🧂8 tips for a memorable logo

Hey there. Happy Saturday! Today, I want to share some logo design tips.

A logo is often the first impression people have of your brand. It’s more than just a symbol; it represents the visual identity of your business, embodying its values, purpose, and personality. A great logo is not only about aesthetics but also about making a lasting impact. Here are some top tips for creating a logo that is both striking and memorable. I’ll be using several logos created by Studio Salt to demonstrate each point.

1. Keep it simple

Simplicity is the cornerstone of a memorable logo. Think of iconic logos like Nike’s swoosh or Apple’s apple. They are clean, straightforward, and easily recognizable at a glance. Avoid overcrowding your design with unnecessary details. A simple logo is not only more versatile but also more likely to stand the test of time.

When I worked on Puffer Finance’s logo, the founding team initially wanted a more complex, illustrative style. While I created the version they liked, I insisted on simplifying it. I turned the logo into grayscale, scaled it down to the smallest size, and explained that a complicated logo wouldn’t work well in different contexts. Eventually, they chose the simpler version I suggested, which turned out to be more versatile and adaptable across various colors and media.

2. Prioritize versatility

Your logo should look good across all mediums and sizes, from business cards to billboards. Consider how it will appear in black and white, in small sizes, or on digital screens. A versatile logo ensures that your brand remains cohesive and recognizable, no matter where it’s displayed.

One way I test a logo’s versatility is by imagining it printed on a pencil. Can the logo still be recognized clearly? Are the shapes and letters legible? Turning it into black and white also helps—many complicated shapes look sharp in color but lose clarity in grayscale. A good logo should stand out even on small surfaces or in black and white.

3. Focus on uniqueness

Your logo should stand out in your industry and avoid clichéd design trends. Research your competitors to ensure your design is distinctive. A unique logo helps your brand carve out its own identity and prevents confusion with others.

When we created Huma’s logo, we studied over 500 logos in the crypto space. We found that abstract shapes were a popular trend, which helped define the direction for Huma’s logo. By focusing on the key concepts of connection, unity, and humanity, we created a design that conveyed multiple meanings in one logo. At first glance, the logo may suggest one concept, but upon further inspection, it can evoke several others, adding depth and intrigue.

4. Choose colors wisely

Colors evoke emotions and communicate meaning. Red conveys passion and energy, blue suggests trust and professionalism, and green symbolizes growth and health. Choose a color palette that aligns with your brand’s personality and resonates with your target audience. Don’t forget to test how your colors work in different contexts.

I used to be very conservative with logo colors, having been traditionally trained as a graphic designer focused on print. In the CMYK world, bright colors are difficult to print, but this isn’t the case with RGB. After studying over 1,000 crypto brands, I noticed that neon colors were a growing trend, and I learned how to incorporate them effectively. It’s perfectly fine to use neon brand colors, as long as the logo remains clear and versatile in black and white. Many internet companies primarily advertise online, so unique neon colors can help them stand out. Additionally, printing technology has improved, allowing bright colors to be accurately reproduced on materials.

5. Select fonts carefully

Typography plays a significant role in shaping your logo’s personality. Whether you opt for a sleek sans-serif or a playful handwritten font, ensure that it’s legible and reflects your brand’s tone.

When selecting a font for a logo, I typically present 6-8 options for the team to choose from. From there, we fine-tune the details, such as kerning, cut angles, and rounded corners, to make the font more unique. Small adjustments can make a big difference in creating a logo that’s memorable, rather than using a default, easily forgettable font. However, avoid using too many fonts, as it can clutter the design. If excessive customization makes the font less readable, it’s better to stick with a more standard font.

6. Ensure it tells a story with other brand elements

A great logo isn’t just visually appealing; it also conveys a story or meaning. Think about the message you want your logo to communicate and incorporate elements that reflect your brand’s mission or values.

A logo is just one part of a larger brand story. In addition to the logo, elements like color, font, visual style, and imagery help define how the brand should look and feel. We’ve worked on several "brand extension" projects, helping startups develop a cohesive visual identity that extends beyond just the logo. Without a solid foundation in other brand elements, even a well-designed logo can lack impact. It’s essential to work with designers who understand the broader scope of brand design.

7. Work with a professional designer

It’s okay to start with a simple placeholder logo when you’re just getting started. I often tell founders that your brand means little until people start caring about it. Many founders want a polished brand from the get-go, but it’s perfectly fine to wait until your startup is ready to raise funding.

If you’re not a design expert, consider hiring a professional. Designers bring valuable expertise and creativity, ensuring your logo is both high-quality and strategically aligned with your brand’s goals.

8. Test it in real-world scenarios

Before finalizing your logo, test how it works in real-world applications. Place it on mock-ups like business cards, websites, packaging, or merchandise to see how it performs. This will help you identify any necessary tweaks to ensure the logo has maximum impact.

Conclusion

A memorable logo is a powerful tool for building brand recognition and trust. By focusing on simplicity, uniqueness, versatility, and storytelling, you can create a logo that leaves a lasting impression. Whether you’re rebranding or starting from scratch, these tips will help guide your startup through the process, resulting in a logo you’ll be proud to showcase.

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