With so many businesses around, standing out isn’t just about looking good – it’s about being unforgettable. Whether you’re launching a new business or refreshing your identity, understanding what makes a brand memorable is key to building lasting connections with your audience.

Here are five design principles that ensure your brand doesn’t just show up – it sticks.

Consistency across every touchpoint

A memorable brand is recognisable wherever it appears – on your website, social media, packaging, or signage. Consistency in colour palette, typography, imagery and tone of voice builds trust and familiarity.

Tip: Create a brand style guide to keep your visual identity cohesive across platforms and teams.

Clear, purposeful typography

Fonts do more than convey words – they express personality. Whether it’s bold and modern or elegant and understated, your typography should reflect your brand’s values and tone.

Tip: Limit your font choices to two or three complementary styles to maintain clarity and hierarchy.

Strategic use of colour

Colour evokes emotion and influences perception. Think of Coca-Cola’s red or Spotify’s green – these choices aren’t accidental. They’re rooted in psychology and brand positioning.

Tip: Choose colours that resonate with your target audience and differentiate you from competitors.

Simplicity that’s easy to recall

Complex logos and cluttered layouts dilute impact. Memorable brands embrace simplicity – clean lines, clear messaging and intuitive design.

Tip: Ask yourself: can someone sketch your logo from memory? If not, it might need refining.

Authentic storytelling

Design isn’t just visual – it’s narrative. A strong brand tells a story that connects emotionally with its audience. From your tagline to your imagery, every element should reflect your mission and values.

Tip: Use real stories, testimonials and behind-the-scenes content to humanise your brand.

Final thoughts

Memorability isn’t magic – it’s method. By applying these five design principles, you’ll create a brand that not only looks the part but lives in the minds of your audience long after the first impression.

At Sarah Evans Creative, I help businesses craft visual identities that resonate, inspire and endure. Ready to make your brand unforgettable?

Let’s design something that sticks.

Please take a look at my website design services and get in touch if would like help or advice on designing or updating your website.

Sarah Evans, freelance graphic designer in Lancashire.