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The Evolution of Famous Logos Over Time
Many of us might see a logo and think nothing of it, but others, primarily designers and brand strategists, may see them as monuments to great ideas and business. A logo evokes a feeling for everyone, either consciously or subconsciously.
A logo is a visual shorthand for a brand. Every company, regardless of size or age in the market, needs a logo that will help define their brand and identify who they are to customers.
That definition rings true throughout history. Thousands of years ago, merchants, metallurgists, and craftsmen used markings to distinguish their work from others. When markers were used, they gave authenticity and protection from competitors.
The importance of having a logo
For businesses today, a logo is part of their brand identity and can play a key role in how the brand is perceived. It can make a brand more authentic, increase its perceived value, set it apart from competitors, and align its values with its target audience.
When a brand is built, a logo can mean the difference between a $20 pair of shoes and a $300 pair of shoes.
It’s the difference between a $15 scarf and an $835 Louis Vuitton scarf.
Without the logo to represent the brand, these things lose their value. When created and used correctly, a logo can be a powerful tool for a company looking to distinguish itself and build a long-lasting legacy. The logo itself takes on the feeling of the brand, and its customers feel that feeling. The customers who sport the logo set themselves apart from those who don’t wear or associate with the brand.
How logos evolve like art
Pablo Picasso once said, “It took me four years to paint like Raphael but a lifetime to paint like a child.”
A common trend among artists is the longer they produce art, the simpler it gets. It is less about filling the canvas with extremes and more about taking the simplest path to get the message across.
A logo, in many ways, takes the same journey. The simpler a logo is, often the better it is. When you create a logo, you aren’t just thinking of today; you are thinking twenty or thirty years into the future. You want it to be timeless, clean, and easy to distinguish. Designers will understand that the logo must also be able to hold its features when sized up or down, making a simple logo better for just that very reason.
Famous logos evolving over time
Keep the idea of simplicity in mind as we travel through the evolution of famous logos. You’ll start to recognize the pattern. Many go from descriptive logos to abstract iconography once the brand has cemented its symbol and become well-known.
McDonalds
The McDonald’s logo is one of the most recognized symbols in the world. The restaurant chain is located in over 118 countries today, and the Golden Arches continue to bring people together for food and fun.
As you can see, the logo evolved from a very descriptive logo in the 40s to a simple icon in the present. In 1961, you start to see the yellow ‘M’ take shape. McDonald’s wants a clear identity and stand out from other burger joints. In the early 2000s, we see the logo taking on a curved line that resembles a smile, giving a positive feeling to the franchise. In 2003, you may recognize the addition of “I’m lovin’ it,” a common slogan in many McDonald’s commercials.
Although the Instagram logo seems straightforward, it has also gradually become simpler over time.
Starting in 2010 with the image of a handheld camera, you can see it is a more complex image with details and a multi-colored line. From 2010 to 2011, the camera became simpler, taking out the entire camera and breaking it down into the lens and the viewfinder. The line of color remains. By 2016, we have the logo that we know Instagram for today. They have removed the lifelike camera and replaced it with the outline of a camera made with solid white lines. The shape of the lens and viewfinder remain. The line of color is gone and replaced with a background of complementary colors that blend.
Nike
The Nike logo has an interesting evolution that most people, unless they are true Nike fans, often aren’t aware of.
The brand was founded in 1963 by Phil Knight and Bill Bowerman. At that time, it was named Blue Ribbon Sports. In 1971, it was renamed Nike, Inc., and in 1980 the company went public. Today’s Nike logo began in 1971 when graphic design student Carolyn Davidson was paid $35 to design the logo. Later, she was given a gold ring and shares in the company. As you can see, the Nike swoosh stuck. The logo moved from a descriptive logo to an example of abstract iconography that works because the brand was established and has since become iconic.
Apple
Apple’s logo has remained consistent from 1977 to the present day, with a few changes in color over the years.
The company’s first logo, which was created in 1976, looks different and much more complex. Looking closely, you will see a person sitting under a tree reading a book with an apple hanging over their head. The apple is made to stand out with lines that look like light protruding from behind it. The logo was designed by Ronald Wayne as a node to the moment right before an apple fell on Isaac Newton’s head, thus formulating gravitational theory. Just a year later, the logo was changed to the now iconic Apple symbol and remains so to this day.
Starbucks
The Starbucks logo has kept its original symbol, but it has become simpler and easier to grasp visually over time.
In 1971, Starbucks chose a twin-tailed siren as its visual identity. Originally, the look was very 15th century and had the circular badge with the description of the Starbucks name along with its offerings of coffee, tea, and spices. The original color scheme was brown and white. From 1987 to 1992, the logo took on new colors of green, black, and white, but it kept the twin-tailed siren and the circular badge. The siren became more modern, and the graphics became less detailed. Instead of saying, “Coffee, Tea, Spices,” the logo says, “Coffee.” Then, from 2011 to today, we see that Starbucks dropped the circular badge with descriptive words and went with the siren. Over time, even Starbucks has adopted the icon-only approach.
Coca-Cola
Coca-Cola is an interesting case study for logo evolution because, for the most part, the script of the logo hasn’t changed since 1905.
The rule of, if it’s not broke - don’t fix it, applies here. In 1886, you see a simple typeface; it is easy to read and has bold lines. In 1990, the logo appeared more whimsical, with some added details to grab attention, but by 1900, the script we see today had formed. In 1950, we see the iconic red color that Coca-Cola is known for. The brand has stayed true to its roots throughout the years, sometimes adding the symbol of the glass Coke bottle or a ribbon.
Shell
Shell got its name from the seashells Marcus Samuel Sr. imported from the Far East during the last half of the 19th century.
From 1900 to 1930, the logo took on a realistic look. It has no words, only a black-and-white mussel shell, which later became a scallop. Since 1948, yellow and red have taken center stage and become consistent elements of the Shell brand. By 1955, Shell moved away from a more realistic image and opted for something more modern. It allowed for printed transfers and made applying the logo to everything from petrol pumps to shop signs easier. As shared on the Shell website, in 1971, the famous industrial designer Raymond Loewy designed the Pecten logo that is still recognizable today – and removed the ‘Shell’ name from the center of the symbol, placing it below in a specifically designed typeface. From 1999 until today, we have just the icon, showing how a logo can become simpler even if it starts as a mussel shell.
Like the brands they visualize, logos evolve throughout the company’s life. As the brand becomes a household name, the visual identity becomes simpler and more defined. The brand’s status, value, and feeling come through the icon and give customers a consistent marker to identify with. The true test of a logo is how simple, clear, and clean it can remain over time.
This article is brought to you by our Accelerator program. Accelerator is an educational and coaching program tailored for creative entrepreneurs. It offers detailed tutorials, regular coaching sessions, and a curriculum that guides you through launching and growing your creative business.
Accelerator might be just what you need, but we understand everyone's journey is unique. We recommend taking our Find Your Fit quiz to help pinpoint the right Futur™ offering based on your specific goals and stage in your career. Click here to take the quiz.
The Evolution of Famous Logos Over Time
If you’re a graphic designer, brand strategist, or creative business owner, you know how important a logo can be as the visual identity of the brand. Of course, you’ll want a good logo, but do you know what all great and famous logos have in common?
If you’re a graphic designer, brand strategist, or creative business owner, you know how important a logo can be as the visual identity of the brand. Of course, you’ll want a good logo, but do you know what all great and famous logos have in common?
Many of us might see a logo and think nothing of it, but others, primarily designers and brand strategists, may see them as monuments to great ideas and business. A logo evokes a feeling for everyone, either consciously or subconsciously.
A logo is a visual shorthand for a brand. Every company, regardless of size or age in the market, needs a logo that will help define their brand and identify who they are to customers.
That definition rings true throughout history. Thousands of years ago, merchants, metallurgists, and craftsmen used markings to distinguish their work from others. When markers were used, they gave authenticity and protection from competitors.
The importance of having a logo
For businesses today, a logo is part of their brand identity and can play a key role in how the brand is perceived. It can make a brand more authentic, increase its perceived value, set it apart from competitors, and align its values with its target audience.
When a brand is built, a logo can mean the difference between a $20 pair of shoes and a $300 pair of shoes.
It’s the difference between a $15 scarf and an $835 Louis Vuitton scarf.
Without the logo to represent the brand, these things lose their value. When created and used correctly, a logo can be a powerful tool for a company looking to distinguish itself and build a long-lasting legacy. The logo itself takes on the feeling of the brand, and its customers feel that feeling. The customers who sport the logo set themselves apart from those who don’t wear or associate with the brand.
How logos evolve like art
Pablo Picasso once said, “It took me four years to paint like Raphael but a lifetime to paint like a child.”
A common trend among artists is the longer they produce art, the simpler it gets. It is less about filling the canvas with extremes and more about taking the simplest path to get the message across.
A logo, in many ways, takes the same journey. The simpler a logo is, often the better it is. When you create a logo, you aren’t just thinking of today; you are thinking twenty or thirty years into the future. You want it to be timeless, clean, and easy to distinguish. Designers will understand that the logo must also be able to hold its features when sized up or down, making a simple logo better for just that very reason.
Famous logos evolving over time
Keep the idea of simplicity in mind as we travel through the evolution of famous logos. You’ll start to recognize the pattern. Many go from descriptive logos to abstract iconography once the brand has cemented its symbol and become well-known.
McDonalds
The McDonald’s logo is one of the most recognized symbols in the world. The restaurant chain is located in over 118 countries today, and the Golden Arches continue to bring people together for food and fun.
As you can see, the logo evolved from a very descriptive logo in the 40s to a simple icon in the present. In 1961, you start to see the yellow ‘M’ take shape. McDonald’s wants a clear identity and stand out from other burger joints. In the early 2000s, we see the logo taking on a curved line that resembles a smile, giving a positive feeling to the franchise. In 2003, you may recognize the addition of “I’m lovin’ it,” a common slogan in many McDonald’s commercials.
Although the Instagram logo seems straightforward, it has also gradually become simpler over time.
Starting in 2010 with the image of a handheld camera, you can see it is a more complex image with details and a multi-colored line. From 2010 to 2011, the camera became simpler, taking out the entire camera and breaking it down into the lens and the viewfinder. The line of color remains. By 2016, we have the logo that we know Instagram for today. They have removed the lifelike camera and replaced it with the outline of a camera made with solid white lines. The shape of the lens and viewfinder remain. The line of color is gone and replaced with a background of complementary colors that blend.
Nike
The Nike logo has an interesting evolution that most people, unless they are true Nike fans, often aren’t aware of.
The brand was founded in 1963 by Phil Knight and Bill Bowerman. At that time, it was named Blue Ribbon Sports. In 1971, it was renamed Nike, Inc., and in 1980 the company went public. Today’s Nike logo began in 1971 when graphic design student Carolyn Davidson was paid $35 to design the logo. Later, she was given a gold ring and shares in the company. As you can see, the Nike swoosh stuck. The logo moved from a descriptive logo to an example of abstract iconography that works because the brand was established and has since become iconic.
Apple
Apple’s logo has remained consistent from 1977 to the present day, with a few changes in color over the years.
The company’s first logo, which was created in 1976, looks different and much more complex. Looking closely, you will see a person sitting under a tree reading a book with an apple hanging over their head. The apple is made to stand out with lines that look like light protruding from behind it. The logo was designed by Ronald Wayne as a node to the moment right before an apple fell on Isaac Newton’s head, thus formulating gravitational theory. Just a year later, the logo was changed to the now iconic Apple symbol and remains so to this day.
Starbucks
The Starbucks logo has kept its original symbol, but it has become simpler and easier to grasp visually over time.
In 1971, Starbucks chose a twin-tailed siren as its visual identity. Originally, the look was very 15th century and had the circular badge with the description of the Starbucks name along with its offerings of coffee, tea, and spices. The original color scheme was brown and white. From 1987 to 1992, the logo took on new colors of green, black, and white, but it kept the twin-tailed siren and the circular badge. The siren became more modern, and the graphics became less detailed. Instead of saying, “Coffee, Tea, Spices,” the logo says, “Coffee.” Then, from 2011 to today, we see that Starbucks dropped the circular badge with descriptive words and went with the siren. Over time, even Starbucks has adopted the icon-only approach.
Coca-Cola
Coca-Cola is an interesting case study for logo evolution because, for the most part, the script of the logo hasn’t changed since 1905.
The rule of, if it’s not broke - don’t fix it, applies here. In 1886, you see a simple typeface; it is easy to read and has bold lines. In 1990, the logo appeared more whimsical, with some added details to grab attention, but by 1900, the script we see today had formed. In 1950, we see the iconic red color that Coca-Cola is known for. The brand has stayed true to its roots throughout the years, sometimes adding the symbol of the glass Coke bottle or a ribbon.
Shell
Shell got its name from the seashells Marcus Samuel Sr. imported from the Far East during the last half of the 19th century.
From 1900 to 1930, the logo took on a realistic look. It has no words, only a black-and-white mussel shell, which later became a scallop. Since 1948, yellow and red have taken center stage and become consistent elements of the Shell brand. By 1955, Shell moved away from a more realistic image and opted for something more modern. It allowed for printed transfers and made applying the logo to everything from petrol pumps to shop signs easier. As shared on the Shell website, in 1971, the famous industrial designer Raymond Loewy designed the Pecten logo that is still recognizable today – and removed the ‘Shell’ name from the center of the symbol, placing it below in a specifically designed typeface. From 1999 until today, we have just the icon, showing how a logo can become simpler even if it starts as a mussel shell.
Like the brands they visualize, logos evolve throughout the company’s life. As the brand becomes a household name, the visual identity becomes simpler and more defined. The brand’s status, value, and feeling come through the icon and give customers a consistent marker to identify with. The true test of a logo is how simple, clear, and clean it can remain over time.
This article is brought to you by our Accelerator program. Accelerator is an educational and coaching program tailored for creative entrepreneurs. It offers detailed tutorials, regular coaching sessions, and a curriculum that guides you through launching and growing your creative business.
Accelerator might be just what you need, but we understand everyone's journey is unique. We recommend taking our Find Your Fit quiz to help pinpoint the right Futur™ offering based on your specific goals and stage in your career. Click here to take the quiz.
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