Shaz Memon, the Marketing Expert, shares what makes a good logo and the crucial role logos play in brand identity.

You could say my career started by creating logos that ‘pop’. Growing up in a family of designers, as the youngest I was exposed to design tools from the young age of eight.

When my brothers would leave the house, I would enter the prohibited arena and play with their design tools and try and imitate them as my role models. I would even try to do one-up on them and create logos that were louder and cleverer than theirs.

When I grew old enough to start a business from design (age 16), I won all my clients through this same approach. In fact, some clients would describe me as the most creative designer they had ever met...