Logo Evolution Reputeforge

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If you’re a graphic designer, brand strategist, or creative

business owner, you know how important a logo can be as


the visual identity of the brand. Of course, you’ll want a good
logo, but do you know what all great and famous logos have
in common?

The importance of having a logo

For businesses today, a logo is part of their brand identity and can
play a key role in how the brand is perceived. It can make a brand
more authentic, increase its perceived value, set it apart from
competitors, and align its values with its target audience.

When a brand is built, a logo can mean the difference between a


$20 pair of shoes and a $300 pair of shoes.

It’s the difference between a $15 scarf and an $835 Louis Vuitton
scarf.

Without the logo to represent the brand, these things lose their
value. When created and used correctly, a logo can be a powerful
tool for a company looking to distinguish itself and build a long-
lasting legacy. The logo itself takes on the feeling of the brand, and
its customers feel that feeling. The customers who sport the logo
set themselves apart from those who don’t wear or associate with
the brand.
How logos evolve like art

Pablo Picasso once said, “It took me four years to paint like
Raphael but a lifetime to paint like a child.”

A common trend among artists is the longer they produce art, the
simpler it gets. It is less about filling the canvas with extremes and
more about taking the simplest path to get the message across.

A logo, in many ways, takes the same journey. The simpler a logo
is, often the better it is. When you create a logo, you aren’t just
thinking of today; you are thinking twenty or thirty years into the
future. You want it to be timeless, clean, and easy to distinguish.
Designers will understand that the logo must also be able to hold
its features when sized up or down, making a simple logo better
for just that very reason.

Famous logos evolving over time

Keep the idea of simplicity in mind as we travel through the


evolution of famous logos. You’ll start to recognize the pattern.
Many go from descriptive logos to abstract iconography once the
brand has cemented its symbol and become well-known.
McDonalds

The McDonald’s logo is one of the most recognized symbols in the


world. The restaurant chain is located in over 118 countries today,
and the Golden Arches continue to bring people together for food
and fun.

As you can see, the logo evolved from a very descriptive logo in
the 40s to a simple icon in the present. In 1961, you start to see the
yellow ‘M’ take shape. McDonald’s wants a clear identity and stand
out from other burger joints. In the early 2000s, we see the logo
taking on a curved line that resembles a smile, giving a positive
feeling to the franchise. In 2003, you may recognize the addition of
“I’m lovin’ it,” a common slogan in many McDonald’s commercials.

Instagram

Although the Instagram logo seems straightforward, it has also


gradually become simpler over time.

Starting in 2010 with the image of a handheld camera, you can see
it is a more complex image with details and a multi-colored line.
From 2010 to 2011, the camera became simpler, taking out the
entire camera and breaking it down into the lens and the
viewfinder. The line of color remains. By 2016, we have the logo
that we know Instagram for today. They have removed the lifelike
camera and replaced it with the outline of a camera made with
solid white lines. The shape of the lens and viewfinder remain. The
line of color is gone and replaced with a background of
complementary colors that blend.
Nike

The Nike logo has an interesting evolution that most people, unless
they are true Nike fans, often aren’t aware of.

The brand was founded in 1963 by Phil Knight and Bill Bowerman.
At that time, it was named Blue Ribbon Sports. In 1971, it was
renamed Nike, Inc., and in 1980 the company went public. Today’s
Nike logo began in 1971 when graphic design student Carolyn
Davidson was paid $35 to design the logo. Later, she was given a
gold ring and shares in the company. As you can see, the Nike
swoosh stuck. The logo moved from a descriptive logo to an
example of abstract iconography that works because the brand was
established and has since become iconic.
Apple

Apple’s logo has remained consistent from 1977 to the present day,
with a few changes in color over the years.

The company’s first logo, which was created in 1976, looks different
and much more complex. Looking closely, you will see a person
sitting under a tree reading a book with an apple hanging over their
head. The apple is made to stand out with lines that look like light
protruding from behind it. The logo was designed by Ronald Wayne
as a node to the moment right before an apple fell on Isaac Newton’s
head, thus formulating gravitational theory. Just a year later, the logo
was changed to the now iconic Apple symbol and remains so to this
day.

Starbucks

The Starbucks logo has kept its original symbol, but it has become
simpler and easier to grasp visually over time.

In 1971, Starbucks chose a twin-tailed siren as its visual identity.


Originally, the look was very 15th century and had the circular badge
with the description of the Starbucks name along with its offerings of
coffee, tea, and spices. The original color scheme was brown and
white. From 1987 to 1992, the logo took on new colors of green,
black, and white, but it kept the twin-tailed siren and the circular
badge. The siren became more modern, and the graphics became
less detailed. Instead of saying, “Coffee, Tea, Spices,” the logo says,
“Coffee.” Then, from 2011 to today, we see that Starbucks dropped
the circular badge with descriptive words and went with the siren.
Over time, even Starbucks has adopted the icon-only approach.
Coca-Cola

Coca-Cola is an interesting case study for logo evolution because,


for the most part, the script of the logo hasn’t changed since 1905.

The rule of, if it’s not broke - don’t fix it, applies here. In 1886, you
see a simple typeface; it is easy to read and has bold lines. In
1990, the logo appeared more whimsical, with some added details
to grab attention, but by 1900, the script we see today had formed.
In 1950, we see the iconic red color that Coca-Cola is known for.
The brand has stayed true to its roots throughout the years,
sometimes adding the symbol of the glass Coke bottle or a ribbon.
Shell

Shell got its name from the seashells Marcus Samuel Sr.
imported from the Far East during the last half of the 19th
century.

From 1900 to 1930, the logo took on a realistic look. It has no


words, only a black-and-white mussel shell, which later became a
scallop. Since 1948, yellow and red have taken center stage and
become consistent elements of the Shell brand. By 1955, Shell
moved away from a more realistic image and opted for something
more modern. It allowed for printed transfers and made applying
the logo to everything from petrol pumps to shop signs easier. As
shared on the Shell website, in 1971, the famous industrial
designer Raymond Loewy designed the Pecten logo that is still
recognizable today – and removed the ‘Shell’ name from the
center of the symbol, placing it below in a specifically designed
typeface. From 1999 until today, we have just the icon, showing
how a logo can become simpler even if it starts as a mussel shell.

Like the brands they visualize, logos evolve throughout the


company’s life. As the brand becomes a household name,
the visual identity becomes simpler and more defined. The
brand’s status, value, and feeling come through the icon
and give customers a consistent marker to identify with.
The true test of a logo is how simple, clear, and clean it can
remain over time.

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