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Case Study: The Evolution and Impact of Famous Logo Design


Case study - Famous logos CTG-Design
Case study - Famous logos

Logos are more than just simple images; they are the face of a company, an integral part of a brand’s identity.


In this case study, we will explore the evolution of several iconic logos, including the London Underground, and how these changes have impacted their respective brands.


London Underground logo by 1000 logos
London Underground logo

The London Underground: The Power of Symbolism

Initial Design: The first Underground logo, designed in 1908, was a solid red disk with a blue bar and the station’s name. Evolution and Impact: The design evolved into the iconic ‘roundel’ – a red circle crossed by a horizontal blue bar. This logo is more than a mere transportation symbol; it has become a cultural icon synonymous with London itself. The Underground logo’s simple yet striking design has remained largely consistent for over a century, illustrating the enduring power of a strong, clear symbol.



Apple logo by 1000 logos
Apple logo

Apple: From Detailed to Minimalistic

Initial Design: Apple’s first logo 1976 featured Sir Isaac Newton sitting under a tree, with an apple poised to fall. It was detailed and not suitable for small placements. Evolution and Impact: Today’s Apple logo is vastly different – a simple, sleek apple shape with a bite taken out. The transition to this clean design mirrors Apple’s commitment to simplicity and elegance in its products. The logo’s clear, uncluttered image is now synonymous with innovation and premium quality.


Nike logo by 1000 logos
Nike logo

Nike: Swoosh into Success

Initial Design: The Nike ‘Swoosh’ was created in 1971 by a design student. It represents the wing of the Greek goddess Nike, symbolizing victory. Evolution and Impact: The Swoosh has undergone minor refinements but has remained fundamentally unchanged. It’s one of the most recognizable symbols globally, representing not just athletic gear, but an active and winning lifestyle. This enduring design exemplifies the power of simplicity and consistency in logo design.


Starbucks logo by 1000 logos
Starbucks logo

Starbucks: The Siren’s Transformation

Initial Design: Starbucks’ original 1971 logo featured a detailed, brown emblem with a topless siren, inspired by a 16th-century Norse woodcut. Evolution and Impact: Starbucks has simplified and modernized the siren over the years while maintaining her as the brand’s core visual element. The siren moved from a detailed, somewhat provocative figure to a more stylized and approachable image. The current logo, devoid of the “Starbucks Coffee” text, reflects Starbucks’ status as a global icon transcending language barriers.


Coca Cola by Wikipedia
Coca Cola logo

Coca-Cola: Consistency is Key

Initial Design: Coca-Cola’s first logo in 1886 was a simple script of the company name. Evolution and Impact: Remarkably, the Coca-Cola logo has remained broadly consistent, with the scripted font becoming one of the world’s most recognized texts. This consistency has played a crucial role in making Coca-Cola a timeless and globally beloved brand.


Google logo by Google
Google logo

Google: A Logo that Evolves with the Internet

Initial Design: In 1998, Google’s initial logo was a playful, slightly awkward wordmark with an exclamation mark, reminiscent of Yahoo!’s logo. Evolution and Impact: Google’s logo has evolved into a cleaner, simpler, and more modern design. The 2015 shift to a sans-serif typeface and the color-ordered, flat design corresponds with Google’s evolution from a search engine to a massive, multifaceted tech entity. This logo illustrates how adapting to industry changes while maintaining core elements (the color sequence) can be essential.

Lessons from Famous Logo Evolution in Logo Design

  1. Simplicity is Golden: Simple logos tend to be more versatile and memorable, as seen in Apple and Nike.

  2. Consistency Builds Recognition: Coca-Cola’s steadfastness in logo design demonstrates the power of character.

  3. Adapt Without Losing Your Roots: Google and Starbucks have updated their logos without losing their core identity.

  4. A Logo Should Reflect the Brand’s Personality and Values: Apple’s sleek design aligns with the company’s product design philosophy.

  5. Don’t Be Afraid to Make a Bold Move: Sometimes, a significant change, like removing the brand name from the logo (Starbucks), can set a company apart.

In Conclusion

A company’s logo is more than just a decorative element; it is a critical component of its brand identity. The evolution of famous logos, including London Underground’s, reveals key lessons in simplicity, adaptability, and consistency. Whether you are designing a new logo or considering updating an existing one, these case studies provide valuable insights that can guide your approach and decisions.

From these iconic transformations, it’s clear that successful logos are those that not only stand the test of time but also evolve in a manner that is in sync with the company’s values, vision, and ever-changing market landscape.


Thank you from the CTG-Design team!

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