Everyone has long known that logos are the face of brands. As long as a logo is recognizable, easy to remember, and can be reproduced in the mind, the sales of companies will be successful. A good visual identity becomes familiar to consumers when it easily reflects the values and specifics of a business.
Global sales leaders like Nike have long realized that an advertising campaign needs to be approached from afar – the right image design can help set the right stage.
In an age of sophisticated technology, it’s no wonder that simple design attracts attention and excites the public. To stay on trend and avoid being criticized, companies are trying to keep up with the trends and penetrate the heart of the consumer with aesthetic, concise, or meaningful design.
In 2015, there was an interesting study that showed that 6 out of 10 people prefer to buy a product from a familiar brand. This is not surprising, as a well-known brand can signify quality and inspire trust in the target audience. A logo you like can be a significant factor in choosing a brand’s product because you want to be associated with something good, right, expensive, or authoritative. This is the psychology of consumers who invest in the purchase of certain subjective attitudes and aspirations.
NIKE
Then:
The aforementioned Nike brand, originally called Blue Ribbon Sports, was founded in 1964 by Bill Bowerman and Phil Knight and renamed Nike in 1971. The cost of the brand logo is only $35. That’s how much was paid for the design by Carolyn Davidson of Portland State University. Originally, italicized lettering was done as if in black pen against a smoothly outlined flag.
Now:
After a while, the logo was rolled up, and it’s now a concise, smooth checkmark in all-black, with no outline and sharper corners. This checkmark may be lonely, but it is one of the most recognizable visual marks in the world.
VOLKSWAGEN
Then:
Volkswagen, a major automaker, was founded in 1937 by a Nazi labor organization with the goal of creating a car. The manufacturer’s message was simple – any German family could have such a car. The original logo had swastika features, and in today’s realities, its use would be offensive and all the more inappropriate.
Now:
In 2000, a blue and white color scheme was developed to give every car owner an aesthetic feeling, a sense of authority, and solidity. There is no clutter of black circular stripes, and the white emblem looks friendly and neat.
IBM
Then:
In 1911, three independent companies merged into one big company. Thus began the life of the big IBM brand, which received its current name in 1924 (previously, it was presented as Computing-Tabulating-Recording). Initially, in the logo, they wanted to show globalization, coverage of the whole world, confidence, and prospects for the future. The black and white color scheme suited the typographic rounded version of the logo quite well.
Now:
The logo was later replaced with a new one designed by Paul Rand. The designer made the brand more appealing to customers; the blue and white hues express influence and expertise.
AT&T
Then:
The AT&T brand, introduced in 1877, was a longtime monopoly in the telecommunications industry. Then, in 1984, the Alexander Graham Bell (a) company was forced to split up due to a civil antitrust lawsuit. The circular emblem logo was in black and white, with a bell with the words “Bell System” inside standing out in the center of the circle.
Now:
Now, the logo looks like a blue and white sphere with a black font of the name; it looks dignified and harmonious, and you can say it keeps up with the times.
PEPSI COLA
Then:
In 1893, Caleb Bradham came up with a drink that later became incredibly popular and beloved all over the world – Pepsi-Cola. It is known that, at first, the positioning and attitude of the drink were as a means to improve the gastrointestinal tract, and it was sold in pharmacies in North Carolina. The ornate and interesting red-colored logo with distinctive lettering gave the product a mysterious and mystical quality. It was good for the novelty of the product hitting store shelves for the consumer.
Now:
The logo was later changed to simple in shape but complex in color – red, white, and blue. Here, you can see a wave, a sphere, and movement. The meanings are several. Over the 126 years of the brand’s biography, the logo has undergone many changes, but the one we see in stores today was presented to the public in 2014 and hasn’t changed since.
STARBUCKS
Then:
In 1971, Starbucks appeared in Seattle’s Pike Place Market. The idea for the brand’s name came from a not-so-famous literary character – it was Ahab’s first mate named Starbuck from the novel Moby Dick. The theme for the logo was a Scandinavian image of a siren engraving that accompanied feasts in the 16th century when the idea of bringing out bowls was just emerging.
Now:
Now, the brand is very much promoted and enriched – according to the data for 2018 (and now even more!). In 50 countries of the world, the representation of the company with many stores is about 30 thousand. The siren on the logo has already taken a more chaste look, her hair covering her breasts, her face more open and expressing calm joy, neat ponytails on both sides of her body, and all this in a green border with the brand name.
FEDEX
Then:
In 1965, Yale University student Fred Smith began thinking about the challenges of shipping goods. It got to the point where he first wrote a term paper on freight transportation and then, in 1971, founded Federal Express Corp. in Little Rock, Arkansas. The company’s first day of operation marked a colossal reform of the delivery industry, with 14 airplanes sending 186 packages overnight to 25 U.S. cities. The FedEx logo was simple and uncomplicated, except that the font stood out from the more formal ones. The lilac hue, white and red letters, and sense of futurism were readable in the font.
Now:
A more saturated purple color is now used, orange has replaced red, and there’s an overall highlight that’s not immediately obvious – a white arrow in the gap between the letters, signifying forward motion or speed.
MICROSOFT
Then:
Credits Paul Allen and Bill Gates created an incredible company in 1975 that became the world leader in software, Microsoft. Over time, giant products emerged that made a person’s job easier and more efficient and a company more successful and wealthy. All thanks to Windows (1983), Microsoft Office (1989), and Internet Explorer 1.0 (1995). In 1987, Scott Baker’s “Pacman logo” was recognized as a classic company logo.
Now:
In 2012, a new logo was unveiled in Boston after 25 years of the company’s visual identity. Four colored squares represent the company’s various products. The red, green, muted orange, and bright blue colors create a positive impression and inspire trust in the user.
MCDONALD’S
Then:
The birthplace of the world-famous fast food brand McDonald’s is humble San Bernardino. In 1940, brothers Richard and Maurice McDonald began selling sandwiches with meat and fries for 35 cents. The basic idea behind the company was this: speed, affordability, and ease of serving unassuming appetizers to increase strength. After World War II, the brothers expanded the menu, which boded well for the growing popularity of hamburgers and cheeseburgers. The logo with the cheerful winking chef gave the positive impression that the food was tasty, easy to prepare, and quick to serve to a hungry customer.
Now:
The current logo made its debut in 1961 when the playful chef was replaced by a golden arch made with flowing lines in the shape of the letter M. The color was specifically chosen to evoke appetite and associations with energy, harmony, and comfort. Perhaps, in this form, the logo managed to attract more new consumers, so now the restaurants are open in 101 countries of the world, serving 69 million people every day.
LEVI’S
Then:
Levi Strauss started his career as a haberdashery wholesaler and then turned his attention to textiles, particularly jeans. His logo looked pretentious and simple at the same time: claiming the durability of the fabric and the overall high quality of the material, the jeans depicted on it do not tear, even when pulled in different directions by farmers with horses.
Now:
Then another marketing ploy went into play, and in 1967, a new logo was born – Walter Landor and partners created a design that has forever been part of the pocket on jeans. It is a red wing that incorporates the name Levi’s. This emphasized the youthful approach and timelessness of jeans as a product.
VISA
Then:
The proliferation of credit cards around the world is very large and is no longer unique. Every modern man has at least one card, and it is in his wallet. Another thing is that now it is fashionable to be interested in digital technologies and cryptocurrency. But still, good old credit cards, for example, from Visa, are classics of the genre that do not go out of fashion. This financial giant issued its first card in 1958 and created a sensation among the population. The then Bank of America issued its card called BankAmericard with a $300 usage limit (that amount means almost nothing these days). After 18 years, BankAmericard rebranded itself as Visa to strengthen its relationship with its customers. It was easy for speakers of different languages to lend the name. The logo is based on just two colors – blue as a symbol of the sky and gold to represent the rolling hills of California, the home of the American bank.
Now:
Time has passed, and the brand has updated its design. We settled on a logo with a blue font. It had different shades in a gradient – from the darkest to the lightest. From afar, the difference in the color of the letters is not visible, but it is there. The most important distinguishing feature is the absence of gold or yellow tones on the logo simply because the design idea of associating money with gold has already fallen into oblivion.
CANON
Then:
The Kwanon Photographic Company, then called Kwanon, released its first camera model in 1934, a year after its founding. The name of the company, although not directly referring to the equipment produced, refers to the Buddhist goddess of mercy. It is logical to assume that such a significant figure in the Buddhist religion had to become a symbol of the company, which was reflected in the logo. Thus came the image of a multi-armed goddess surrounded by flames.
Now:
As early as 1956, a rebranding took place, marking the appearance of the unchanged logo we know today – it’s simply the Canon company name highlighted in red to express the key message – advanced technology should have a global standard.
AUDI
Then:
Audi is one of the world’s top sellers today and is famous for its luxury cars. However, it was created a long time ago – in 1910. The logo was simple, black and white. The accent was made on the number 1; at the bottom in a triangle was the name of the company. With the help of the logo, they wanted to assert their primacy in the automobile industry market and show that this company deserves the love and close attention of motorists.
Now:
The whole design boils down to harmonious round shapes reminiscent of the wheels on the badge and red letters in a simple font. Why get clever when you can denote several meanings in the logo at once – the quality of the cars produced, speed, and elegance?
On the other hand, reliable sources claim that after Audi’s competitors merged with the company in 1932 to form the Auto Union alliance, it was decided to depict four intertwined rings together to increase respect for each other, recognize equal efforts, and personify the different fates of the companies.
FIREFOX
Then:
Mozilla’s Firefox application appeared in 2002 and was used to browse the web on the Internet. The browser was originally a sort of incarnation of the phoenix bird and was called Phoenix. Due to a trademark dispute, they had to give in and change the name. The logo was a bright red burning bird with a yellow beak. It looked a bit odd and childish, but soon, a rebranding took place, and the image faded into oblivion forever.
Now:
In 2003, a new concept was realized, as the previous name could not be kept due to litigation. Thus, the logo came with a bright orange, or rather, a fiery fox with its entire body surrounding a blue ball. This logo testified to the global nature of the company and the growing popularity of products among users.
PLAYBOY
Then:
The reason for the popular men’s magazine Playboy is both comical and simple – in 1951, a copywriter for Esquire magazine named Hugh Hefner was denied a $5 pay raise. After a while, this man became famous all over the world and became recognizable in different circles. This was all because his magazine was an incredible success, sold millions of copies, and became a really big brand, covering nightclubs, television shows, and even accessories and clothes. The logo that represented the ambitious man’s store looked like a full, detailed illustration of a rabbit in a tuxedo holding a cigar against a backdrop of a liquor table, a woman’s bust, books, a goblet, and a fireplace. This rabbit became the personification of the average lover of erotic fiction, so to speak.
Now:
Although the store owner liked the original logo, he nevertheless had to rebrand and came up with a new, simplified version. The second issue featured a simpler image of a rabbit – a left-turned head with a butterfly around its neck. The design was developed by Art Paul in 1953.
AMAZON
Then:
In 1995, no one could have imagined that in a simple garage that Jeff Bezos chose to realize his business idea, a brand concept would be born that would bring its owner multi-million dollar profits. The concept was to sell books with a symbolic image of a river on the logo. The message was interesting and unusual – retailers were envisioned as the “largest streams of the Earth.”
Now:
As Amazon expands its business with an emphasis on categorized delivery, the new logo font means the site offers an A to Z experience, quick pickup, and peace of mind when making a purchase.
LEGO
Then:
The name of the global toy brand comes from the fusion of two Danish words – “good” and “play.” In 1932, the company first entered the market offering wooden toys, and by 1958, it introduced its iconic cube toy set. Actually, at first, there was a simple serif logo that in no way revealed the essence of the company.
Now:
In 1973, production expanded to the United States, giving Lego a new lease on life and, at the same time, bringing a rebranding. The red-yellow-white typographic logo made the customer feel comfortable, thinking of a good time with friends digging into toys. It became a classic logo shape that hasn’t changed to this day.
VERIZON
Then:
Verizon’s history began in 200 with the merger of Bell Atlantic Corp. and GTE Corp., which quickly began to grow and became the technological leader in the market. Now, it is the largest cell phone carrier with a coverage of 35% of the market. The logo was originally a set of black colored letters with a highlighted red Z and a thin check mark above the letters, but it was later changed.
Now:
In 2015, a more modern logo appeared, which featured a different font and a smaller check mark next to the letter N. This alignment was to the company’s advantage, as rebranding and defining a new status in the marketplace helped to gain a larger audience of users.
SHELL
Then:
In 1833, Shell was focused on Antiquity and the East, but now it is a major energy company that has established its supply thanks to a fine-tuned import and export system. The realistic image of the shell has become the company’s trademark.
Now:
After some time, it became clear that the company was discontinuing its activities in a certain niche and moving to a higher technological level. Therefore, in 2015, with the appearance of the first service stations, a new logo appeared – a bright cartoon shell made in yellow and red colors. To show the close cooperation between California and Spain, these particular shades of colors were chosen.
YAHOO!
Then:
In 1994, Jerry Yang and David Philo, while still students at Stanford University, founded the Yahoo! project as a hobby, which later turned into a major brand. It is an Internet company whose fortune was estimated at 125 billion dollars. As a result of competitive pressure, Verizon was forced to sell it for 5 billion. The original logo looked like a blue balloon with a yellow man – a stylization of the letter Y – with outstretched arms. Below that, you can see the lilac lettering with the project’s name.
Now:
In 2013, when the sale of the company was still out of the question, a rebranding was carried out in an attempt to regain its position and strengthen its status in the market. The purple color for the typographic logo was retained, but unfortunately, the updated visual identity did not lead to positive results, leading to a decline and takeover by another company.
DELTA
Then:
Founded in 1924, the American airline Delta Airlines initially positioned itself as a commercial agricultural enterprise. However, as early as 1929, the first passenger flights were operated. The visual style of that period was a large Greek letter “delta” with outstretched wings. It was placed in a wide ring, on the background of which, above and below the letter, was the name of the company. National hues were used as the color palette, which added a note of patriotism.
Now:
The modern version of the logo is also in the form of a stylized letter. However, it is also associated with an airplane taking off from the runway. In this way, the brand fully reflects the scope of its business, hinting at the seriousness of its approach to fulfilling its commitments to its customers. To the right of the emblem is the word “Delta,” made in a laconic style, which gives the image of strictness and conservatism.
APPLE
Then:
Steve Jobs, in 1976, together with his friend Steve Wozniak, founded Apple, a small company for those times, which was engaged in the development of computer equipment. And in 1978, the first revolutionary PC, the Apple II, hit the market. They presented their original logo in the form of a picture drawn in ink against the background of Isaac Newton, who was thinking under the famous apple tree just before the discovery of the laws of gravity. The image is intertwined with a ribbon with the company’s name, emphasizing the creators’ desire to be pioneers in their field of endeavor.
Now:
The old model of the visual identity was replaced by a concise and memorable image of an overbite apple, which is still in use today. Subsequent brand changes involved only a play of colors that emphasized the prestige and quality of the products. The palette acquired monochrome shades, which indicates the seriousness of the company and the growth of its image.
GE
Then:
General Electric Company is the world’s largest power company. Thomas Edison founded it in 1890. However, two years later, it was decided to merge with a rival company to expand its capabilities and further develop. The logo featured the letters “G” and “E” from the name in cursive calligraphy in a black monochrome palette.
Now:
The modern version of the company’s visual style has undergone significant changes. One of the reasons for this has been the globalization of the company. The image of the monogram became more laconic and symbolic of unity. It was placed on the background of a circle of blue shade, which implies the provision of its services around the world. In addition, the white ring surrounding the inscription with small branches creates the likeness of a working turbine propeller, which is directly associated with the direction of energy.
ADIDAS
Then:
The German company Adidas was founded in 1925 by Adolf Dassler. During its heyday, the company’s logo was an image of a studded athletic shoe, with the creator’s name above it in an arc and the brand name below it. The font was used without any unique features. The only addition to the individuality of the image was the elongation of the “d” lines, which can be associated with a sporting obstacle. The color palette included only black monochrome.
Now:
When the company expanded its production to include apparel items, the decision was made to change the visual identity. The memorable element of the logo was three stripes angled at 30 degrees and resembling a mountain, which was essentially a symbol of further development and growth. Since 2005, there has been a simplification of the brand, with the three stripes placed horizontally on top of each other, with the name to the right of them in a customized style with rounded letters.
NASA
Then:
NASA was founded in 1958 as a response to the USSR’s first satellite launch in 1957. With the support of a representative of the research center, a unique logo was created to fully reflect the company. It was a circle of blue color with a golden border, on the background of which there was an image of a planet, a satellite, stars, and a spaceship flying in orbit. Around the composition on the outer contour was the full name of the agency, also made in gold outline.
Now:
The visual identity has since been modified to simplify the image itself. The logo consists of a single blue circle with the abbreviation “NASA” in the center, with an orbital trajectory drawn around it and a scattering of stars. At the same time, an aerodynamic jet trail is depicted in red shading, running diagonally to the right across the entire area of the circle. This implies the presence of different spheres of activity.
BURGER KING
Then:
The first Burger King branch opened in 1953 in Florida. It went through a series of hardships that led to bankruptcy. However, in 1961, the restaurant was bought out, and after a lengthy renovation, it reopened across the United States. The logo was concise and immediately caught the eye. It was stylized with a rising sun, which is equally reminiscent of the view of the burger from above. In this way, the direction of the business and the dawn of the catering chain was concretized. Underneath the image was the brand’s name, typed in a simple bold font.
Now:
The modern visual identity received a new color scheme and underwent a dramatic change. The stylization of the sun began to resemble two halves of a golden-colored bun, and between them in two rows – the inscription “Burger King,” made in red, as a filling. The text is made in bold font with rounded edges, which expresses benevolence and responsiveness. Around the emblem is a ring segment that gets thinner towards the top edge.
ADOBE
Then:
In 1982, Charles Geschke partnered with John Warnock to found Adobe Systems. Five years later, they introduced their new creation, Adobe Illustrator, which brought them fame and the right to further development. The first visual image was a rectangular horizontal background with a dark gray fill. On it was the name of the company, the main word of which was highlighted in a separate, unique font, forming a trapezoid shape.
Now:
In 1990, the logo was updated, which entailed a number of changes. The background was transformed into a square of red hue, on the background of which the letter “A” was placed in white, preserving the original design. Below the image was placed the text “Adobe,” made in a regular font, which was slightly narrowed to the width of the main visualization. This meant a simple and clear interface that would not be difficult for new users to master.
UNITED AIRLINES
Then:
The airline made its first passenger flight in 1926. The logo was introduced in 1973 as a horizontally arranged dark blue rectangle. Through its center ran a white stripe, on which the name of the company was printed on both sides of the central image. The trademark implies the presence of a white circle with a ring of smaller diameter, made in the same color scheme as the background itself. Inside the ring is a silhouette of the US territories, with two arrows marking a flight from one city to two other places.
Now:
Despite its popularity, United Airlines underwent a merger with Continental Airlines United after its history ended. The visual style has also been changed. Its execution is in line with current trends, indicating concise execution and increased memorability. Thus, the merger of the two companies was emphasized. The logo is a dark blue square with a structured image of the earth in the background.
3M
Then:
3M was founded in 1902. The main activities are related to the chemical industry and consumer goods. The logo was presented as a white ring with a black inner and outer border. On its perimeter was the name of the company, and in the center was a horizontal rhombus, on the background of which vertically and horizontally crosswise was the text “3M Co”.
Now:
Throughout the existence of the company, many variants of the emblem were invented. However, the final version of visual identification, presented in 1978, was an image of a bright red shade consisting of two symbols, namely “3M”. The concise design increases memorability, which is essential for a company planning further expansion and development.
TARGET
Then:
Target’s department store is an offshoot of Dayton Dry Goods, a company founded in 1902. The logo for it was original and had personality, which helped to increase memorability among visitors. It is represented as a tee of white and red rings. The name of the store is placed in the central part. Thus, it was planned to reflect the chain’s commitment to provide the most popular products.
Now:
In 1968, it was decided to change the visual style, refreshing the brand in line with modern trends. In addition, this was also due to the expansion of the department store chain across the country. The result was an emblem with a richer color palette and a simple execution. The main distinguishing feature of the emblem was still a target; only the number of rings was reduced to two. The text itself was decided to be removed.
FORD
Then:
Ford Motor Company was officially registered back in 1903. It specializes in the creation of automotive products. However, it was not so famous at the beginning of its career, which changed after the first model was produced and sold. The first logo was presented in the form of a horizontally arranged oval, which was braided with ornate branches around the perimeter. Inside the figure, there was an oval ring of smaller diameter, resembling a bracelet due to the added pearls. The central part was reserved for the name and the city where the company was founded. The brand radiated luxury and conservatism, which distinguished the cars produced.
Now:
The history of visual identification is very extensive; it has constantly mutated until it acquired its current version. The calligraphic text used in the emblem was created by Childe Harold Wills and is placed in the very center. Around it is a flattened oval ring, and all this is on the background of an oval figure in a gradient fill of blue shades. At the same time, due to the use of shadows, the composition acquires volume. It is still a symbol of quality and safe products.
WWF/E
Then:
WWF/E was founded in 1963. However, the federation acquired its present form only in 1982. It united many professional wrestling clubs under its leadership, which led to the creation of a national league. The logo turned out to be minimalistic but, at the same time, full of elegance. It is represented by two wrestlers fighting in the ring. Thus, the main attention was focused on the WWF/E activity. To the right of the image was the full name of the federation and the abbreviation, placed on the background of a black rectangle.
Now:
In 2014, viewers were able to see a new, updated visual style. It involves smooth letters “W” placed one above the other with pointed ends, which emphasizes the seriousness and gravity of what is going on. Behind them is a stroke of red color, which brings a touch of aggression and confrontation to the composition. John Lifteratos participated in the creation of this logo.
WWF
Then:
The need to protect the environment worldwide led to the merger and creation of the World Wildlife Fund in 1961. The image of a panda, which at the time had appeared at London Zoo, was used as the logo. Under this pretext, one of the founders, Peter Scott, created a simple sketch that laid the groundwork for the further development of the community’s look. Originally, it was a hand-drawn ring with a panda nestled in it, glaring pitifully at whoever was looking at the emblem.
Now:
After a quarter century, the visual image has been digitally transformed. The animal has become more graceful and has gained clarity, but it also has a sullen look. Rounded details gave it a softer perception. In this way, the association explicitly stated that animals also want to live well in our world. The abbreviation “WWF” was placed underneath the image in a bold font with rounded letters.
Then:
Google is by far the internet resource with the most traffic. However, at the time of its creation, which was in 1997, it was inconspicuous and little known. The main office was located in an old garage, but after three years, the demand grew exponentially, and the site began to gain popularity. The first logo was used only at the stage of the test version, representing the letters of the name, made in a different color palette and at different angles. This added the effect of a three-dimensional image. It turned out to be unusual and colorful, which was good for attracting new users.
Now:
Today, nothing is left of the forms of the former visual style. Only the color palette, consisting of blue, red, yellow, and green shades, has remained unchanged. The text “Google” is in bold Muguet font, which was designed specifically for the company. It has no serifs, and the letters are arranged in a strict style, which emphasizes that the company has already earned its status in society.
COCA COLA
Then:
Dr. John Pemberton, in 1886, developed a blend that is in huge demand today, with more than 1.9 billion servings drunk worldwide every day. He was assisted in creating the name and trademark of the drink by Frank Robinson, who proposed a simple version of “Coca-Cola,” which is still in use today. The first logo was a name written in simple letters on a typewriter and lasted only a year.
Now:
Subsequently, it was decided to create a clearer visual image, and Frank applied his calligraphy skills to it. The result was used as a basis for further logo development. The color scheme and approach to execution changed, but the overall style remained unchanged. So, in 2003, with the use of digital technologies, the company presented its final version in a dark red shade, made in italics and with elongated letters.
WARNER BROTHERS
Then:
A love of movies led Warner Brothers to decide to start their own movie studio in 1903. For 15 years, they spent a lot of time perfecting their craft. The result of their labors was the feature film “My Year in Germany.” They used the proceeds to buy their own premises and continued to develop further in small steps. The logo is presented as a black rectangle with a shield in the center, with the image of that very studio in the background and the company’s abbreviation underneath.
Now:
The current version of visual identification was created back in 1925. It is made in a three-dimensional style, which creates the effect of the presence of elements in front of the viewer. The shield is presented as a triangular figure with rounded sides and steps in the upper corners. In its center, flush with it, are the letters “WB,” made in the shape of the shield. Behind the letters in the recess is a background in a gradient filled with blue hues. The visualization itself is surrounded by a golden ring, on the surface of which there is a volumetric full name of the studio. It symbolizes honesty and the desire to cooperate with other companies.
Then:
In October 2010, Instagram was born – the creation of two talented people, Mike Krieger and Kevin Systrom. It was a new social network that allowed people to share photos with each other online. In less than two years, the popularity of the app reached 27 million active users. The logo was an image of a non-original Polaroid camera with a rainbow stripe in the center. Since the resource was intended exclusively for photos, it was decided to give it a retro style. The color palette included a combination of light milk, gray, black, red, and other shades. In this way, a unique execution was achieved, which allowed the brand to stand out from the rest.
Now:
The visual style used today was not immediately to everyone’s liking. However, it was necessary due to current trends. The emblem is made in a laconic style and is a square with rounded corners and a gradient filling of blue, red, and yellow tones. In the central part of the figure, there is an outline of a camera, repeating the shape of the main sign on which the lens is highlighted. In the upper right corner, there is a flash eye.
AMERICAN AIRWAYS INC.
Then:
American Airways Inc. was created in 1930 by merging small independent businesses into a single entity. In 1934, this was the basis for the name change that is still in use today, American Airlines. The logo was made in national colors, and the main element was a monochrome image of an eagle spreading its wings and standing on a segment of land. All this is placed on a dark blue background. On the sides of the animal, there are two letters “A,” denoting the company itself. The back diagonally depicts a line of red tone. At the same time, the entire emblem is surrounded by two rings – white and red.
Now:
In 2013, US Airways Group joined the company, which expanded its presence and necessitated a redesign of the brand. Thus, the new logo received a concise and unique variation in keeping with modernity. The current emblem is represented as a 30-degree sloping runway divided into two parts by an arch across it. This creates a simplified visualization of the eagle, which fully reflects the nationality and occupation of the association.
MERCEDES-BENZ
Then:
The company originally consisted of two independent entities founded in 1886, one headed by Karl Benz and the other by Gottlieb Daimler. However, in 1926, they decided to merge into one company, which was named Mercedes-Benz. The main logo was a flattened, horizontally placed oval of black monochrome fill. Along its contour was an oval ring of slightly smaller diameter. At the same time, in the center, there was the text “Mercedes,” made in regular letters of different heights. This implied the integrity and independence of the created association.
Now:
The current visual identification is in the form of a ring, in which the three-pointed star has found its place. The whole composition includes a color palette of different gray shades. So, the effect of metallization and volumetric elements is achieved. Many call this logo “silver star,” which fully reflects its essence. Under the sign is placed the name of the company, made in serif font. It was decided to add a shadow to create a three-dimensional effect.
AIRBNB
Then:
Airbnb was founded in 2008 by three guys – Nathan Blecharczyk, Brian Chesky, and Joe Gebbia. It is an online platform that allows you to find accommodations for short-term rentals. That same year, they unveiled their logo, which included a text component. The white cursive had a thick blue border, adding to the brand’s friendliness and lightness. The division into two parts came from lightly overlapping the first word with the abbreviation “bnb,” implying reliability and confidence in the professionalism of the company’s employees.
Now:
In 2014, a redesigned version of the visual identity was introduced, which looks more concise. However, the abstraction to the left of the brand name has many meanings in its arsenal. It can be an arrow indicating direction, the roof of a house providing protection, and much more. Nevertheless, the freshness of the image allows for proper attention. The text is in simple block letters with straight lines, further sparing the logo from unnecessary details.
CHEVROLET
Then:
In 1911, the Chevrolet automobile company was founded and headed by William Durant. He wanted to produce machinery in a way that the public would appreciate, and it was the right decision. The company’s first logo was the signature of financial partner and famous racing driver Louis Chevrolet. It was made in a bold style and was of good quality. The color palette of the brand component combined only black monochrome. This emphasized the conservatism and laconism that reigned in the initial stages of production.
Now:
The latest change in Chevrolet’s visual identity is a less structured image, the so-called golden butterfly, which denotes strength and self-confidence. The image has become more luxurious, and the thick edging with silver gloss creates additional volume that adds dynamism.
HEINZ
Then:
Founded in 1869, the German company Heinz today mass-produces tomato ketchup and other food products. The concept for the company’s original logo was a bold red lettering set against a white background. All letters are capitalized with rounding and no serifs. The large distance between the letters indicates the desire to cover a larger space, thus expanding its production capabilities. In addition, harmony has been achieved between two aspects of the color palette – its strength and brightness – which has allowed the emblem to persist for almost 50 years.
Now:
A redesign of the brand was introduced in 1989, featuring an elegant rendition of the capitalized text component. The white fill of the word on a dark red background creates a contrasting effect, thus accentuating the entire composition. The figure in which the text is placed has straight lines on the sides and bottom and a smoothly curving arc runs along the top. The corners are rounded, which testifies to the company’s benevolence and love for its customers.
SONY
Then:
In 1946, Sony was announced under the leadership of Akio Morita and Masaru Ibuka. It took a year before it introduced its first brainchild to the market in the form of a powerful megaphone. Subsequently, the company began its rapid development, taking its position as one of the largest electronic manufacturing companies. The first logo was presented as a round icon with a white background and a black outline. It included an abstract figure consisting of two elements – a trapezoid, the larger base of which is on top, and a rhombus, located vertically. Part of the rhomboidal element is superimposed on the trapezoidal part. Thus, the maximum laconism is achieved in a strict and serious manner.
Now:
The brand subsequently abandoned images, leaving only the text component, with periodic typographic and qualitative changes. In 1973, “SONY” was introduced with the typeface Clarendon Medium. It is dominated by straight serifs, characterized by increased clarity. There is a sense of precision and integrity in the outlines.
XEROX
Then:
Originally an American company, Xerox had been producing photo paper since 1906 and was called Haloid. However, over the course of 40 years, the company continued to find itself in the field of information technology, which led to the creation of the first machine capable of copying any image or text. In visual identity, the design is represented as a black rectangle with large rounded corners. In the very center is a large light yellow letter “X,” against which the word “Xerox” is placed in white fill. In this way, a powerful, bright, and serious image was achieved, eliminating the need for additional details.
Now:
The current logo is a concise reproduction of the company name, typed in dark red bold font. The lines have a smooth, soft outline that contrasts more strongly when combined with the white background. A professional approach is felt in the design of the emblem. It is fully in line with modern trends.
KFC
Then:
In 1930, under the leadership of Harland Sanders, the first catering establishment known today as KFC opened. The main specialty of the restaurant chain was chicken dishes. The first logo was designed only in 1952 and represented the full name of the establishment with the first letters of the words highlighted, which from the beginning meant further simplification of pronunciation. The font was created by hand, so it turned out to be quite original and had no frills. At the end of the verbal component of the emblem, a portrait of the founder was placed. It reeks of kindness, cheerful mood, and trust.
Now:
The last change of the logo took place in 2018. Its shape was a trapezoid with a slight rounding at the corners. At the top of the figure, two vertical lines in a red shade are located at the edges, between which a concise, clear, and modified portrait is presented on a white background. Sanders’ butterfly gives the impression of a body. The direction of the “arms” and “legs,” along with the smile, give the image a welcome and warmth. The word “KFC” is boldly italicized below the portrait.
SOUTHWEST
Then:
Southwest Airlines has been operating passenger air service regionally since 1971. It took it 27 years to reach the fifth place in the ranking of large enterprises. The logo is presented in the form of three vertical stripes located at an angle of 30 degrees with a slope to the left. The two outermost elements are made in a dark orange tone, and the central part is in a red shade. Horizontally, they are divided into equal parts by a white field on which the name of the airline is placed. At the same time, if you look closely, from the white outline inside the emblem emerges the image of a flying airplane with a red wing, emphasizing the line of business.
Now:
The new emblem reflects Southwest’s core values of friendliness, helpfulness, and quality service. It is presented in the shape of a heart divided diagonally into three parts. The division lines and outline are filled with a gradient fill of gray tones as if light sources were directed at them. The fields themselves have blue, red, and orange shades in their color palette from bottom to top.
FIAT
Then:
In 1900, Fiat was founded in Turin, Italy, to manufacture automobile products. The visual style of the company resembles a stylized version of an ancient birch bark scroll. On its background is the full name of the company, where the words are separated by a Catholic cross. This is a manifestation of the desire to go far beyond the borders of the country. Below is the abbreviation, with the same sign between the letters, and a little aside – the letter “N” with an empty field next to it. This space was specifically set aside to indicate the serial number of the released car.
Now:
In 2006, the world saw an updated version of the Fiat logo, which symbolizes the difficulties experienced during the financial downturns. It is both a memory of bad times and a celebration of everything that influenced the further development of the company. Thus, the visual component of the brand has acquired a round shape, made in dark and light gray tones, thanks to which the volumetric and complex structured figure is achieved. In its background, there is an element resembling an inverted trapezoid with rounded corners and convex sides. The text “FIAT” is highlighted on it.
NINTENDO
Then:
The year 1889 marked the opening of Nintendo, a Japanese company that sold Hanafuda playing cards. In a short period of time, she managed to win the favor of customers, which led to the expansion of the range, which included other gaming products. Initially, the logo resembled the image of a suit of spades, which fully reflected the main direction of the activity. On its background, the same suit was placed in a reduced size with a white tail and triangular rays around the perimeter. In the center of the emblem, two rings girdling a white circle with the letter “N” found their place, made in heraldic style. Under all this composition placed the name of the company, where the letters were made with rounded ends.
Now:
Nintendo’s globalization led to the visual style being redesigned in 1982 with exports in mind. As it stands, it features an outline that resembles a race track. It contains the name of the company, and everything is done in a dark red shade. The logo has a simple style that attracts attention and evokes a harmony of pleasant feelings.
WENDY’S
Then:
Under the leadership of Dave Thomas, Wendy’s opened its doors in 1969. Today, it is an extensive chain with more than 1,500 restaurants throughout North America. The logo and name were images of the founder’s daughter, which many people liked. The emblem is presented in the form of a small oval, on the background of which is a red-haired girl with freckles in a striped dress. Ornate lines, reminiscent of a forged product, keep from it the name of the institution, made in elongated high letters of red shade. Beneath it, in black monochrome, is text that tells the specifics of the restaurant.
Now:
In 2012, the visual identity underwent a dramatic change based on a concise design. The text “Wendy’s” appears handwritten in bold red marker, which adds to its brightness. Above it in a black ring is the same image of a girl, only in a simplified and clearer form. At the same time, her crown and pigtails creep out of the field of the circle, hinting at the prospect of further expansion.
NOKIA
Then:
At the time of its founding in 1865, Nokia was the only paper mill. However, at the beginning of the 20th century, the company changed its focus to the manufacture of telecommunication systems. The originality of the logo was achieved through the image of a fish from the salmon family, looking out of the circle and giving the composition volume. The symbolism is that it implies the Nokianvirta River, where the main facilities were located. The name of the brand in its native language found its place on the contour of the circle. In addition, the image had a concise and clear execution, being the face of the brand for ten years.
Now:
The current version of the logo is recognizable by many in today’s world. It is presented in the form of a text component that stands for the company. It was designed back in 2006, and five years later, it was decided to make changes regarding the font style. It was created with the participation of designer Dalton Maag and was named Nokia Pure. The shining blue shade combined with clear, straight lines creates a friendly effect and promotes memorization.
