Making a memorable logo: Tips and trends from graphic designers

A logo can make or break a brand’s identity, so having an insider’s view on design can be helpful when you’re making your own logo. We surveyed 285 professional graphic designers about logo design tips, trends, and preferences to identify what makes for a good logo design. We also explored the most iconic logos, popular fonts, and color psychology — how colors make us feel — to guide your creative decisions in even more detail.

Key takeaways



Icons of design

In graphic design, iconic company logos are powerful symbols that represent creativity and a brand’s identity. The following are the top 10 most iconic logos of all time, as recognized by graphic designers. “Iconic” means these logos are simple, memorable, timeless, and adaptable. They stand out and convey a brand’s message and values.

Professional graphic designers ranked Coca-Cola, Apple, and McDonald’s logos as the most iconic of all time. We also asked them to rate the most iconic logos by industry, including tech, automotive, food and beverage, entertainment and media, and gaming.

Within the tech industry, Apple won 80% of the vote as the most memorable tech logo. Most graphic designers (87%) said they prefer Apple’s bitten apple over Android’s green robot. And while Twitter’s retired blue bird ranked third among tech logos, 89% of graphic designers said they prefer it over the new X logo.

Tech giants like Apple and Google were ranked at the top across generations, but Gen X, millennials, and Gen Z clearly preferred Apple’s logo the most. The automotive industry tells a different story. Mercedes-Benz led overall with a 46% rating, but generational preferences varied. Gen X showed a strong liking for Volkswagen and Audi logos, while millennials and Gen Z leaned more toward BMW and Ferrari logos.

In the food and beverage sector, Coca-Cola and McDonald’s logos resonated deeply across generations. Coca-Cola (73%) maintained its top ranking across Gen X and Gen Z, though with a slight dip among the youngest graphic designers. McDonald’s and Starbucks ranked second and third among all generations, with millennials voting for McDonald’s the most (72%) and Gen Z for Starbucks (52%).

Disney topped entertainment and media brands with a 59% rating overall, enjoying its highest appeal among Gen Z (64%). Gen X harbored a unique nostalgia for MTV, as its logo ranked first among them with 46%. Gen Z (56%) and millennials (40%) were the two generations to show a preference for the iconic red Netflix logo.

As for gaming logos, Nintendo remained a classic favorite and held a consistent lead across generations, peaking at 72% with millennials.

Simple logo design

Over 30% of graphic designers have debranded a logo in the past year, meaning they’ve stripped the design down to its most basic elements to achieve a cleaner, more modern look. Some designers expressed that this ultra-minimalist logo design makes logos more easily recognizable and adaptable across different platforms and media.

Ultra minimalism in logos produced mixed opinions: while 42% of designers supported this trend and 75% believed in its authenticity, some were cautious about the style. Nearly 20% said they would design an ultra-minimalist logo for a client if asked to but would advise against it. According to professional graphic designers, the most important logo design attributes in 2024 were:

Nearly 80% of graphic designers also said industry relevance and brand identity in logo design are extremely important. Additionally, over 70% said establishing an emotional connection through logo design is important. As for the debate around cursive logos, 20% of designers suggested that brands should move away from this style.

Alongside visual elements, people also pay attention to the text featured in a company’s logo. While some logos incorporate text as a major part of their design, others opt for a typography logo, which consists primarily of letters. Not sure where to start with your logo? Here are some emerging trends that could help.

Graphic designers voted simple shapes as the biggest design trend of 2024, followed by symbolism and bold or experimental typography. When it comes to text logos, the classics remain in vogue with a modern twist. Helvetica, renowned for its versatility and readability, was favored by 41% of designers. Futura, with its geometric precision, followed at 39%, while Montserrat’s contemporary feel appealed to 34% of those polled.

Color in design

Choosing colors in design goes far beyond aesthetics. Colors can send a message by evoking different feelings and emotions, and this study is known as color psychology. To conclude our study, graphic designers ranked their emotional responses to 10 different logo colors.

Our study revealed what emotional reactions different colors evoke among graphic designers. These were the concepts they most associated with each logo color:

To apply this information to your brand, start by identifying what you’d like your logo’s color to say about your business. For example, if you plan to cater to a sophisticated crowd who likes luxury items, black and purple might be your best choices. Need to show that your brand is fun and youthful? Try yellows or pinks in your design.

Our exploration into the world of logo design, guided by the perspectives of professional graphic designers, sheds light on what makes branding impactful. From the timeless appeal of icons like Coca-Cola to the preference for simplicity and authenticity in modern designs, the key takeaway is clear: a logo’s power lies in its ability to evoke emotions and effectively convey a brand’s identity. As we look ahead, the trends of minimalism, meaningful color choices, and thoughtful typography will likely be common beacons for future designs, resulting in logos that catch the eye and resonate with consumers and audiences.


Adobe surveyed 285 professional graphic designers to explore designer insights of exceptional logo design, while also compiling their rankings of the most iconic logos ever created. The average age of respondents was 32 years old. The generational representation was 11% Gen X, 53% millennials, and 36% Gen Z.

Fair use statement

Feel free to share insights from this exploration of logo design trends and tips for noncommercial use. Just ensure to link back to this article for the full context and detailed findings.

Try Adobe Express today