her stock options worth over $1M and a diamond ring with the swoosh on it after the fact). 

The whimsical swoosh shows movement and speed—which is exactly what Nike’s positioning statement (and their product) promises. Well done.  

Notes on Color in Logos

Color plays a big role in how a logo is perceived by customers. 

Different colors evoke different human emotions and feelings that have a powerful effect.

Think red, for instance. It can evoke feelings of energy and excitement. Blue, as another example, feels like trust and dependability. 

It’s vastly important to choose the right color that’s appropriate for your company to appeal to your target audience.

Pro Tip: Choose one color for your logo (and your website design, too). Monochromatic logos work way better than those with colors that compete against each other for the viewer’s attention. 

Quick Tips on Typography

The typography (or font) used in a logo can also have a big impact on how it is perceived by customers. 

It should be easy to read for accessibility and appropriate for your company, too. 

For instance, a font that’s too fancy or ornate may be hard to read and may not be appropriate for a company that wants to be seen as professional and serious.

Combine the Three Elements = Gold

Growth logo for logo blog

All the best logos out there have key elements that make them memorable, timeless, appropriate, and well-designed.

But that can be a hard nut to crack when you’re so close to your business. We get it. That’s why we get a bird’s eye view of your business to design a logo that delights and converts at the same time. 

Example: Growth. 

Simple, appropriate, and timeless, the Growth logo represents exactly what we do for our clients, each other, and ourselves at Growth: grow better, together. 

The circle around a coastal redwood in a bright, monochromatic green shows the world that we are all things growth. 

Need a stronger first impression? Our branding team stands ready to help you develop a logo that shows the world exactly who you are and what you offer. 

Let’s talk about what you’re looking for. 

Stand out from the crowd with Branding + Content Services from Growth