When thinking about building great logos, I am reminded of The Pyramid Complex at Giza. As the only surviving member of the Seven Wonders of the Ancient World, it was built over 2500 years ago, and they still stand as an impressive monument to human achievement.

In today’s modern world of branding, longevity can be achieved through the same basic geometrical foundation used by the ancients: the triangle. Modern branding wonders and perennial logo heavyweights such as Nike, Apple, and McDonald’s have stood the test of time by infusing their logos with a triangular structure that ensures lasting impact in the hearts and minds of consumers.

At the top of the triangle, sits the logo. Like the gold tipped pyramids of old, the logo is a beacon that reflects the glory of the brand onto all who see it. In a more functional light, the logo is simply an identifier that distinguishes one brand from another. Visually, the mark needs to be simple and clear but at the same time interesting.

Beneath visual aesthetics, a mark needs to be both ownable, meaning completely unique and distinct from any one else in the market place, as well as easily recognizable. Ultimately, the goal of any good logo is memorability.

Next, the top of the triangle leads down to the bottom ride side, the “story.” Once a brand mark is easily identifiable, it needs to tell an interesting story that is full of meaning and purpose. One of the best examples of great brand storytelling is the Starbucks mermaid. The symbol originated from the siren characters in Homer’s Odyssey, who lured sailors in with a beautiful song, just as Starbucks lures us in with the aroma of their delicious coffee.

The beauty of a brand story is, that while many consumers may not be aware it exists, it still serves as a great identifier for the brand. Even better, is the fact that those who do learn of the story behind the mermaid logo tend to become even more enveloped in the seductive nature of the Starbucks brand and in turn become loyal extensions of the story itself.

From there, a brand mark should be a symbol for a “Rally Cry.” Think Braveheart’s “FREEDOM!”, Jerry Mcguire’s “Show me the money!”, or perhaps “Remember the Alamo!” Regardless of the phrasing, a rally cry should motivate and inspire advocates to answer the very call that the mark embodies. A few years ago, Merrill Lynch tried to remove the bull from it’s logo after a recent merger and traders protested on the street. Why? Because that bull is more than an embellishment on their business cards. It is a deep emotional symbol for purpose. Eventually, a Rally Cry symbol becomes synonymous as an identifier for a brand’s purpose, passion, and promise.

To truly create a long lasting and effective logo for a brand is simple in structure and design. The logo design, the story, and the rally cry are by themselves somewhat inconsequential in the grand scheme of branding. However, when combined effectively and with purpose, they, like the limestone bricks of the pyramids, cease to become insignificant and instead come together to create something monumental and lasting.