You want your logo to be memorable. Why? So people will recognize it, whether it’s on an advertisement or your packaging. Logos help you brand your company, and so they should capture people’s interest.

What does that mean? Your logo should include:

• A small element of mystery that makes people want to learn more
• Exceptional artistic and graphic values
• Easy-to-read fonts

For instance, Apple could have chosen to go with a logo of an apple without a bite taken out of it — but it’s that tiny chomp that sets the image apart. Who took that bite? What does it symbolize? The logo makes people want to find out the story behind it.