小岛钻石分享-国际企业品牌标志演变(完整版)实用资料

小岛钻石分享国际企业品牌标志演变（完整版）实用资料(可以直接使用，可编辑完整版实用资料，欢迎下载）

小岛钻石分享国际企业品牌标志演变（完整版）实用资料(可以直接使用，可编辑完整版实用资料，欢迎下载）20个国际企业品牌标志演变20CorporateBrandLogoEvolutionDkumarMHaveyoueverwonderhowthefirstApplelogolooksin30yearsback?DidyouknowVolkswagenwasHitler’sidea?OrhowtheIBMlogochangesoverthetime?OrwheretheMercedes-BenzBrandAndTheThree-PointedStarlogocamefrom?AswealreadyknowthatLogoistheidentitiesthatarefundamentaltobuildingabrandandcommunicatingwiththetargetaudience.Manywell-knowncorporatebrandchangestheirlogotoarchivetheperfectidentificationbecauseidentity’screationisnotanoccasionalactivity,butapermanentone.Belowwelisted20CorporateBrandLogoEvolutionwiththeirfascinatingstorieslinkedtotheircurrentofficialsite.

Let’stakealookattheInterestingstoriesbehindthelogosofsomeofthemostpopularbrandsintheworld.BesuretoletusknowifIhavemissedanything!Youmaybeinterestedinthefollowingpersonnelorcorporateidentityrelatedarticlesaswell.MindBlowingCollectionofBusinessCardDesignsMindBlowingCollectionofBusinessCardDesigns–PARTII90InspirationalAndCreativePortfolioDesignsYouarealwayswelcometoshareyourthoughtsevenifyouhavemoreIdentityrelatedreferencelinksthatourreadersmaylike.CorporateBrandLogoEvolution

01.Apple

ItisoneofthebiggestconsumerelectronicsandSoftwareCompany,bestknownforproductslikeMacintosh,iPodandiphone.SteveJobs,SteveWozniak,andRonaldWaynehadtogethersetupApplein1976,toselltheirhand-builtcomputerAppleI.TheyhadofferedtheirproducttoHPfirstbutweredeclinedbythem.IthinkHPwouldstillberegrettingthistoday.Theroadtosuccesswasn’teasyforApple,andWayneliquidatedhisshareinthecompanyforamere$800.AfterthelaunchofAppleIIin1977,thingsstartedtolookupforAppleandweallknowwhatheightsthecompanyhasreachedsincethen.AppleIIwassuccessfulmainlybecauseithadcoloredgraphics.Greatandsimpledesign,hasalwaysbeentheUSP(UniqueSellingProposition)forApple,andtheirlogoisnoexception.WhenApplewasstarted,thelogowasacomplicatedpictureofIsaacNewtonsittingunderatree.ThishadbeendesignedbyJobsandWayne,withtheinscription:“Newton…AMindForeverVoyagingThroughStrangeSeasofThought…Alone.”Frankly,Idon’tthinkitwasjustacoincidencethatApplehadslowsalesduringthisperiod.However,SteveJobshiredRobJanofftosimplifythelogo,whichturnedouttobeagreatidea.Robcreatedthe‘RainbowApple’whichwasthelogoforcompanytill1998.TherearemanyrumorsastowhyRobhadchosentocreatesuchalogo.OneofthemsaysthattheApplewasatributetoNewton(discoveryofgravityfromanApple),andsincetheUSPforAppleatthattimewascoloredgraphics,ithadtherainbowcolors.AnotherexplanationexiststhatthebittenapplepayshomagetotheMathematicianAlanTuring,whocommittedsuicidebyeatinganapplehehadlacedwithcyanide.Turingisregardedasthefatherofcomputers.Therainbowcolorsofthelogoarerumoredtobeareferencetotherainbowflag,ashomagetoTuring’shomosexuality.Janoff,however,saidinaninterviewthatthoughhewasmindfulofthe“byte/bite”pun(Apple’ssloganbackthen:“ByteintoanApple”),hedesignedthelogoassuchto“preventtheapplefromlookinglikeacherrytomato.”WhenApplelaunchedthenewiMacin1998,theychangedtheirlogotoamonochromaticapplelogo,almostidenticaltotherainbowlogo.Now,theApplelogocomeswithnicegradientchromesilverdesign.Itisoneofthemostrecognizedbrandsymbolsintheworldtoday,andtheshapeiswhatidentifiesthecompanymorethanthecolor.OfficialLink

02.Shell

Backin1900,whenthecompanywasstartedthelogowasarealisticandsimpleshellwhichliesflatontheground.Thiswasapectinorscallopshell,buttodaythecompanyhasalogowhichisbold,colorfulandmuchmoresimplistic.Theevolutionofthelogobeganafter1915,whenrenderingenabledthecompanytoreproduceitsidentityeasily.Thisisvisibleinthe1930logoforthecompany.WhenthecompanystartedaprojectinCalifornia,itaddedtheredandyellowcolorstothesymbol.ThecolorshelpShelltostandout.Additionally,thesearethecolorsofSpain,wheremanyCaliforniansettlerswereborn,whichmighthavehelpedthecompanytocreateanemotionalbondwiththepeople.Withtheadventofinternetandfaxmachinesoverthelateryears,itbecamenecessaryforthecompanytosimplifytheirlogo,whichwouldpreventitfrombeingdistortedinsmallimages.The1971logodesignedbyRaymondLoewyisverysimpleascomparedtotheearlierlogos.Thishashelpedthecompanybecausethislogoismorememorableandrecognizable,accountabletothesimplicityofthelogo.The1971logoisstillusedbythecompanyalbeitwithminorchanges,butithasbecomesorecognizablethatitoftenappearswithoutthecompanynamenow.OfficialLink

03.Xerox

TheXeroxCompanyusedtobeknownastheHaloidCompanyalmost100yearsago.Butin1938,ChesterCarlsoninventedatechniquecalledxerographywhichwetodaycallthephotocopytechnique.Unfortunatelynoonewaswillingtoinvestinhisinvention,andmanybiggiantslikeIBM,GE,RCAandothersdecidednottofinancethisinvention.ButHaloidCompanydecidedtogowithChesterandmadethefirstphotocopyingmachinenamedHaloidXerox14.Ascanbeseenintheirlogos,theoriginalHaloidwordwhichwasprominentinthecompany’slogobefore1961wascompletelyreplacedbyXeroxduetotheimmensesuccessofthisidea.Theyretainedalmostthesamelogofrom1961to2004.Butin2004therewasaproblemwiththeXeroxbooksandittriedtoreinventitselfwithanewlogo.Peopleassociatethecompanyonlywithphotocopymachines,andthathasbeenamajorproblemforXerox.Thecompanychangeditslogoin2021togetawayfromthisstereotypedimage,bychangingthefontoftheword.TheyalsoaddedaballwhichhasastylishXinsteadoftheir‘boring’XinearliertimesAccordingtoAnneM.Mulcahy,Xerox’schief,thatlittlepieceofartrepresentstheconnectiontocustomers,partners,industryandinnovation.OfficialLink

04.BMW

BMWorBayerischeMotorenWerkeAG(BavarianMotorWorks)wasoriginallyfoundedasanaircraftcompany.TheaircraftsmanufacturedwerepaintedwiththecolorsoftheBavarianflag,whichisthecolorofBMWlogo.Anotherexplanationisthatwhenthepilotusedtositintheplanehewouldseealternatingsegmentsofwhiteandblueduetorotationtheplanepropeller(bluebeingthesky).ThemajorbusinessofBMWwastosupplyplanestotheGermanarmyduringWorldWarI.Butafterthewartheywereforcedtochangetheirbusiness.Itmaderailwaybrakes,beforemakingmotorizedbicycle,motorcyclesandcars.Thelogoitselfhasn’tchangedalotduringtheyears,butnowhasamorestylishlookduetothedifferentgradients.Theunchangedlogohasmadeiteasierforpeopletorememberandhasgiventhecompanymorerecognition.OfficialLink

05.Nike

NikeprobablygotthebestdealamongstallcompanieswhenCarolineDavidsondesigneditslogoforjust$35in1971.Themainpartofthelogohasn’treallychangedwithtime.However,Idon’tunderstandwhytheywaitedfor7yearsbeforetheyrealizedthatthetextandtheswooshwereoverlappingeachother.Asthebrandgainedrecognition,thecompanynamewasdroppedfromthelogo,whichmadeitmoresimplisticandmemorable.ThecompanyhasdifferentvariationsofthislogoforitsvariousdepartmentslikeSkate,Socceretc.OfficialLink

06.IBM

AsyouwouldobservefromthelogosabovethatIBMwasearlierknownasTheInternationalTimeRecordingCompany(ITR),whosemajorproductsweremechanicaltimerecorders,inventedandpatentedbyWillardL.Bundyin1888.SointheearlierperiodsthelogoofthecompanyhadITRinscribedonit.Laterin1911,ITRwasmergedwiththeComputing-Tabulating-RecordingCompany,whichiswhyyouwillseethatbothITRandCTRarethereinthe1911logo.In1924,theComputing-Tabulating-RecordingCompanyadaptedthenameInternationalBusinessMachinesCorporation.Theornate,rococolettersthatformedthe“CTR”logowerereplacedbythewords“BusinessMachines”inmorecontemporarysans-sariftype,andinaformintendedtosuggestaglobe,girdledbytheword“International.”

In1947,IBMdecidedtodroptheglobefromitslogo,whichwasbythenquitefamiliaramongstthepeople.Thelogowasnottheonlychangein1947;itwasaccompaniedbyachangeinbusinessfromthepunched-cardtabulatingbusinesstocomputers.ThetypefaceofthislogowascalledBetonBold.In1956,beforeThomasJ.Watson,SrdiedheappointedTomWatson,Jr.astheCEO.TomWatson,Jr.decidedtoprojectthebeginningofanewerainthecompany,forthathechangedthecompany’slogoaswellastheactions.PaulRanddesignedthenewlogowhichrepresentedthatthechangesinthecompanywouldbesubtleandwillnotdisruptthecontinuity.Also,thenewlogolookedmoresolid,groundedandbalanced.AnotherchangeinthelogowasdesignedbyPaulRandwhichhadstripesinsteadofthesolidfont.Itdepicted‘speedanddynamism’.Since,thenthelogohasmoreorlessremainedthesame,andthedesignhasbeenrecognizedandreplicatedallovertheworld.OfficialLink

07.Canon

Thecompanyhadalwayswantedaglobalperspective,andthelogosreflectedthesameasearlyas1934.AspecializedadvertisingdesignerhadcreatedthelogowhichincludedtypefaceneverseenbeforeinEuropeorNorthAmerica.Thefirstcameralaunchedbythecompanyin1934,wasnamedasKwanon,aftertheBuddhistgoddessofmercy.Thelogoincludedthewordingsandapictureofthegoddesswith1000armsandflames.Astheyearswentby,likeallotherlogoswehaveseenabove,thecompanystrivedtomakethelogoassimpleandmemorableaspossible.Thelogohadonlybeentrademarkedin1935,andafterthatalotofdesigningworkwentintomakingthelogomorebalanced.After1956,thelogohasn’tbeenchanged,butthedesigningeffortisclearlyvisibleintheirsimplebutclassiclogo.OfficialLink

08.Google

Theclarityofthoughtisvisibleinthecompany’slogorightfromtheverybeginning,whenin1996twoStanfordUniversitycomputersciencegraduatestudentsLarryPageandSergeyBrinbuiltthesearchengine.ThenameofthesearchengineisderivedfromGoogol(meaningonefollowedby100zeros).Google’sfirstlogowascreatedbySergeyBrin,afterhetaughthimselftousethefreegraphicsoftwareGIMP.Later,anexclamationmarkmimickingtheYahoo!logowasadded.In1999,Stanford’sConsultantArtProfessorRuthKedardesignedtheGooglelogothatthecompanyusestoday.OfficialLink

09.Kodak

Interestingly,Kodakwasthefirstcompanytointegrateitsnameandlooksintoonesymbolin1907.After1935,Kodakpredominantlyusedyellowandredcolorsandthecompletenameofthecompany.FirsttimetheKodaknamewascompletelywritteninthelogoin1935,whichbegantheuseofyellowandredcolorsaswell.In1960,theytriedtoshowaflippageasalogo,butwaschangedtoaboxandgraphic“K”elementin1971.Ithinkthelogoin1971wasquitetrendy,butitmighthavebeenalittlecomplex.Retainingthe1971concept,therewasaslightvariationinthefontin1987.Thenewfontlookedcontemporary.Again,likeothercompanies,Kodakdecidedtosimplifytheirlogoin1996,andremovedtheboxes.Theredcolorgivesamorebrighterandstructuredfeelofthecompany.In2006,againaslightvariationwasmadeinthelogowitharounded‘a’and‘d’,togiveacontemporarylook.OfficialLink

10.Microsoft

TheMicrosoftstorybeganin1975,whenBillGatesandhisfriendPaulAllencodedthefirstcomputerlanguageforaPCandnameditBASIC.SoontheynamedtheirpartnershipasMicro-Softwhichexplainsthefirstlogoofthecompany.Theychangedthelogointhatyearitselfanddroppedthehyphentoo.Forthenext12years,thelogohadadistinctiveO.Theemployeescalledthisas“Blibbet”.Itissaidthatatthattime,theMicrosoftcafeteriaevenhadadoublecheeseburgernamed“”BlibbetBurger”.Whenanewlogocameonin1987,therewasacampaignwithinthecompanyto“SavetheBlibbet”.But,thiscouldn’tstopthecompanyfromadoptinganewlogo.ThelogodesignedbyScottBaker,cametobeknownas“thePacmanlogo”duetothedistinctivecutintheO.In1994,theyintegratedtheirtagline‘Wheredoyouwanttogotoday?’withinthelogo.ThiswaswidelymockedandthecompanykepttryingdifferenttaglineslikePeopleReady,StartSomething,MakingitEasieretc.Thenew2021logohasallthetextinItalics(includingthetagline),butthelookofthelogohasremainedprettymuchthesame.Basically,thecompanyissowellrenownedalready,thatIdon’tthinkthelogoneedstochange,sincepeoplealreadyrecognizeandconnectwithitworldwide.OfficialLink

11.Volkswagen

Volkswagenmeans‘People’scar’inGerman.ThehistoryofthecompanyistiedwithAdolfHitler.

BeforetheriseofHitler,theGermaneconomywasinaverybadshape;asaresultpeoplecouldn’taffordtobuycars.In1933,HitlerraisedtheideaofaninexpensivecarintheAutoshow.In1934,FerdinandPorschemetwithHitlertodesignthecar.HitlergavehimallthespecificationsofthecarandPorschepromisedtodeliverthedesign.In1937,theGesellschaftzurVorbereitungdesDeutschenVolkswagensmbHwascreated(itbecamesimplyVolkswagenwerkGmbHayearlater).In1938,HitleropenedastatefundedVolkswagenfactoryinWalburg.Itwassupposetoproducecommercialcars,butitwasusedtochurnoutmilitarycars.ItwasonlylaterfoundthatHitlerhadintendedtousethePorschecarasamilitaryvehicleonly,whichcouldcarry3menandamachinegun.AftertheWWII,Britisherstookoverthecompany.TheyrenamedthecarasBeetle.SurprisinglyallthecarmakerslikeFiatandForddeclinedtotake‘freecontrol’oftheVolkswagenfactory.So,itwasreturnedtotheGermangovernment,andwentontobecomeoneoftheworld’sbestsellingcarsever.ThefirstlogowasdesignedbyFranzXavierReimspiess,aPorscheemployeeduringanofficelogodesigncompetition.Themainpartofthelogohasn’tchangedmuch,butunderstandablyaftertheWWII,theygotridofthedesignaroundthecirclewhichseemstobeinspiredfromtheNaziflag.Ilovethecolorsthatwereaddedin2000,tothelogowhichwasbuiltafterWWII,itdepictsapositivechangeinthecompanyandtheabilitytoadapttothenewmillennium.OfficialLink

12.MasterCard

In1966,seventeenbankersformedafederationforthereciprocalacceptanceoftheircreditcards.TheycalledthisfederationasInterbankandhence,thefirst1966logo.The‘i’wasusedtoidentifytheparticipatingmembersofInterbankCardAssociation.In1969,thenamewaschangedtoMasterCharge.Thenewlogohadthetwofamiliarintersectingcircleswhichmakesensewhenwethinkabouttheinterbankcardbusiness.Also,the‘i’wasretainedatthebottomtoshowcontinuityandalsotomakeiteasyforpeopletorecognizetheirearlierfamiliarlogo.Finally,in1979,thenameMasterCardwasadoptedandtheylostthe‘i’fromthelogo.In1990,boldcolorswereadoptedwhichalsomadeiteasiertorecognizethe23horizontalbarsbetweenthetwocircles,whichIthinkdenotedtheideaofmultiplesimultaneousinterbankrelationships.Thelogolooksmorecontemporaryandsimple,withanitalic,sans-seriftypeface.In1996,amoreprominentfontreplacestheoldfont,andthenumberofbarswasalsoreduced,resultinginasimpleandpowerfullogo.TheBrandMark’svisibility,recognition,andoverallbrandimageareimproved,withnewfeaturesincludinglargerletteringhighlightedwithadropshadow,fewerinterlockingbarswithintheredandyellowcircles,andanewdarkbluebackgroundforuseondecalsandsignage.Lookingformerchantservices?Findcreditcardprocessingcompaniesforyoursmallbusinesstoday.OfficialLink

13.MozillaFirefox

Anopensourcewebbrowser,createdbyDaveHyattandBlakeRoss,wasfirstofallnamedasPhoenix,whichisvisibleintheirfirstlogoin2002.Duetosometrademarkissues,thenamehadtobechangedtoFirebird,butthenamewaschosensothattheywouldbeabletoretainthesamelogo.Unfortunately,thisnamealsohadtrademarkissuesbecauseofexistingsoftware.Then,theyfinallygotluckyandchosethenameFirefox,whichhasbecomeoneofthefavoriteandmostusedbrowserworldwide.In2003,thenowfamouslogowasdesignedbyprofessionalinterfacedesignerJohnHicks.ThelogodepictedaFirefoxengulfingthewholeworld,whichalsosignifiestheglobalreachthatthecompanystrivedfor.Therehasbeenaminorchangeinthelogosincethen,withthecolorsofthecontinentsusingalighterbluecolor,justtodifferentiatethembetterfromtheoceans.OfficialLink

14.Pepsi

Today,oneofthebiggestsoftdrinkscompany,wasfirststartedbyCalebBradhamin1890’s.InitiallynamedasBrad’sdrinkthenamewasquicklychangedtoPepsi-Cola,whichisvisibleinthefirst1898logo.Finallyin1903,thenamewastrademarkedandhasn’tbeenchangedtilldate.Intheearlyyears,Bradmadecustomlogosforthebrandasitbecamemorefamous.In1933,thecompanywasboughtbyLoft,Inc.Thecompanychangedthebottlesizefrom6to12oz.andcameupwiththe‘RefreshingandHealthful’logo.However,themajorbreakthroughinthePepsilogodesigncamein1940’s.WalterMack,theCEOofPepsicameupwiththeideaofanewbottledesign,withacrownhavingthePepsilogo.The‘PepsiGlobe’emergedwhenUSAwasinWWII,andtosupportthecountry’swarefforts,Pepsihadablue,redandwhitelogo.Thislogobecamehugelypopular,andwentontobetheidentifierforthecompany.Asaresult,in1950and1962,thisbottlecapwiththeswirlingblueandredbecameprominentinthecompanylogo.Duringthe1960’swhenitbecameevenmorepopular,thescriptwaschangedfromthecurlyred,andthemainattractionwasonthebottlecapinthelogo.WeseethefirstappearanceofthePepsiGlobeinsteadofthebottlecapin1973.Thetypefacewasmadesmallersoastofitintheglobe.ThePepsiGlobewas“boxedin”,witharedbarcominginfromtheleftandalight-bluebarcominginfromtheright.In1991,thetypefacewasmovedfrominsidetheglobe.Theredbarwaslengthenedandthetypefacecameonthetopoftheglobe.In1998,thewhitebackgroundinthelogowasreplacedbythebluecolor,whichalsoresultedindroppingtheredhorizontalband.Theglobenowhad3Dgraphicandlargerthanearlierversions.Itmightbethatsince,Pepsiandtheglobetoucheachotherforthefirsttimeinthelogo,thename‘thePepsiGlobe’wasgiventothelogo.After1998,itseemsthatPepsihaddecidedtogivetheglobemoreprominencethanthescriptitself.So,theglobecameontopofthescriptin2003,andintheircurrentlogotheyhavedoneawaywiththescriptaltogether.OfficialLink

15.LG

LGwasformedfromtwodifferentcompaniesnamedLucky(chemicalcosmeticcompany,1947)andGoldstar(radiomanufacturingplant,1958).Though,theseweredifferentcompaniestheywereessentiallyownedbyoneperson.In1995,LuckyGoldstarwasrenamedtoLGElectronics.Actually,LGisachaebol(aSouthKoreanconglomerate),sothere’sawholerangeofLGcompaniesthatalsochangedtheirnames,suchasLGChemicals,LTTelecom,andevenabaseballteamcalledtheLGTwins.Thesecompaniesalladoptedthe“LifeisGood”taglineyouoftenseealongsideitslogo.LGdeniesthattheirnamenowstandsforLuckyGoldstar.They’rejust“LG.”OfficialLink

16.Mercedes-Benz

TheMercedes-Benzwasformedbythemergeroftwocarcompanies–DMG(Daimler-Motored-Gesellschaft,foundedbyGottliebDaimler)andBenz&Cie,foundedbyKarlBenz.Boththecompaniesweresimilarintheirworkandweresituatedincloseproximity.ItwasaftertheWorldWarI,whentheGermaneconomywasshattered,thatboththesecompaniesdecidedtofromasyndicatein1924,andthenfinallymergein1926,calledDiamler-Benz.In1902,thelogoforMercedeswasnothingmorethanthesimplecompanyname.However,itwaschangedtoa3pointedstarin1909.TheoriginofthisstarcamefromapostcardbyDiamler,wherehehaddrawna3pointedstarwhichrepresented‘makingvehiclesinlandwaterandsky’.After1926,anewsymbolforMercedes-Benzcameintopicture,wheretheoriginallogoofboththecompanieswasmergedintoone.Itcombinedthe3pointedstarofMercedesandthelaurelwreathofBenz.Overtheyears,thesymbolhasbeenimprovedvastlyindesignandsimplicity.Ithasbeenrecognizedasasymbolrepresentingluxuryandtoptiercars.OfficialLink

17.GeneralElectric

Thecompanyhasagreathistory.Itwasformedin1892bythemergerofEdisonElectricLightCompany(foundedbyThomasEdisontosellhisinvention,thelightbulb)andThomson-HoustonElectricCompany.Thebasiclogofontfaceisstillquitesimilartowhatitwasin1892.Overtime,acircleengulfingthecompanynamehasbeenaddedtothelogo,whichmightbeduetotheincreasingglobalpresenceandvisionofthecompany.Thecurrentlogo,whichwasdesignedbyWolffOlins,addsbluecolortothelogoinsteadoftheblackcolorwhichhadbeenusedinallthepreviouslogos.Accompaniedwiththelogochangewasalsoachangeinthetaglineofthecompanyfrom“Webringgoodthingstolife”to“Imaginationatwork”.OfficialLink

18.Nokia

‘Nokia’inFinnishmeansmeansadark,furryanimalwenowcallthePineMartenweasel.However,thishaslittletodowiththecurrentbusinessandbrandimage.Theoriginofthecompanyname,canratherbeattributedtothesettingupofthewoodpulpmill(setupbyKnutFredrikIdestam),onthebanksofNokianvirtariverinthetownofNokia.TheNokiaCorporationwasformedasamergerofFinnishRubberWorks(whichalsousedaNokiabrand),theNokiaWoodMill,andtheFinnishCableWorksin1967.Thecompanyhassoldavarietyofproductsinthepastincludingtelevision,shoes,cartiresandothers.Theevolutionandthemeaningofthelogoisunclearduetothechangingbusinessov