“A brand’s identity is the most powerful, defining and fundamental statement it can make,” Jonathan Ford, Founding Partner and chief commercial officer at design agency Pearlfisher. – http://www.mediaweek.co.uk/article/1213096/why-google-yahoo-microsoft-leading-digital-design-revolution
Image sourced from: http://www.instantshift.com/2009/01/29/20-corporate-brand-logo-evolution/
The logo of a brand is without a doubt the strongest and most definitive part of their overall recognition strength within the heavy competition they face. Changing and updating logos is no longer a choice for companies. Let’s look at the logo evolution some brands have already overcome.
Firstly Apple (the image above) has only enforced one major change in the design of their logo. As you can see their first logo is extremely different from the design they have used since then. If you look at 1976’s logo to the one they changed it to that same year, not only is the colour a complete change but also the logo itself is completely redesigned, starting a fresh. Simple but easily recognised. The decision they then made to simplify the colours led to a more professional and corporate looking identity.
Image sourced from: http://www.theodmgroup.com/2011/01/10/changing-company-logos-starbucks-case-study/
Next we look at the changes Pepsi Cola (the above image) have made. If we look at the very first design, it is complicated and difficult to read, let alone recognisable. Pepsi do not make huge changes until 1950, when the company’s colours were introduced. This design filtered through the years, to keep up with the times, simplifying every step but remaining true to the colours. Once the company became well established with these colours they were able to completely simplify the logo to the current design. Although the design has no company name or tagline, it is well recognised as belonging to Pepsi.
Image sourced from: http://nicolebauer.com/index.php/the-future-of-starbucks/
Starbucks have also made changes to their logo overtime. They have completely changed colouring twice, redesigned and improved their main image 4 times and removed text completely. Each new design has been specific or focused on the company’s development and growth. The first logo is very plane, looking back it isn’t as eye catching. The second has improved colour choices and detailing of the picture. The third choice has completely focused on the overall quality of the logo. The final follows the same patterning as Pepsi. Starbucks symbol and logo has become so unique and recognisable to the public that Starbucks have been able to enlarge the image and completely remove the text. They have also simplified the company colours, this time choosing the brighter more enticing one of the two.
These three examples just go to show how there isn’t a pattern or set of rules for creating a successful logo. What’s good for business now won’t necessarily have the same impact 2 or 3 years down the line. The world is changing, and fast. If the companies want to keep up with their customers they need to be able to keep up with their competition, all the while holding on to their brand identity.
Take a good look at your logo, what changes will you make?
“As a very influential group, digital brands are realising that they can’t sit still and that they need to creatively evolve to secure a complete and future-facing connection with their consumers.” – http://www.mediaweek.co.uk/article/1213096/why-google-yahoo-microsoft-leading-digital-design-revolution