Everyone has long known that logos are the face of brands. As far as the logo is recognizable, easy to remember, and can be reproduced in mind, so will companies’ sales be successful. A good visual image becomes familiar to the consumer when it easily reflects the values and specifics of the business.
World leaders in sales, such as Nike, have long understood that you need to approach an advertising campaign from afar – the right image design will help set the right ground.
It is no wonder that in the age of sophisticated technology, simple design attracts attention and delights the public. And to be constantly in trend and withstand criticism, companies try to keep up with trends and get into the consumer’s heart through aesthetic, concise, or meaningful design.
In 2015, an interesting study was conducted, which showed that 6 out of 10 people prefer to buy a product of a familiar brand. This is not surprising because a well-known brand can mean quality and inspire confidence in the target audience. The logo you like can become a significant factor in choosing the goods of a particular brand because you want to be involved in something good, right, expensive or authoritative. Such is the psychology of consumers who invest certain subjective attitudes and aspirations in the purchase.
NIKE
Then:
Originally called Blue Ribbon Sports, the Nike mentioned above brand was founded in 1964 by Bill Bowerman and Phil Knight and renamed Nike in 1971. The price of the brand logo is only $35. So much was paid for the development of the design of Carolyn Davidson from Portland State University. Initially, this is an italic inscription, made as if with a black pen against the background of a smooth outlined checkmark.
Now:
After a while, the logo was minimized, and it is already a laconic smooth tick in completely black, without an outline and with sharper corners. While this checkmark may be lonely, it is one of the most recognizable visual tags in the world.
VOLKSWAGEN
Then:
Volkswagen, a major automaker, was founded in 1937 by a Nazi labor organization to build a car. The manufacturer’s message was simple – any German family could have such a car. The original logo had the features of a swastika, and in the current realities, its use would be offensive and even more inappropriate.
Now:
In 2000, they developed a blue and white color scheme so that every car owner would have aesthetic feelings, a sense of authority, and solidity. There is no clutter with black circular stripes, and the white emblem looks friendly and neat.
IBM
Then:
Three independent companies merged into one large company in 1911. Thus began the life of a large brand of IBM, which received its current name in 1924 (previously represented as Computing-Tabulating-Recording). Initially, the logo wanted to show globalization, coverage of the whole world, confidence, and prospects for the future. The black and white color scheme suited well enough for the typeface rounded version of the logo.
Now:
Subsequently, the logo was replaced with a new one designed by Paul Rand. The designer has made the brand more attractive to buyers; blue and white hues express influence and experience.
AT&T
Then:
The AT&T brand appeared in 1877 had a monopoly in the telecommunications industry for a long time. Then in 1984, Alexander Graham Bell (a) was forced to split due to a civil antitrust suit. The round emblem logo was made in black and white; the circle’s center stood out a bell with the inscription “Bell System” inside.
Now:
Now the logo looks like a blue-and-white sphere with a black font name; it looks decent and harmonious, one might 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 loved all over the globe – Pepsi-Cola. It is known that at first, the positioning and attitude to the drink were as a means to improve the functioning of the gastrointestinal tract, sold in pharmacies in North Carolina. An ornate and interesting red logo with a characteristic font gave the product a mysterious and mystical quality. It was good for a novelty that hits the shelves for the buyer.
Now:
Later, the logo was replaced with a simple form but complex color – red-white-blue. Here you can see a wave, a sphere, movement. There are several meanings. Over the 126 years of the brand’s biography, there have been many changes to the logo, but the one that we see in stores today was introduced to the public in 2014 and has not changed since then.
STARBUCKS
Then:
In 1971, Starbucks appeared in the Seattle Pike Place Market. The brand’s idea for naming was not the most famous literary character – this is the first mate of Ahab named Starbuck from the novel “Moby Dick.” The subject for the logo was a Scandinavian image of an engraving with a siren, which accompanied feasts in the 16th century when the idea of taking out bowls was just born.
Now:
Now the brand is very strongly promoted and enriched – according to 2018 (and now even more!) In 50 countries, the company’s representative office with many stores is about 30 thousand. The siren on the logo has already taken on a more chaste look; her hair covers her chest, her face is more open and expresses calm joy, neat tails on both sides of the body, all this in a green border with the brand name.
FEDEX
Then:
In 1965, student Fred Smith at Yale University began to think about the problems of shipping goods. And it got to the point that he first wrote a term paper on the transportation of goods and later, in 1971, founded the Federal Express Corp. in Little Rock, Arkansas. The company’s first day of operation marked a colossal reform of the delivery industry, with 14 aircraft sending 186 packages overnight to 25 cities in the United States. The FedEx logo was simple and unpretentious, except that the font stood out from other, more formal ones. Lilac tint, white and red letters, and a sense of futurism were read in the font.
Now:
Now a more saturated purple color is used, orange has replaced red, and in general, a highlight has appeared that is not immediately visible – a white arrow in the gap between the letters, meaning forward movement or speed.
MICROSOFT
Then:
Credentials Paul Allen and Bill Gates created an incredible company in 1975 that has become the world leader in Microsoft software. Over time, giant products appeared that made a person’s work easier and more efficient and the company more successful and richer. And it’s all thanks to Windows (1983), Microsoft Office (1989), and Internet Explorer 1.0 (1995). In 1987, Scott Baker’s “Pacman logo” was recognized as the company’s classic logo.
Now:
In 2012, a new logo was unveiled in Boston after 25 years of the company’s visual identity. The four colored squares represent the company’s different products. Red, green, muted orange, and bright blue colors create a positive impression and inspire confidence in the user.
MCDONALD’S
Then:
Home to the world-famous fast-food brand, McDonald’s, humble San Bernardino. In 1940 the brothers Richard and Maurice McDonald began selling meat sandwiches with fries for 35 cents. The company’s main message was this: speed, availability, and ease of serving unpretentious snacks to increase strength. After the Second World War, the brothers expanded the menu, which promised an increase in the popularity of burgers and cheeseburgers. Thanks to the logo with a cheerful winking chef, a positive impression was created that the food was tasty, easy to prepare, and quickly served to a hungry client.
Now:
The debut of the current logo took place in 1961, when instead of a playful chef, a golden arch appeared, made with smooth lines in the form of the letter M. The color was specially chosen in such a way as to win over evoke appetite and association with energy, harmony, and comfort. Perhaps the logo managed to lure more new consumers in this form, so now restaurants are open in 101 countries serving 69 million people daily.
LEVI’S
Then:
Levi Strauss set up a wholesale haberdashery business early in his career and later shifted his focus to textiles, specifically jeans. His logo looked pretentious and simple at the same time: asserting the strength of the fabric and the overall high quality of the material, the depicted jeans do not tear, even if they are pulled in different directions by farmers with horses.
Now:
Then another marketing ploy came into play, and in 1967 a new logo was introduced – Walter Landor and Associates created a design that became part of a pocket forever on jeans. This is the red batwing that Levi’s name includes. Thus, they emphasized the youthful approach and the timeless nature of jeans as a product.
VISA
Then:
The spread of credit cards worldwide is very large and no longer unique. Every contemporary has at least one card and is in his wallet. Another thing is that it is now fashionable to be interested in digital technologies and cryptocurrency. Still, the good old credit cards, for example, from Visa, are a classic of the genre that does not go out of fashion. This financial giant issued its first card in 1958 and made a splash among the population. The then-Bank of America issued their card called BankAmericard, which had a $300 usage limit (a sum that means almost nothing these days). After 18 years, BankAmericard was rebranded and became known as Visa to strengthen its customer relationships. It was easy for speakers of different languages to name the name. The logo is based on only two colors – blue as a symbol of the sky and gold as the personification of the hilly terrain of California, the birthplace of the American bank.
Now:
Time passed, and the brand updated its design. We settled on a blue font logo. It had different shades in the gradient – from the darkest to the lightest shade. From afar, the difference in the colors of the letters is not visible, but it is there. The most important distinguishing feature is the absence of gold or yellow tone on the logo. Just because the design idea to associate money with gold has already sunk into oblivion.
CANON
Then:
The then-named Kwanon photographic company released its first camera model in 1934, a year after its founding. Although it does not directly reference the technique produced, the company’s name refers to the Buddhist goddess of mercy. It is logical to assume that such a significant figure in the Buddhist religion should have been a symbol of the company, which would have been displayed in the logo. And so the image of the multi-armed goddess appeared, which is surrounded by flames.
Now:
Already in 1956, a rebranding took place, which marked the appearance of the unchanged logo that we know today – it’s just the name of the company Canon, highlighted in red to express the key message – advanced technologies should have a global standard.
AUDI
Then:
Audi is one of the top sellers in the world today and is famous for its luxury cars. However, it was created a very long time ago – in 1910. The logo was simple, black and white. The emphasis is on the number 1; at the bottom in the triangle was the company’s name. They are wanted to establish superiority in the automotive industry market and show that this company deserves motorists’ love and close attention.
Now:
The whole design is reduced to harmonious round shapes, reminiscent of the wheels on the badge, and red letters in a simple font. Why be smart if you can indicate several meanings in the logo at once – the quality of the machines produced, speed and elegance?
On the other hand, reliable sources say that after Audi’s competitors merged with the company and formed the Auto Union alliance in 1932, in order to increase respect for each other, recognize equal efforts, and represent the different destinies of the companies, it was decided to show four intertwined rings together.
FIREFOX
Then:
The Mozilla Firefox application appeared in 2002 and was used to view web pages on the Internet. The browser was originally a kind of incarnation of the phoenix bird and was called Phoenix. Due to a trademark dispute, I had to give in and change the name. The logo was a bright red bird on fire with a yellow beak. It looked a little strange and childish, but soon the rebranding took place, and the image went into oblivion forever.
Now:
In 2003, a new concept was implemented because the former name could not be retained due to litigation. So there was an emblem with a bright orange, or rather a fiery fox, which surrounds a blue ball with its whole body. This logo showed the global nature of the company and the growing popularity of products among users.
PLAYBOY
Then:
The reason the popular men’s magazine Playboy came into existence is both comical and simple – in 1951, a copywriter at Esquire magazine named Hugh Hefner was turned down for a $5 raise. After a while, this man became famous worldwide and became a recognizable person in different circles. And all because his magazine was an incredible success, he sold a million copies and became a really big brand, covering nightclubs, television shows, and even accessories and clothing. The logo that represented the ambitious man’s shop looked like a full, detailed illustration of a rabbit in a tuxedo and a cigar against a table of alcohol, a woman’s bust, books, a goblet, and a fireplace. This rabbit has become the epitome of the average amateur, so to speak, erotic fiction.
Now:
Although the shop owner liked the initial version of the logo, they nevertheless had to rebrand it and came up with a new simplified version. In the magazine’s second issue, a simpler rabbit image appeared – its head turned to the left with a butterfly around its neck. Designed by Art Paul in 1953.
AMAZON
Then:
In 1995, no one could have imagined that in a simple garage, which Jeff Bezos chose to implement his business idea, a brand concept was born that would bring multi-million profits to its owner. The concept was to sell books with a symbolic image of the river on the logo. The message was interesting and unusual – retailers were presented as “the largest flows of the Earth.”
Now:
As Amazon expanded its business with a focus on delivering products across categories, the new logo font means you can find everything from A to Z on the site, get your product quickly, and have peace of mind when shopping.
LEGO
Then:
The name of the world brand for the production of toys comes from the merger of two Danish words – “good” and “play.” In 1932, the company had just entered the market offering wooden toys, and by 1958 introduced its legendary set of cube toys. Actually, at first, there was a simple serif font logo, which in no way revealed the essence of the company.
Now:
In 1973, production expanded and appeared on the territory of the United States of America, which gave a new round to the development of the company Lego, and at the same time, brought rebranding. The red-yellow-white typographical logo made the buyer feel comfortable, thinking about having a good time digging for toys among friends. This has become a classic logo shape that has not changed to this day.
VERIZON
Then:
The history of Verizon began in the year 200 as a result of the merger of Bell Atlantic Corp. and GTE Corp., which quickly began to grow and become the technological leader in the market. Now it is a major mobile operator with a coverage of 35% of the market. Initially, the logo was a typeface letter set in black with a highlighted red Z and a thin checkmark above the letters, but it was changed.
Now:
A more modern logo appeared in 2015, which differed in font, and the checkmark became smaller and located near the letter N. This alignment was in the hands of the company because rebranding and determining a new status in the market helped win a large audience of users.
SHELL
Then:
In 1833, Shell was antiquity and oriental oriented, and now it is a large energy company that has established its supplies thanks to a well-functioning import and export system. The realistic image of the shell has become the hallmark of the company.
Now:
After a while, it became clear that the company ceased its activities in a certain niche and moved to a higher technological level. Therefore, in 2015, with the advent of the first service stations, a new logo appeared – a bright cartoon shell made in yellow and red. To show the close cooperation between California and Spain, these shades of color were chosen.
YAHOO!
Then:
In 1994, Jerry Yang and David Filo were still students at Stanford University when they founded the Yahoo! project as a hobby, which later became a major brand. This is an Internet company, the fortune of which was estimated at 125 billion dollars. As a result of competitive pressure, Verizon had to sell it for 5 billion. The original logo looked like a blue ball with a yellow man – a stylization of the letter Y – with outstretched arms. And below, you can see a lilac inscription with the project’s name.
Now:
In 2013, when there was still no talk of selling the company, a rebranding was carried out, during which there was an attempt to restore its position and strengthen its status in the market. They retained the purple color for the font logo, but, unfortunately, the visual image update did not lead to positive results, resulting in another company’s decline and takeover.
DELTA
Then:
Initially founded in 1924, the American aviation company Delta Airlines positioned itself as a commercial agricultural enterprise. However, since 1929, the first passenger flights were made. The visual identity of the period was a large Greek letter “delta” with outstretched wings. It was placed in a wide ring, against which the company’s name was placed above and below the letter. National shades were used as a color palette, adding a touch of patriotism.
Now:
The current version of the logo is also made in the form of a stylized letter. However, it is also associated with a plane taking off the runway. Thus, the brand fully reflects its field of activity, hinting at the seriousness of the approach in fulfilling obligations towards customers. To the right of the emblem is the word “Delta,” made in a laconic style, which adds rigor and conservatism to the image.
APPLE
Then:
Steve Jobs, in 1976, together with his friend Steve Wozniak, founded a small company at that time, Apple, engaged in the development of computer technology. And in 1978, the first revolutionary PC, the Apple II, was introduced to the market. They presented their original logo in the form of an ink-drawn picture, against which, under the famous apple tree, before the very discovery of the laws of gravity, Isaac Newton was thinking. The image is entwined with a ribbon with the company’s name, which emphasizes the desire of the creators to become pioneers in their field of activity.
Now:
The old model of the visual identity was replaced by a laconic and memorable image of a bitten apple, which is still used today. Subsequent brand changes implied only a play with colors, which focused on the prestige and quality of products. The palette has acquired monochrome shades, which indicates the seriousness of the company and the growth of its image.
GE
Then:
The General Electric Company is the world’s largest energy company. Thomas Edison founded it in 1890. However, two years later, it was decided to merge with a competing product to expand its capabilities and further development. The logo was the letters “G” and “E” from the name, in cursive handwritten calligraphy in a black monochrome palette.
Now:
The modern version of the company’s visual identity has undergone major changes. One of the reasons for this was the globalization of the enterprise. The monogram image has acquired greater conciseness and symbolism of unity. It was placed against the background of a circle of a blue tint, implying the provision of its services around the world. In addition, due to the white ring surrounding the inscription with small processes, a semblance of a working turbine screw is created, which is directly associated with the energy direction.
ADIDAS
Then:
The German company Adidas was founded in 1925 by Adolf Dassler. During its heyday, the company’s logo was an image of studded sports shoes, above which the name of the creator was placed in an arc, and below it was the name of the brand. The font was used without any unique features. The only addition to the individuality of the image was the lengthening of the lines of the letters “d,” which can be associated with a sports obstacle. The color palette included only black monochrome.
Now:
When the company expanded its production and began to produce clothing elements, it was decided to change its visual identity. A memorable element of the logo was three stripes inclined at 30 degrees, which resembled a mountain, which in essence was a symbol of further development and growth. Since 2005, there has been a simplification of the brand, whereby the three stripes are placed horizontally on top of each other, and to the right of them is the name in an individual style with rounded letters.
NASA
Then:
NASA was founded in 1958 as a response to the first launch of the USSR satellite in 1957. Under the support of a representative of the research center, a unique logo was created that fully reflects the enterprise’s activities. It was a circle of a blue tint with a golden edging; on the background, there was an image of a planet, a satellite, stars, and a spaceship flying in orbit. Around the composition along the outer contour, the agency’s full name, also taken in a golden outline, took its place.
Now:
In the subsequent period, changes were made to the visual identity related to the simplification of the image itself. The logo consists of one blue circle, in the center of which is the abbreviation “NASA,” and around it, the orbital trajectory is drawn, and there is a scattering of stars. At the same time, an aerodynamic jet trail was depicted in a red tint, going diagonally to the right through the entire area of the circle. This implies different areas of activity.
BURGER KING
Then:
The first branch of Burger King opened in 1953 in Florida. He endured a series of hardships that led to ruin. However, in 1961 the restaurant was bought out, and after a long reconstruction, it was reopened all over the USA. The logo was concise and immediately caught the eye. It was stylized as a rising sun, which is equally reminiscent of the view of the burger from above. Thus, the direction of activity and the dawn of the public catering network were concretized. Below the image was the brand name in simple, bold type.
Now:
The current visual identity has received a new color scheme and has undergone dramatic changes. The stylization of the sun began to resemble two halves of a golden-hued bun, and between them, in two rows, there was a “Burger King,” in red, like a filling. The text is made in bold type with rounded edges, which expresses goodwill and responsiveness. Around this emblem is a segment of the ring, which becomes thinner towards the top edge.
ADOBE
Then:
Charles Geschke partnered with Jhon Warnock to form Adobe Systems in 1982. In five years, they presented their new creation Adobe Illustrator, which brought them their fame and the right to further development. The first visual identity was a rectangular horizontal background with a dark gray infill. It contained the enterprise’s name, the main word of which was highlighted in a separate unique font, creating a trapezoid figure.
Now:
The logo was updated in 1990, which resulted in several changes. The background was transformed into a square of a red tint, against which the letter “A” was placed in white, which retained the original design. Under the image, the text “Adobe” was placed in a regular font, which was slightly narrowed to the width of the main visualization. This meant the simplicity and clarity of the interface, which will not cause difficulty in mastering new users.
UNITED AIRLINES
Then:
The air travel company made its first passenger flight in 1926. The logo was introduced in 1973 in the form of a horizontally placed dark blue rectangle. A white stripe passed through its center, on which the name of the enterprise was applied on both sides of the central image. The brand sign implies a white circle with a smaller diameter ring in the same color scheme as the background itself. And inside the ring is the silhouette of the territories of the USA, wherefrom one city, two arrows indicate a flight to two other places.
Now:
Despite its popularity, United Airlines underwent a merger with Continental Airlines United after the end of its history. The visual identity has also been changed. Its performance follows the present trends, indicating performance conciseness and increased memorability. Thus, the merger of the two companies was emphasized. The logo is a dark blue square against which a structured image of the earth is placed.
3M
Then:
3M was founded in 1902. The main activity is connected with the chemical industry and everyday goods. The logo was presented in the form of a white ring with black inner and outer edging. The enterprise’s name was placed along its perimeter, and in the center, there was a horizontal rhombus, against which the text “3M Co” was placed vertically and horizontally crosswise.
Now:
Over the entire period of the company’s existence, there have been many emblem variations. However, the final visual identity, introduced in 1978, was an image of a bright red hue, consisting of two characters, namely “3M”. Laconic execution increases the level of memorability, which is extremely important for an enterprise planning further expansion and development.
TARGET
Then:
Target Department Store is an offshoot of Dayton Dry Goods, founded in 1902. The logo for him was original and had a personality that helped increase the memorability among visitors. It is presented in the form of a target of white and red rings. The name of the store is placed in the central area. Thus, it was planned to reflect the desire of the network to provide the most popular products.
Now:
In 1968, it was decided to change the visual identity, refreshing the brand in line with modern trends. In addition, this was also due to the expansion of the network of department stores throughout the country. This resulted in an emblem with a richer color palette and simple execution. The target was still the main distinguishing feature of the logo; only the number of rings was reduced to two. The text itself was decided to be removed.
FORD
Then:
The Ford Motor Company was officially registered back in 1903. She specializes in the creation of automotive products. However, at the beginning of her career, she was not so famous, which changed after the release and sale of the first model. The first logo was presented in the form of a horizontally located oval, which braided ornate branches around the perimeter. Inside the figure, an oval ring of smaller diameter found its place, resembling a bracelet due to pearls added to it. The central part was assigned to the name and the city in which the enterprise was founded. The brand exuded luxury and conservatism, which is what distinguished the produced cars.
Now:
The history of visual identity is extensive, as it has been constantly mutated until it got its current variation. The calligraphic text used in the emblem was created by Childe Harold Wills and placed in the very center. A flattened oval ring is located around it, and all this is located against the background of an oval figure in a gradient fill of blue hues. At the same time, due to the use of shadows, the composition acquires volume. It is still a symbol of high-quality and safe products to this day.
WWF/E
Then:
WWF/E was founded in 1963. However, the federation acquired its current form only in 1982. She united under her leadership many professional wrestling clubs, which led to creating a national league. The logo was minimalist yet full of elegance. It is presented in the form of two wrestlers who came together in a fight in the ring. Thus, the main attention was focused on the type of activity of WWF/E. To the right of the image was the full name of the federation and the abbreviation placed against the background of a black rectangle.
Now:
In 2014, viewers were able to see a new updated visual identity. It implies smooth letters “W” placed one above the other with pointed ends, which emphasizes the seriousness and severity of the events. Behind them is a stroke of red, which brings a touch of aggression and confrontation into the composition. John Lifteratos took part 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 arrived at the zoo in London at that time, was used as a logo. Under this pretext, one of the founders, Peter Scott, created a simple sketch, which laid the foundation for further developing the community’s appearance. Initially, it was a hand-drawn ring in which a panda settled down, pitifully casting a glance at the one who looks at the emblem.
Now:
A quarter of a century later, the visual identity has been transformed using digital technology. The animal turned out to be more graceful and acquired clarity, although it also had a downcast look. Rounded details gave it softness in perception. So the association directly stated that animals also want to have a good life in our world. Under the image, the abbreviation “WWF” was placed, executed in bold type with rounded letters.
Then:
To date, Google is the Internet resource with the highest traffic. However, it was inconspicuous and little known during its creation, which fell in 1997. The main office was located in an old garage, but three years later, demand grew exponentially, and the website began to gain popularity. The first logo was used only at the stage of the tested version, representing the letters of the name, executed in a different color palette and at different angles. At the same time, they added the effect of a three-dimensional image. It was unusual and colorful, which attracted new users well.
Now:
Today, nothing remains of the forms of the former visual identity. Only the color palette, consisting of blue, red, yellow, and green shades, is unchanged. The “Google” text is in bold Muguet type, which was designed specifically for the company. There are no serifs in it, 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 the mixture, which is now in great demand, with more than 1.9 billion servings worldwide daily. In creating the name and brand for the drink, Frank Robinson helped him, who proposed a simple version of “Coca-Cola,” which is still used today. The first logo was a name written in simple letters on a typewriter, which lasted only a year.
Now:
Subsequently, it was decided to create a clearer visual identity, and Frank applied his calligraphy skills to this. The result obtained was taken as the basis for the further development of the logo. The color scheme and approach to performance changed, but the overall style remained unchanged. Thus, in 2003, with digital technologies, the company presented its final version of a dark red shade, made in italics and with elongated letters.
WARNER BROTHERS
Then:
The love of films led to the fact that Warner Brothers, in 1903, decided to establish their film studio. For 15 years, they have spent a lot of time perfecting their skills. The result of their labors was the full-length film “My Year in Germany.” With the proceeds, they bought a room for themselves and continued to develop further in small steps. The logo is presented in the form of a black rectangle, in the center of which there was a shield, against which the image of the same studio, and under it the company’s abbreviation.
Now:
The current variation of the visual identity was created back in 1925. It is executed 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. The letters “WB” are placed flush with it in its center, executed under the shape of a shield. At the same time, behind the letters, there is a background in a gradient filled with blue tints in the recess. The visualization itself is surrounded by a golden ring, on the surface of which the voluminous full name of the studio is placed. It symbolizes integrity 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 you to share photos with each other online. The app’s popularity stood at 27 million active users in less than two years. The logo was an image of a non-original Polaroid camera with a rainbow stripe in the center. Because the resource was supposed to be exclusively for photographs, it was decided to give it a retro style. The color palette included a combination of light milky, gray, black, red, and other shades. So it was possible to achieve a unique performance, which allowed the brand to stand out from the others.
Now:
The visual identity in use today was not immediately to everyone’s liking. However, this was necessary due to modern trends. The emblem is made in a laconic style and is a square with rounded corners with a gradient filling of blue, red, and yellow tones. In the central part of the figure, the outline of the camera is placed, repeating the shape of the main sign on which the lens is highlighted. In its upper right corner is a flash eye.
AMERICAN AIRWAYS INC.
Then:
American Airways Inc. was established in 1930 by merging small independent enterprises into one single structure. In 1934, on this basis, it was decided to change the name used to this day, namely, 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 the earth. All this is placed on a dark blue background. On the sides of the animal are two letters, “A,” denoting the enterprise itself. A line of red tonality is depicted diagonally behind. At the same time, the entire emblem is surrounded by two rings – white and red.
Now:
In 2013, the US Airways Group joined the company, increasing its reach capability requiring a brand redesign. Thus, the new logo received a concise and unique variation corresponding to modernity. The current emblem is presented in the form of a runway inclined at 30 degrees, divided into two parts by an arch thrown over it. This is how a simplified visualization of the eagle is created, which fully reflects the association’s nationality and type of activity.
MERCEDES-BENZ
Then:
The original company consisted of two independent structures founded in 1886, one led by Karl Benz and the other by Gottlieb Daimler. However, in 1926 they decided to merge into one company, called Mercedes-Benz. The primary logo was a flattened horizontally placed oval of black monochrome filling. An oval ring of a slightly smaller diameter passed along its contour. At the same time, the text “Mercedes” is located in the center, made in ordinary letters of different heights. This implied the integrity and independence of the created association.
Now:
The current visual identity is made in the form of a ring, in which a three-pointed star has found its place. The whole composition includes a color palette of various gray shades. This is how the effect of metallization and volumetric elements is achieved. Many people call this logo “silver star,” which fully reflects its essence. Under the sign is placed the enterprise’s name, made in a serif font. For a three-dimensional effect, it was decided to add a shadow.
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 residential premises for short-term rent. They presented their logo in the same year, including a text component. The white cursive lettering had a thick blue border, adding friendliness and lightness to the brand. The division into two parts occurs due to the easy imposition of the first word on the abbreviation “bnb,” which implies reliability and confidence in the professionalism of the company’s employees.
Now:
In 2014, a revised variant of the visual identity was introduced, which looks more concise. However, the abstraction placed to the left of the brand name has a lot of semantic meanings in its arsenal. It can be an arrow that indicates the direction, the house’s roof that provides protection, and much more. Nevertheless, the freshness of the image allows you to attract due attention. The text is made in simple printed letters with straight lines, further facilitating the logo from unnecessary details.
CHEVROLET
Then:
In 1911, the Chevrolet automobile company was founded, led by William Durant. He wanted to make equipment so that the population would appreciate it, which was the right decision for him. The company’s first logo was the signature of the 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 conciseness that prevailed at 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 power and self-confidence. The image has become more luxurious, and due to the thick edging in a silver sheen, additional volume is created, adding dynamism.
HEINZ
Then:
Founded in 1869, the German company Heinz today is engaged in the mass production of tomato ketchup and other food products. The concept of the company’s original logo consisted of a bold red inscription placed on a white background. All letters are made in the capital version with rounding and a lack of serifs. A large distance between the letters indicates the desire to cover more space, thereby expanding its production possibilities. In addition, it achieved harmony between the two aspects of the color palette – its power and brightness, which allowed the emblem to be preserved for almost 50 years.
Now:
In 1989, the brand’s redesign was introduced, distinguished by the text component’s elegant execution with a capital letter. The white filling of the word on a dark red background creates a contrasting effect, thereby focusing the attention on the entire composition. The figure in which the text is placed has straight lines on the sides and bottom, and a smoothly curving arch runs along the upper part. The corners were rounded, thus showing the company’s goodwill and love for its customers.
SONY
Then:
In 1946, the founding of Sony was announced under the leadership of Akio Morita and Masaru Ibuka. It took her a year to introduce her first brainchild to the market in the form of a powerful megaphone. Subsequently, the company began its rapid expansion, taking the position of one of the largest enterprises to manufacture electronic equipment. The first logo was presented as a round icon with a white background and a black outline. An abstract figure was inscribed, consisting of two elements – a trapezoid, whose larger base is on top, and a rhombus placed vertically. Part of the diamond-shaped element is superimposed on the trapezoidal part. Thus, maximum conciseness was achieved along with a strict and serious manner.
Now:
The brand abandoned the images in the future, leaving only the text component, in which font and quality changes were periodically made. In 1973, “SONY” was introduced in a typeface like Clarendon Medium. It is dominated by straight serifs, characterized by increased clarity. In the contours, accuracy and integrity are felt.
XEROX
Then:
Initially, the American company Xerox since 1906, was engaged in the production of paper for creating photographs and was called Haloid. However, for 40 years, the company continued to find its way into the field of information technology, which led to the creation of the first machine capable of copying any image or text. The design is presented as a black rectangle with large rounded corners in the visual identity. In the very center, there is a large light yellow letter “X,” against which the word “Xerox” is placed in the white filling. In this way, a powerful, bright, and serious image was achieved, which eliminated the need for additional details.
Now:
The current logo is a terse rendition of the company’s name in dark red in bold type. The lines have a smooth, soft contour, which contrasts more strongly in combination with a white background. There is a sense of a professional approach to the emblem’s design. It completely follows the current trends.
KFC
Then:
In 1930, under the leadership of Harland Sanders, the first catering establishment, now known as KFC, opened its doors. The main specialty of the restaurant chain is presented as chicken dishes. The first logo was developed only by 1952, which was the institution’s full name with the first letters of the words highlighted, which from the very 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. Kindness, cheerful mood, and trust are felt by him.
Now:
The last logo change took place in 2018. Its shape was a trapezoid with a slight rounding at the corners. In the uppermost part of the figure, two vertical lines of a red hue are located along the edges, between which a laconic, clear, and modified portrait is presented on a white background. Butterfly at Sanders is made to seem as if it is a body. And the direction of the “arms” and “legs,” along with a smile, add hospitality and warmth to the image. The word “KFC” was placed under the portrait in bold italics.
SOUTHWEST
Then:
Southwest Airlines has been providing air passenger transportation on a regional basis since 1971. It took her 27 years to take fifth place in the ranking of large enterprises. The logo is presented in the form of three vertical stripes placed at 30 degrees with an inclination to the left. The two extreme elements are made in a dark orange tone, and the central part is in a red tint. Horizontally, they are divided into equal parts by a white field on which the airline’s name is placed. At the same time, if you look closely, from the white outline inside the emblem, an image of a flying aircraft with a red wing is created, emphasizing the type of activity.
Now:
The new logo reflects Southwest’s core values of friendliness, helpfulness, and quality of service. It is presented in the form of a heart, divided diagonally into three parts. The division lines and the outline are filled with a gradient fill of gray tones as if light sources are directed at them. The fields themselves have blue, red, and orange shades from bottom to top in their color palette.
FIAT
Then:
In 1900, Fiat was founded to produce automotive products in Turin, Italy. Its visual identity resembles a stylized version of an ancient birch bark scroll in its form. Against its background is the company’s full name, where a Catholic cross separates the words. This is how the desire to expand far beyond the borders of one’s own country is displayed. An abbreviation is placed below, all with the same sign between the letters, and a little to the side is the letter “N” with an empty field next to it. This place was reserved specifically to indicate the serial number of the produced car.
Now:
In 2006, the world saw an updated version of the Fiat logo, which symbolizes the hardships experienced associated with financial recessions. It is both a memory of bad times and a celebration of everything that has influenced its further development. Thus, the visual component of the brand has acquired a round shape, made in dark and light gray tones, which achieves volume and complex structuring of the figure. Against its background, an element is placed that resembles an inverted trapezoid with rounded corners and convex sides. And on it, the text “FIAT” is highlighted.
NINTENDO
Then:
1889 was marked by the opening of the Japanese company Nintendo, which was engaged in implementing Hanafuda playing cards. In a short period, 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 the spade suit, which fully reflected the main activity. Against its background, the same suit was placed in a smaller size with a white tail and triangular rays around the perimeter. Two rings found their places in the center of the emblem, encircling a white circle with the letter “N” in the heraldic style. The company’s name was placed under this whole composition, where the letters were made with rounded ends.
Now:
The globalization of Nintendo led to the fact that in 1982 the visual identity was redesigned with export in mind. In this form, it is a circuit that resembles a race track. It contains the enterprise’s name, and everything is done in a dark red shade. The logo is presented in a simple style, which catches the eye 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 of over 1,500 restaurants across North America. The logo and name were the images of the founder’s daughter, which many liked. The emblem is presented in the form of a small oval, against which a red-haired girl with freckles in a striped dress is depicted. Ornate lines, reminiscent of a forged product, keep the institution’s name, made in stretched high letters in a red tint, from it. Below it, in black monochrome, is a text that speaks about the specifics of the restaurant.
Now:
In 2012, the visual identity underwent a drastic change based on a concise execution. The text “Wendy’s” appears to have been handwritten with a bold red marker, which adds to the brightness. Above him 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 crawl out of the circle field, which implies the prospect of further expansion.
NOKIA
Then:
Nokia was the only paper mill at the time of its founding in 1865. However, at the beginning of the 20th century, the company changed its line of business, opening the production of telecommunication systems. The logo’s originality was achieved through the image of a fish from the salmon family, looking out from the circle and adding volume to the composition. This symbolism lies in the fact that it implies the Nokianvirta River, where the main facilities were located. The brand’s name in the native language found its place along 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 recognized by many in the modern world. It is presented as a text component denoting the company. It was developed back in 2006, and five years later, it was decided to make changes regarding the style of the font. It was created with the help of designer Dalton Maag and named Nokia Pure. The brilliance of the blue hue, along with clear, straight lines, creates a friendly effect and enhances memorability.
