How to Design a Compelling Logo

Creating a Memorable Brand Identity

Designing a logo is a crucial step in building a successful brand. A logo serves as a recognisable symbol that represents your company, product, or entity. In this blog, we will explore the concepts of
logos and brands, discuss the importance of a good logo, and provide practical steps to help you design an effective logo for your business.

The Concepts of Logo and Brand Explained:

To better understand logo design and branding, let’s define these concepts:

Logo Definition: A logo is a graphic symbol that identifies a brand. It combines typography, graphics/symbols, and colours to create a unique visual representation

Brand Definition: A brand encompasses the overall perception people have of a company, its products, and activities. It includes both practical and emotional associations triggered by various touchpoints, such as the brand name, logo, visual identity, and more.

The Importance of a Good Logo:


A well-designed logo offers several benefits for your brand:

  • Grabs Attention: A visually appealing logo captures attention and makes a strong first impression.
  • Establishes Brand Identity: Your logo forms the foundation of your brand identity and reflects the essence of your business. This is where you need to know how to talk with your ideal customer or audience and who they should be.
  • Memorable: A memorable logo leaves a lasting impression on your audience, increasing brand recall. Let’s think of Nike or Adidas.
  • Sets You Apart: A unique logo helps differentiate your brand from competitors in a crowded marketplace. 
  • Fosters Brand Loyalty: A well-designed logo builds trust and loyalty among customers, encouraging repeat business. Apple is a great example of this.
  • Audience Expectations: A professional logo conveys credibility and professionalism, meeting your audience’s expectations. Rollex really calls to a specific audience looking for premium and luxury features.

What Makes a Good Logo:

  • Simplicity: Simple logos are often the most impactful and memorable.
  • Relevance: A great logo aligns with your target market and effectively communicates your brand message.
  • Memorability: A logo that sticks in people’s minds ensures that your brand remains unforgettable.
  • Timelessness: A logo that withstands the test of time maintains its relevance and avoids frequent redesigns.
  • Versatility: A versatile logo adapts to various mediums, from digital platforms to printed materials.

How to Design a Logo:

  • Define Your Brand Identity: Clearly articulate your brand’s personality, values, and mission, ensuring your logo reflects these elements.
  • Seek Inspiration: Research successful logos in your industry for inspiration while avoiding direct imitation. The bitten Apple logo is clean, minimalist, and instantly recognisable.
  • Determine Logo Style: Choose a design style that aligns with your brand identity, such as minimalist, vintage, or modern.
  • Decide on a Colour Scheme: Select colours that evoke the desired emotions and align with your brand’s personality.
  • Pick a Font: Choose a font that complements your logo design and aligns with your brand’s tone. The timeless Coca-Cola logo features a distinct script font that evokes a sense of nostalgia and classic charm.
  • Outline a Logo Shape: Consider different shapes and forms that enhance the visual impact and meaning of your logo. The Nike Swoosh is a simple and iconic logo that represents athleticism and movement.
  • Create a Logo: Utilise design software or hire a professional designer to bring your logo concept to life. They always know better how to visualise your ideas. For example, if you were building your own table vs hiring a carpenter, they would do it better and faster with more professional results.
  • Refine the Results: Iterate and refine the design based on feedback, ensuring the final logo captures your brand’s essence.
  • Make a Final Decision: Choose the best version of your logo and finalise the design.
  • Put Your Logo to Work: Download high-quality image files of your logo for use on your website, social media platforms, and printed materials. PNG and JPG files will work well on your website and social media platforms. A vector file (SVG, EPS) will allow for more scalability, ensuring the quality of your logo’s image at any size. Consider creating variations for different applications, such as favicons or smaller packaging spaces.
  • Establish Brand Guidelines: Include your logo and specifications in a brand style guide or visual identity guide to ensure consistent usage as your brand grows.

*Branding created by the team


Designing a logo is an exciting journey that requires careful consideration and alignment with your brand identity. A well-designed logo establishes brand recognition, fosters loyalty, and sets you apart from the competition. By following these steps and understanding the principles of effective logo design, you can create a memorable and impactful logo that represents your brand’s unique identity.

Remember, your logo is just the beginning. It’s the visual cornerstone of your brand, and it’s essential to consistently deliver a great brand experience across all touchpoints to build a strong and successful brand presence.

Now, unleash your creativity and design a logo that captures the essence of your brand!