Great logos are easily remembered. Visually pleasing & simplistic design is always more mnemonic than something that's complicated or muddled.

I frequent rebrand blogs (Brand New & Rebrand mostly) and I've noticed the trend of simplicity, taking what was and asking "Is it necessary?" and translating that answer into a core identity with new life and sustainability. I've always heard your are finished with a design when you've removed everything you can and it still retains its intended meaning.

Sustainable logos focus on uniqueness and distinction over understanding what the organization does. Starbucks does not care if anyone understands why there is a siren on their logo. Mobil does not care if anyone knows why their "o" is red. BMW knows being remembered is more important than their audience knowing what the checkerboard circle means. Nike knows the swoosh was ambiguous at first, but with time they've created meaning.

Simplicity builds retention, and retention trumps comprehension. Great logos are easily remembered.

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