Neil Patel’s introduction of the author: When I think about branding, logo design, and designing great products, there’s one person I love working with. He has worked with me for many years and for several of my companies. His name is Ian Main, and this post—based on his latest work helping me rebrand Quick Sprout—is about Ian’s thoughts on how to create a great brand.

When I was growing up in Australia, my family would drive seven hours every Christmas holiday to visit my grandparents. There were five McDonald’s restaurants on that trip, and I knew exactly where each was and the distance between them. The sports teams I played for gave out McDonald’s gift vouchers, and McDonald’s sponsored our team equipment and ceremonies.

The colors, sm...