Amway is a multi-disciplinary US marketing firm that sells beauty, health, and home care products. Its founders are Rich Devos and Jay Van Andel. They started a cosmetics business in 1959. The company is headquartered in Ada, Michigan.
Meaning and History
The time of the appearance of the debut logo coincides with the year the company was founded. Over the entire period of its existence, it has changed five emblems, which do not differ in variety. They all have the same shape and are made up of the same elements, and the redesigns were only about improvements. Therefore, it turned out that their history is an evolution from a multicomponent sign to a minimalistic one.
1959 – 1964
The opening variation uses the colors of the US flag. The top blue stripe contains a white map of North America. On the middle red rectangle is the word “Amway” – the name of the brand. On the white bottom line is the phrase “Home-care know-how” (large sans serif type) followed by “at your doorstep!” (in lowercase italics). All elements are placed in a regular rectangle with triple edging.
1964 – 1982
The result of the redesign was the renewal of the previous logo. The guide replaced the North American continent map with the planet’s southern hemisphere with a grid of meridians and parallels. This is due to the fact that the company went international and opened the first overseas office in Canada in Ontario. The company reflected its entrepreneurial ambitions in a new logo.
She, as before, resembles a tricolor – a flag with three multi-colored fields. Otherwise, there have been some changes. There is a diagram of the southern hemisphere of the Earth in the upper field, in the middle – the word “Amway,” in the lower field – the slogan “Shop without going shopping.” For him, the developers have chosen a classic serrated font.
1982 – 1980
In this version, continents have disappeared from the global map, so the emblem depicts an abstract hemisphere with a grid of parallels and meridians. Instead of the old motto, a new one appeared: “We deliver the best.” This redesign is driven by the expansion of the company’s international business activities.
1980 – 2002
Since that time, the colors of the logo have become bright and distinct. The white bottom line merged with the background, and instead of the slogan, the word “Amway” appeared in the original spelling.
2002 – present
Currently, a minimalistic logo is used, consisting of a single element – the company’s name with a subtle underline. The line is arched and pointed on the right side.
Font and Color of the Emblem
Early versions of the Amway trademark consisted of three equally wide stripes of different colors. Until 1964, the background square had a triple edging, then a double edging, and in the mid-80s, it disappeared altogether. In 2002, the label was simplified as much as possible: all elements were removed from it, leaving only the company’s name.
The emblem uses two types of typefaces: printed (in all) and italic (in the debut logo). Capital letters, grotesque. The primary colors are blue, red, and white.