“A logo … is not simply a trademark, a design, a slogan
or an easily remembered picture. It is a studiously crafted personality
profile of an individual, institution, corporation, product or
“Logos and branding are so important. In a big part of the world,
people cannot read French or English–but are great in remembering signs”
― Karl Lagerfeld
A logo acts as brand ambassador of a company in the corporate world.
It reflects your company quality and standards and also plays a major
role in presenting the company. With the changing trends in company
strategies, most of the companies redesign logos to maintain their
corporate identity. Here we’ve presented evolution of some corporate
The first apple logo was a complex picture of Isaac Newton sitting
under an apple tree. The logo designed by Ronal Wayne along with Wozniak
and Jobs who actually founded Apple Computers depicts it as “Newton … A
Mind Forever Voyaging Through Strange Seas of Thought … Alone.” Due to
the slow phase of sales, Jobs wanted to change the logo and commissioned
Ron Janoff of the Regis McKenna Agency to design the new logo. The new
logo was iconic with the rainbow –striped apple logo and was used from
1976 to 1999. In 1998 Jobs replaced the Apple rainbow logo with a modern
looking monochrome logo.
Google’s first logo was created by Sergey Brin by using a free
graphic software GIMP. In 1999, Stanford’s Consultant art professor Ruth
Kedar designed the logo being used by the Google at present.
Microsoft designed its first logo in 1982 and it was changed in 1987,
when the Microsoft employee Larry Osterman launched a “Save the
Blibbet” campaign program. In 1987, Scott Baker designed the present
“Pac-Man Logo” for Microsoft and the taglines were changed in 1994 and
Merging of the international time recording company and the computing
scale company merged in 1911 and formed as
Computing-Tabulating-Recording Company. CTR was changed its name as
International Business Machines (IBM) in 1924. IBM started a transition
of punched-card tabulating to computers, by its CEO Thomas J. Watson. In
1947, to denote the changes, IBM changed its logo for the first time in
over two decades with a simple typeface logo. In 1956, Watson’s son,
Paul Rand changed IBM logo as “a more solid, grounded and balanced
appearance” to continue the leadership in the corporate world. In 1972,
Paul Rand changed the solid letters with horizontal stripes to convey
the message speed and dynamism.
Firefox logo was designed by Steven Garrity in 2003 and it was
changed due to poor branding. Afterwards the new visual identity for
Firefox was identified to become a famous logo.
In 1982, John Warnock and Charles Geschke quit the Xerox Company
along with forty programmers. The company was named as Adobe and
provided services to create PostScript, a programming language used in
desktop publishing. The first logo of adobe was designed by Warnock and
Geschke and Warnock’s wife Marva in the starting days. Later on some
changes have taken place to shape the current logo.
Pepsi is the largest soft drinks company, founded by Caleb Bradham in
1890. Initially it was named as Brad’s drink and later on changed as
Pepsi-Cola. In the early years, Brad made custom logos for the brand as
it became more famous. The major breakthrough of the Pepsi logo design
was taken in 1940 with a crown having the Pepsi logo. The ‘Pepsi Globe’
emerged when USA was in WWII, to support the country’s war efforts;
Pepsi had a blue, red and white logo. It became very popular and the
logo continued from 1950 to 1962. The first Pepsi globe logo was
designed in 1973 with a red bar coming from the left and a light blue
bar coming from the right. In 1991, the typeface was completely moved
from the globe. The red bar was lengthened and the typeface came on the
top of the globe. In 1998, the background of the logo was changed from
blue color to white color, in dropping the red horizontal band. The
globe then had 3D graphic and larger than earlier designs. Present logo
was designed in 2003 with a great importance to globe.
GE was established in 1892 with a merger of Edison Electric Light
Company and Thomson Houston Company. The basic logo font was same from
the inception and later on a circle surrounded by the company name was
added to the logo due to the increased global presence and vision of the
company. The present logo was designed by Wolf Olins with a blue color
logo instead of the black color which had been used in all the previous
logos. At the same time the company changed its tagline from “We bring
good things to life” to “Imagination at work”.
Nike logo was designed by Caroline Davidson in 1971. The major part
of the logo was not changed with time. Initially the logo was designed
with company name. Later on with the increased brand value the company
name was dropped from the logo with simple and memorable appearance. At
present the company shows variations in logos for its various products
like Skate, Soccer etc.
Nokia was founded by Knut Fredrick Idestam in 1865 at a wood pulp
mill. It was named as Nokia when the mill moved to the Nokia town. Nokia
Company was a merger between Finnish Rubber Works, the Nokia Wood Mill
and the Finnish Cable Works in 1967. Nokia’s first logo was “arrows” and
later it was changed to the connecting people logo, which was designed
by Ove Strandberg.