I came across this link last night and I was struck by two thoughts.
The first and most obvious is that our most iconic brand logos are rarely what they once were – even those who build on their continued heritage. Ford for example has an “old” looking logotype but it is in fact an invention of later years.
The other point that struck me is that my knowledge is incomplete. I did not know about Apple’s first logo – and what a funny world it would be if this was what every logo we did was compared to this. I also did not know that some brands have changed their logo because when I think of their brand I think of their old logos. This is the same for most brands and most consumers. Kodak for example is engraved in time with the yellow and red square.

The stories that go with these logos I find interesting. Audi’s rings are the most visual example of a corporate story made manifest. But Apple too shows how a logo moves with the times and our perceptions. The shell evolution – I am willing to bet the most expensive excercise on the page – is the most subtle.






