大家早就知道，徽標(biāo)是品牌的臉面。只要標(biāo)識易于識別，易于記憶，并能在腦海中重現(xiàn)，那么公司的銷售就會成功。當(dāng)一個好的視覺形象很容易反映企業(yè)的價值和特點(diǎn)時，它就會為消費(fèi)者所熟悉。

耐克(耐克)等全球銷售領(lǐng)導(dǎo)者早已明白，你需要從遠(yuǎn)處著手開展廣告活動——正確的形象設(shè)計將有助于奠定正確的基礎(chǔ)。

難怪在復(fù)雜的技術(shù)時代，簡單的設(shè)計會吸引人們的注意力，讓公眾感到愉悅。為了不斷跟上潮流并經(jīng)得起批評，公司試圖跟上潮流并通過美觀、簡潔或有意義的設(shè)計進(jìn)入消費(fèi)者的內(nèi)心。

2015年做了一個有趣的研究，研究顯示10個人中有6個人更喜歡購買一個熟悉品牌的產(chǎn)品。這并不奇怪，因?yàn)橐粋€知名的品牌可以意味著質(zhì)量和激發(fā)目標(biāo)受眾的信心。你喜歡的標(biāo)志可以成為選擇特定品牌商品的重要因素，因?yàn)槟阆雲(yún)⑴c一些好的、正確的、昂貴的或權(quán)威的東西。這就是消費(fèi)者的心理，他們在購買時投入了一定的主觀態(tài)度和愿望。

耐克

然后：

上述品牌最初名為藍(lán)帶體育，由比爾鮑維爾曼和菲爾奈特于1964年創(chuàng)立，1971年更名為耐克。品牌標(biāo)志；徽標(biāo)的價格只有35美元。波特蘭州立大學(xué)的卡洛琳戴維森的設(shè)計開發(fā)為此付出了很多。最初，這是一個斜體題字，好像是用黑色鋼筆在一個光滑的勾號背景上寫的。

現(xiàn)在：

過了一會兒，徽標(biāo)被最小化了，已經(jīng)是一個全黑的簡潔流暢的滴答，沒有輪廓，邊角更尖。雖然這個對號可能很孤獨(dú)，但它是世界上最容易識別的視覺標(biāo)簽之一。

大眾汽車

然后：

大眾汽車，一個主要的汽車制造商，是在1937年由一個納粹勞工組織為了制造汽車而成立的。制造商傳達(dá)的信息很簡單——任何德國家庭都可以擁有這樣一輛車。最初的標(biāo)志具有納粹黨所用的十字記號的特征，在當(dāng)前的現(xiàn)實(shí)情況下，使用它會是冒犯性的，甚至更不合適。

現(xiàn)在：

2000年，他們開發(fā)了藍(lán)白配色方案，讓每位車主都有美感、權(quán)威感和安全感。沒有黑色圓形條紋的雜亂，白色的會徽看起來友好整潔。

國際商用機(jī)器公司

然后：

三家獨(dú)立的公司在1911年合并成一家大公司。就這樣，一個大品牌的醫(yī)學(xué)學(xué)士誕生了，它在1924年獲得了現(xiàn)在的名字（以前被稱為計算-制表-記錄)。最初，這個標(biāo)志想展示全球化、覆蓋全球、自信和對未來的展望。黑白配色方案非常適合圓形的標(biāo)志字體。

現(xiàn)在：

隨后，這個標(biāo)志被保羅蘭德設(shè)計的新標(biāo)志所取代。設(shè)計師讓品牌對買家更有吸引力；藍(lán)色和白色表達(dá)了影響力和經(jīng)驗(yàn)。

ATT

然后：

出現(xiàn)于1877年的TheATT曾長期壟斷電信業(yè)。然后在1984年，亞歷山大格雷厄姆貝爾(一)因一起民事反壟斷訴訟被迫拆分。圓形會徽標(biāo)志；徽標(biāo)為黑白兩色；圓圈的中心突出了一個鐘，里面刻著"鐘系統(tǒng)"。

現(xiàn)在：

現(xiàn)在這個標(biāo)志看起來像一個藍(lán)白相間的球體，字體名稱為黑色；它看起來體面和諧，有人可能會說，它與時俱進(jìn)。

百事可樂

然后：

1893年凱勒布拉德漢姆發(fā)明了一種飲料——百事可樂，這種飲料后來在全球范圍內(nèi)變得非常流行和受歡迎。據(jù)了解，起初，這種飲料的定位和態(tài)度是作為改善胃腸道功能的一種手段，在北卡羅來納州的藥店出售。一個華麗而有趣的紅色標(biāo)志和獨(dú)特的字體賦予了產(chǎn)品一種神秘的特質(zhì)。這對購買者來說是一個很好的新奇產(chǎn)品。

現(xiàn)在：

后來標(biāo)志換成了形式簡單但顏色復(fù)雜的——紅白藍(lán)。這里你可以看到一個波，一個球體，運(yùn)動。有幾個意思。在該品牌126年的發(fā)展歷程中，該標(biāo)志發(fā)生了許多變化，但我們今天在商店中看到的標(biāo)志是在2014年向公眾推出的，此后一直沒有改變。

星巴克

然后：

1971年，星巴克出現(xiàn)在西雅圖派克市場。這個品牌的命名理念并不是最著名的文學(xué)人物——這是小說《莫比迪克》中名叫星巴克的阿哈的大副這個標(biāo)志的主題是一個斯堪的納維亞的海妖雕刻圖像，伴隨著16世紀(jì)的盛宴，當(dāng)時拿出碗的想法剛剛誕生。

現(xiàn)在：

現(xiàn)在品牌得到了非常有力的推廣和豐富——根據(jù)2018年（現(xiàn)在甚至更多！)在50個國家，擁有眾多門店的公司代表處約3萬家。標(biāo)志上的警笛已經(jīng)有了更純潔的外觀；她的頭發(fā)覆蓋了她的胸部，她的臉更加開放，表達(dá)了平靜的喜悅，身體兩側(cè)整齊的尾巴，這一切都在一個綠色的邊界與品牌名稱。

聯(lián)邦快遞

然后：

1965年，耶魯大學(xué)的學(xué)生弗雷德史密斯開始思考貨物運(yùn)輸?shù)膯栴}。他首先寫了一篇關(guān)于貨物運(yùn)輸?shù)膶W(xué)期論文，后來在1971年，在阿肯色州的小石城成立了聯(lián)邦快遞公司。該公司運(yùn)營的第一天標(biāo)志著快遞業(yè)的巨大改革，14架飛機(jī)在一夜之間將186個包裹送往美國的25個城市。除了字體與其他更正式的字體不同之外，edEx標(biāo)識簡單樸實(shí)。淡紫色，白色和紅色的字母，以及未來主義的感覺在字體中被讀出。

現(xiàn)在：

現(xiàn)在使用了更飽和的紫色，橙色取代了紅色，總的來說，出現(xiàn)了一個不能立即看到的亮點(diǎn)——字母之間的間隙中有一個白色箭頭，表示向前移動或速度。

微軟公司（全球知名個人電腦軟件廠商)

然后：

保羅艾倫和比爾蓋茨在1975年創(chuàng)建了一個不可思議的公司，它已經(jīng)成為微軟軟件的世界領(lǐng)導(dǎo)者。隨著時間的推移，巨型產(chǎn)品出現(xiàn)了，使一個人的工作更容易、更有效率，公司更成功、更富有。這都要?dú)w功于Windows (1983年年)、微軟Office (1989年年)和Internet Explorer 1.0 (1995年年)。1987年，斯科特貝克的"吃豆人標(biāo)志"被公認(rèn)為公司的經(jīng)典標(biāo)志。

現(xiàn)在：

2012年，在該公司的視覺識別25年后，一個新的標(biāo)志在波士頓揭幕。四個彩色方塊代表該公司的不同產(chǎn)品。紅色、綠色、柔和的橙色和明亮的藍(lán)色給用戶留下了積極的印象，激發(fā)了用戶的信心。

麥當(dāng)勞

然后：

世界著名快餐品牌麥當(dāng)勞的所在地，不起眼的圣貝納迪諾。1940年，理查德和莫里斯麥克唐納兄弟開始以35美分的價格出售帶薯?xiàng)l的三明治。該公司的主要信息是這樣的：速度，可用性，并易于提供樸實(shí)無華的小吃，以增加實(shí)力。第二次世界大戰(zhàn)后，兄弟倆擴(kuò)大了菜單，這保證了漢堡和芝士漢堡的受歡迎程度的提高。由于標(biāo)志上有一個快樂的眨眼廚師，這給人留下了一個積極的印象，即食物美味可口，易于準(zhǔn)備，并能迅速提供給饑餓的客戶。

現(xiàn)在：

當(dāng)前標(biāo)志的首次亮相發(fā)生在1961年，當(dāng)時出現(xiàn)的不是一個頑皮的廚師，而是一個金色的拱門，由字母m形式的平滑線條制成。顏色經(jīng)過特別選擇，以喚起食欲并與能量、和諧和舒適聯(lián)系在一起。也許這個標(biāo)志設(shè)法以這種形式吸引了更多的新消費(fèi)者，所以現(xiàn)在餐館在101個國家營業(yè)，每天為6900萬人服務(wù)。

牛仔褲

然后：

李維斯特勞斯在他職業(yè)生涯的早期建立了一個批發(fā)服裝公司，后來他把重點(diǎn)轉(zhuǎn)移到了紡織品上，特別是牛仔褲。他的標(biāo)志看起來既自命不凡又簡單：堅(jiān)持面料的強(qiáng)度和材料的整體高質(zhì)量，所描繪的牛仔褲不會撕裂，即使被農(nóng)民用馬拉向不同的方向。

現(xiàn)在：

然后，另一個營銷策略開始發(fā)揮作用，1967年，一個新的標(biāo)志被引入——瓦特蘭德和同事創(chuàng)造了一個設(shè)計，成為牛仔褲口袋的一部分。這是列維的名字中包含的紅蝙蝠翼。因此，他們強(qiáng)調(diào)了牛仔褲作為一種產(chǎn)品的年輕風(fēng)格和永恒性。

簽證

然后：

信用卡在全球的傳播范圍非常大，不再是唯一的。每個當(dāng)代人都至少有一張卡，放在錢包里。另一件事是，現(xiàn)在對數(shù)字技術(shù)和加密貨幣感興趣是一種時尚。盡管如此，優(yōu)秀的老信用卡，例如fromVisa，是這一類型中不會過時的經(jīng)典。這家金融巨頭于1958年發(fā)行了第一張信用卡，并在人群中引起轟動。當(dāng)時的美國銀行發(fā)行了一種名為"美國銀行卡"的信用卡，這種卡有300美元的使用限額（這在今天幾乎沒有任何意義)。18年后，美國銀行卡更名為簽證，以加強(qiáng)其客戶關(guān)系。說不同語言的人很容易說出這個名字。該標(biāo)志僅基于兩種顏色——藍(lán)色象征天空，金色象征美國銀行的誕生地加利福尼亞的丘陵地帶。

現(xiàn)在：

時間流逝，品牌更新了設(shè)計。我們選定了一個藍(lán)色字體的標(biāo)志。它在漸變中有不同的色調(diào)，從最暗到最亮。從遠(yuǎn)處看，字母的顏色差異是不可見的，但它是存在的。最重要的區(qū)別特征是標(biāo)志上沒有金色或黃色。只是因?yàn)榘呀疱X和黃金聯(lián)系在一起的設(shè)計理念早已湮沒無聞。

普通法規(guī)

然后：

1934年，當(dāng)時名為克瓦農(nóng)攝影公司在其成立一年后發(fā)布了第一款相機(jī)模型。雖然它沒有直接引用生產(chǎn)的技術(shù)，但該公司的名稱是指佛教的觀音。合乎邏輯的假設(shè)是，佛教中如此重要的人物應(yīng)該是公司的象征，這應(yīng)該會顯示在標(biāo)志中。于是多臂女神的形象出現(xiàn)了，它被火焰包圍著。

現(xiàn)在：

早在1956年，就已經(jīng)進(jìn)行了品牌重塑，標(biāo)志著我們今天所知道的未改變的標(biāo)志的出現(xiàn)——這只是佳能公司的名稱，用紅色突出顯示以表達(dá)關(guān)鍵信息——先進(jìn)技術(shù)應(yīng)該有一個全球標(biāo)準(zhǔn)。

奧迪

然后：

奧迪是當(dāng)今世界上最暢銷的汽車之一，以其豪華車而聞名。然而，它是在很久以前——1910年創(chuàng)建的。標(biāo)志很簡單，黑白相間。重點(diǎn)是數(shù)字1;三角形的底部是公司的名稱。他們希望在汽車行業(yè)市場建立優(yōu)勢，并表明這家公司值得駕車者的喜愛和密切關(guān)注。

現(xiàn)在：

整個設(shè)計簡化為和諧的圓形，讓人想起徽章上的輪子，以及簡單字體的紅色字母。如果你能一次在標(biāo)志中指出幾個意思——生產(chǎn)的機(jī)器的質(zhì)量、速度和優(yōu)雅，為什么要聰明呢？

另一方面，可靠消息稱，在1932年奧迪的競爭對手與該公司合并并組成汽車工會聯(lián)盟后，為了增加對彼此的尊重，承認(rèn)平等的努力，并代表各公司的不同命運(yùn)，決定將四個交織在一起的圓環(huán)展示在一起。

火狐瀏覽器

然后：

Mozilla Firefox應(yīng)用程序出現(xiàn)于2002年，用于瀏覽互聯(lián)網(wǎng)上的網(wǎng)頁。瀏覽器最初是鳳凰鳥的一種化身，被稱為鳳凰。由于商標(biāo)糾紛，我不得不讓步，改了名字。標(biāo)志是一只亮紅色的著火的鳥，長著黃色的嘴。這看起來有點(diǎn)奇怪和幼稚，但很快品牌重塑發(fā)生了，這個形象永遠(yuǎn)被遺忘了。

現(xiàn)在：

2003年，由于訴訟原因不能保留以前的名字，因此實(shí)施了一個新概念。于是就有了一個亮橙色的標(biāo)志，或者更確切地說，是一只火熱的狐貍，用它的整個身體圍繞著一個藍(lán)色的球。這個標(biāo)志顯示了公司的全球性和產(chǎn)品在用戶中日益增長的受歡迎程度。

花花公子

然后：

流行的男性雜志《男孩》誕生的原因既滑稽又簡單——1951年，《時尚先生》雜志的一位名叫休海夫納的文案被拒絕加薪5美元。過了一段時間，這個人在世界范圍內(nèi)名聲大噪，成為了不同圈子里可以辨認(rèn)的人。這一切都是因?yàn)樗碾s志取得了難以置信的成功，他賣出了一百萬份，成為了一個真正的大品牌，涵蓋了夜總會，電視節(jié)目，甚至配飾和服裝。代表這個雄心勃勃的男人的商店的標(biāo)志看起來像一個完整的，詳細(xì)的插圖，一只穿著燕尾服，叼著雪茄的兔子，靠著一張桌子，一個女人的半身像，書籍，一個高腳杯和一個壁爐。這只兔子成了一般業(yè)余愛好者的縮影，可以說是情色小說。

現(xiàn)在：

雖然店主喜歡最初版本的標(biāo)志，但他們不得不重新命名，并想出了一個新的簡化版本。在雜志的第二期，出現(xiàn)了一個更簡單的兔子形象——它的頭轉(zhuǎn)向左邊，脖子上有一只蝴蝶。由阿特保羅于1953年設(shè)計。

亞馬遜河

然后：

1995年，沒有人會想到，在一個簡單的車庫里，杰夫貝索斯選擇實(shí)施他的商業(yè)理念，一個品牌概念誕生了，它將為其所有者帶來數(shù)百萬的利潤。這個概念是出售帶有河流標(biāo)志的書籍。這一信息有趣而不尋?！闶凵瘫幻枋鰹?地球上最大的流量"

現(xiàn)在：

阿薩馬松擴(kuò)展了其業(yè)務(wù)，專注于提供跨類別的產(chǎn)品，新的徽標(biāo)字體意味著您可以在網(wǎng)站上找到從A到Z的所有內(nèi)容，快速獲得您的產(chǎn)品，并在購物時安心。

樂高

然后：

生產(chǎn)玩具的世界品牌的名字來自于兩個丹麥單詞——"好"和"玩"。1932年，該公司剛剛進(jìn)入木制玩具市場，到1958年推出了其傳奇的立方體玩具。其實(shí)一開始只是簡單的襯線字體logo，絲毫沒有透露出公司的本質(zhì)。

現(xiàn)在：

1973年，生產(chǎn)擴(kuò)大并出現(xiàn)在美利堅(jiān)合眾國的領(lǐng)土上，這給樂高公司的發(fā)展帶來了新的一輪，同時也帶來了品牌重塑。紅-黃-白的印刷標(biāo)志讓買家感覺很舒服，想著在朋友中尋找玩具的美好時光。這成為了一個經(jīng)典的標(biāo)志；徽標(biāo)造型，一直延續(xù)至今。

威瑞森

然后：

威瑞森的歷史始于2000年，是貝爾大西洋公司和GTE公司合并的結(jié)果，這兩家公司迅速發(fā)展并成為市場上的技術(shù)領(lǐng)導(dǎo)者。現(xiàn)在它是一個主要的移動運(yùn)營商，覆蓋了35%的市場。最初，這個標(biāo)志是一個黑色字體的字母，上面有一個突出的紅色Z和一個細(xì)細(xì)的勾號，但是后來被改變了。

現(xiàn)在：

2015年出現(xiàn)了一個更現(xiàn)代的標(biāo)志，字體有所不同，復(fù)選標(biāo)記變得更小，位于字母n附近。這種對齊掌握在公司手中，因?yàn)橹厮芷放坪痛_定市場中的新地位有助于贏得大量用戶。

殼

然后：

1833年，殼牌公司是一家古老的東方公司，現(xiàn)在它是一家大型能源公司，由于運(yùn)作良好的進(jìn)出口系統(tǒng)，它已經(jīng)建立了自己的供應(yīng)體系。貝殼的逼真形象已經(jīng)成為該公司的標(biāo)志。

現(xiàn)在：

過了一段時間，很明顯，該公司停止了在某個特定領(lǐng)域的活動，轉(zhuǎn)向了更高的技術(shù)水平。因此，在2015年，隨著第一批服務(wù)站的出現(xiàn)，出現(xiàn)了一個新的標(biāo)志——由黃色和紅色制成的明亮的卡通外殼。為了表示對庫珀的親近

ation between California and Spain, these shades of color were chosen.

YAHOO!

Then:

In 1994, Jerry Yang and David Filo were still students at Stanford University when they founded the?Yahoo!?project as a hobby, which later became a major brand. This is an Internet company, the fortune of which was estimated at 125 billion dollars. As a result of competitive pressure, Verizon had to sell it for 5 billion. The original logo looked like a blue ball with a yellow man – a stylization of the letter Y – with outstretched arms. And below, you can see a lilac inscription with the project’s name.

Now:

In 2013, when there was still no talk of selling the company, a rebranding was carried out, during which there was an attempt to restore its position and strengthen its status in the market. They retained the purple color for the font logo, but, unfortunately, the visual image update did not lead to positive results, resulting in another company’s decline and takeover.

DELTA

Then:

Initially founded in 1924, the American aviation company?Delta Airlines?positioned itself as a commercial agricultural enterprise. However, since 1929, the first passenger flights were made. The visual identity of the period was a large Greek letter “delta” with outstretched wings. It was placed in a wide ring, against which the company’s name was placed above and below the letter. National shades were used as a color palette, adding a touch of patriotism.

Now:

The current version of the logo is also made in the form of a stylized letter. However, it is also associated with a plane taking off the runway. Thus, the brand fully reflects its field of activity, hinting at the seriousness of the approach in fulfilling obligations towards customers. To the right of the emblem is the word “Delta,” made in a laconic style, which adds rigor and conservatism to the image.

APPLE

Then:

Steve Jobs, in 1976, together with his friend Steve Wozniak, founded a small company at that time,?Apple, engaged in the development of computer technology. And in 1978, the first revolutionary PC, the Apple II, was introduced to the market. They presented their original logo in the form of an ink-drawn picture, against which, under the famous apple tree, before the very discovery of the laws of gravity, Isaac Newton was thinking. The image is entwined with a ribbon with the company’s name, which emphasizes the desire of the creators to become pioneers in their field of activity.

Now:

The old model of the visual identity was replaced by a laconic and memorable image of a bitten apple, which is still used today. Subsequent brand changes implied only a play with colors, which focused on the prestige and quality of products. The palette has acquired monochrome shades, which indicates the seriousness of the company and the growth of its image.

GE

Then:

The?General Electric Company?is the world’s largest energy company. Thomas Edison founded it in 1890. However, two years later, it was decided to merge with a competing product to expand its capabilities and further development. The logo was the letters “G” and “E” from the name, in cursive handwritten calligraphy in a black monochrome palette.

Now:

The modern version of the company’s visual identity has undergone major changes. One of the reasons for this was the globalization of the enterprise. The monogram image has acquired greater conciseness and symbolism of unity. It was placed against the background of a circle of a blue tint, implying the provision of its services around the world. In addition, due to the white ring surrounding the inscription with small processes, a semblance of a working turbine screw is created, which is directly associated with the energy direction.

ADIDAS

Then:

The German company?Adidas?was founded in 1925 by Adolf Dassler. During its heyday, the company’s logo was an image of studded sports shoes, above which the name of the creator was placed in an arc, and below it was the name of the brand. The font was used without any unique features. The only addition to the individuality of the image was the lengthening of the lines of the letters “d,” which can be associated with a sports obstacle. The color palette included only black monochrome.

Now:

When the company expanded its production and began to produce clothing elements, it was decided to change its visual identity. A memorable element of the logo was three stripes inclined at 30 degrees, which resembled a mountain, which in essence was a symbol of further development and growth. Since 2005, there has been a simplification of the brand, whereby the three stripes are placed horizontally on top of each other, and to the right of them is the name in an individual style with rounded letters.

NASA

Then:

NASA?was founded in 1958 as a response to the first launch of the USSR satellite in 1957. Under the support of a representative of the research center, a unique logo was created that fully reflects the enterprise’s activities. It was a circle of a blue tint with a golden edging; on the background, there was an image of a planet, a satellite, stars, and a spaceship flying in orbit. Around the composition along the outer contour, the agency’s full name, also taken in a golden outline, took its place.

Now:

In the subsequent period, changes were made to the visual identity related to the simplification of the image itself. The logo consists of one blue circle, in the center of which is the abbreviation “NASA,” and around it, the orbital trajectory is drawn, and there is a scattering of stars. At the same time, an aerodynamic jet trail was depicted in a red tint, going diagonally to the right through the entire area of ??the circle. This implies different areas of activity.

BURGER KING

Then:

The first branch of?Burger King?opened in 1953 in Florida. He endured a series of hardships that led to ruin. However, in 1961 the restaurant was bought out, and after a long reconstruction, it was reopened all over the USA. The logo was concise and immediately caught the eye. It was stylized as a rising sun, which is equally reminiscent of the view of the burger from above. Thus, the direction of activity and the dawn of the public catering network were concretized. Below the image was the brand name in simple, bold type.

Now:

The current visual identity has received a new color scheme and has undergone dramatic changes. The stylization of the sun began to resemble two halves of a golden-hued bun, and between them, in two rows, there was a “Burger King,” in red, like a filling. The text is made in bold type with rounded edges, which expresses goodwill and responsiveness. Around this emblem is a segment of the ring, which becomes thinner towards the top edge.

ADOBE

Then:

Charles Geschke partnered with Jhon Warnock to form?Adobe Systems?in 1982. In five years, they presented their new creation Adobe Illustrator, which brought them their fame and the right to further development. The first visual identity was a rectangular horizontal background with a dark gray infill. It contained the enterprise’s name, the main word of which was highlighted in a separate unique font, creating a trapezoid figure.

Now:

The logo was updated in 1990, which resulted in several changes. The background was transformed into a square of a red tint, against which the letter “A” was placed in white, which retained the original design. Under the image, the text “Adobe” was placed in a regular font, which was slightly narrowed to the width of the main visualization. This meant the simplicity and clarity of the interface, which will not cause difficulty in mastering new users.

UNITED AIRLINES

Then:

The air travel company made its first passenger flight in 1926. The logo was introduced in 1973 in the form of a horizontally placed dark blue rectangle. A white stripe passed through its center, on which the name of the enterprise was applied on both sides of the central image. The brand sign implies a white circle with a smaller diameter ring in the same color scheme as the background itself. And inside the ring is the silhouette of the territories of the USA, wherefrom one city, two arrows indicate a flight to two other places.

Now:

Despite its popularity,?United Airlines?underwent a merger with Continental Airlines United after the end of its history. The visual identity has also been changed. Its performance follows the present trends, indicating performance conciseness and increased memorability. Thus, the merger of the two companies was emphasized. The logo is a dark blue square against which a structured image of the earth is placed.

3M

Then:

3M?was founded in 1902. The main activity is connected with the chemical industry and everyday goods. The logo was presented in the form of a white ring with black inner and outer edging. The enterprise’s name was placed along its perimeter, and in the center, there was a horizontal rhombus, against which the text “3M Co” was placed vertically and horizontally crosswise.

Now:

Over the entire period of the company’s existence, there have been many emblem variations. However, the final visual identity, introduced in 1978, was an image of a bright red hue, consisting of two characters, namely “3M”. Laconic execution increases the level of memorability, which is extremely important for an enterprise planning further expansion and development.

TARGET

Then:

Target Department Store?is an offshoot of Dayton Dry Goods, founded in 1902. The logo for him was original and had a personality that helped increase the memorability among visitors. It is presented in the form of a target of white and red rings. The name of the store is placed in the central area. Thus, it was planned to reflect the desire of the network to provide the most popular products.

Now:

In 1968, it was decided to change the visual identity, refreshing the brand in line with modern trends. In addition, this was also due to the expansion of the network of department stores throughout the country. This resulted in an emblem with a richer color palette and simple execution. The target was still the main distinguishing feature of the logo; only the number of rings was reduced to two. The text itself was decided to be removed.

FORD

Then:

The?Ford Motor Company?was officially registered back in 1903. She specializes in the creation of automotive products. However, at the beginning of her career, she was not so famous, which changed after the release and sale of the first model. The first logo was presented in the form of a horizontally located oval, which braided ornate branches around the perimeter. Inside the figure, an oval ring of smaller diameter found its place, resembling a bracelet due to pearls added to it. The central part was assigned to the name and the city in which the enterprise was founded. The brand exuded luxury and conservatism, which is what distinguished the produced cars.

Now:

The history of visual identity is extensive, as it has been constantly mutated until it got its current variation. The calligraphic text used in the emblem was created by Childe Harold Wills and placed in the very center. A flattened oval ring is located around it, and all this is located against the background of an oval figure in a gradient fill of blue hues. At the same time, due to the use of shadows, the composition acquires volume. It is still a symbol of high-quality and safe products to this day.

WWF/E

Then:

WWF/E?was founded in 1963. However, the federation acquired its current form only in 1982. She united under her leadership many professional wrestling clubs, which led to creating a national league. The logo was minimalist yet full of elegance. It is presented in the form of two wrestlers who came together in a fight in the ring. Thus, the main attention was focused on the type of activity of WWF/E. To the right of the image was the full name of the federation and the abbreviation placed against the background of a black rectangle.

Now:

In 2014, viewers were able to see a new updated visual identity. It implies smooth letters “W” placed one above the other with pointed ends, which emphasizes the seriousness and severity of the events. Behind them is a stroke of red, which brings a touch of aggression and confrontation into the composition. John Lifteratos took part in the creation of this logo.

WWF

Then:

The need to protect the environment worldwide led to the merger and creation of the World Wildlife Fund in 1961. The image of a panda, which arrived at the zoo in London at that time, was used as a logo. Under this pretext, one of the founders, Peter Scott, created a simple sketch, which laid the foundation for further developing the community’s appearance. Initially, it was a hand-drawn ring in which a panda settled down, pitifully casting a glance at the one who looks at the emblem.

Now:

A quarter of a century later, the visual identity has been transformed using digital technology. The animal turned out to be more graceful and acquired clarity, although it also had a downcast look. Rounded details gave it softness in perception. So the association directly stated that animals also want to have a good life in our world. Under the image, the abbreviation “WWF” was placed, executed in bold type with rounded letters.

GOOGLE

Then:

To date,?Google?is the Internet resource with the highest traffic. However, it was inconspicuous and little known during its creation, which fell in 1997. The main office was located in an old garage, but three years later, demand grew exponentially, and the website began to gain popularity. The first logo was used only at the stage of the tested version, representing the letters of the name, executed in a different color palette and at different angles. At the same time, they added the effect of a three-dimensional image. It was unusual and colorful, which attracted new users well.

Now:

Today, nothing remains of the forms of the former visual identity. Only the color palette, consisting of blue, red, yellow, and green shades, is unchanged. The “Google” text is in bold Muguet type, which was designed specifically for the company. There are no serifs in it, and the letters are arranged in a strict style, which emphasizes that the company has already earned its status in society.

COCA COLA

Then:

Dr. John Pemberton, in 1886 developed the mixture, which is now in great demand, with more than 1.9 billion servings worldwide daily. In creating the name and brand for the drink, Frank Robinson helped him, who proposed a simple version of “Coca-Cola,” which is still used today. The first logo was a name written in simple letters on a typewriter, which lasted only a year.

Now:

Subsequently, it was decided to create a clearer visual identity, and Frank applied his calligraphy skills to this. The result obtained was taken as the basis for the further development of the logo. The color scheme and approach to performance changed, but the overall style remained unchanged. Thus, in 2003, with digital technologies, the company presented its final version of a dark red shade, made in italics and with elongated letters.

WARNER BROTHERS

Then:

The love of films led to the fact that?Warner Brothers, in 1903, decided to establish their film studio. For 15 years, they have spent a lot of time perfecting their skills. The result of their labors was the full-length film “My Year in Germany.” With the proceeds, they bought a room for themselves and continued to develop further in small steps. The logo is presented in the form of a black rectangle, in the center of which there was a shield, against which the image of the same studio, and under it the company’s abbreviation.

Now:

The current variation of the visual identity was created back in 1925. It is executed in a three-dimensional style, which creates the effect of the presence of elements in front of the viewer. The shield is presented as a triangular figure with rounded sides and steps in the upper corners. The letters “WB” are placed flush with it in its center, executed under the shape of a shield. At the same time, behind the letters, there is a background in a gradient filled with blue tints in the recess. The visualization itself is surrounded by a golden ring, on the surface of which the voluminous full name of the studio is placed. It symbolizes integrity and the desire to cooperate with other companies.

INSTAGRAM

Then:

In October 2010,?Instagram?was born – the creation of two talented people, Mike Krieger and Kevin Systrom. It was a new social network that allowed you to share photos with each other online. The app’s popularity stood at 27 million active users in less than two years. The logo was an image of a non-original Polaroid camera with a rainbow stripe in the center. Because the resource was supposed to be exclusively for photographs, it was decided to give it a retro style. The color palette included a combination of light milky, gray, black, red, and other shades. So it was possible to achieve a unique performance, which allowed the brand to stand out from the others.

Now:

The visual identity in use today was not immediately to everyone’s liking. However, this was necessary due to modern trends. The emblem is made in a laconic style and is a square with rounded corners with a gradient filling of blue, red, and yellow tones. In the central part of the figure, the outline of the camera is placed, repeating the shape of the main sign on which the lens is highlighted. In its upper right corner is a flash eye.

AMERICAN AIRWAYS INC.

Then:

American Airways Inc.?was established in 1930 by merging small independent enterprises into one single structure. In 1934, on this basis, it was decided to change the name used to this day, namely, American Airlines. The logo was made in national colors, and the main element was a monochrome image of an eagle spreading its wings and standing on a segment of the earth. All this is placed on a dark blue background. On the sides of the animal are two letters, “A,” denoting the enterprise itself. A line of red tonality is depicted diagonally behind. At the same time, the entire emblem is surrounded by two rings – white and red.

Now:

In 2013, the US Airways Group joined the company, increasing its reach capability requiring a brand redesign. Thus, the new logo received a concise and unique variation corresponding to modernity. The current emblem is presented in the form of a runway inclined at 30 degrees, divided into two parts by an arch thrown over it. This is how a simplified visualization of the eagle is created, which fully reflects the association’s nationality and type of activity.

MERCEDES-BENZ

Then:

The original company consisted of two independent structures founded in 1886, one led by Karl Benz and the other by Gottlieb Daimler. However, in 1926 they decided to merge into one company, called?Mercedes-Benz. The primary logo was a flattened horizontally placed oval of black monochrome filling. An oval ring of a slightly smaller diameter passed along its contour. At the same time, the text “Mercedes” is located in the center, made in ordinary letters of different heights. This implied the integrity and independence of the created association.

Now:

The current visual identity is made in the form of a ring, in which a three-pointed star has found its place. The whole composition includes a color palette of various gray shades. This is how the effect of metallization and volumetric elements is achieved. Many people call this logo “silver star,” which fully reflects its essence. Under the sign is placed the enterprise’s name, made in a serif font. For a three-dimensional effect, it was decided to add a shadow.

AIRBNB

Then:

Airbnb?was founded in 2008 by three guys, Nathan Blecharczyk, Brian Chesky, and Joe Gebbia. It is an online platform that allows you to find residential premises for short-term rent. They presented their logo in the same year, including a text component. The white cursive lettering had a thick blue border, adding friendliness and lightness to the brand. The division into two parts occurs due to the easy imposition of the first word on the abbreviation “bnb,” which implies reliability and confidence in the professionalism of the company’s employees.

Now:

In 2014, a revised variant of the visual identity was introduced, which looks more concise. However, the abstraction placed to the left of the brand name has a lot of semantic meanings in its arsenal. It can be an arrow that indicates the direction, the house’s roof that provides protection, and much more. Nevertheless, the freshness of the image allows you to attract due attention. The text is made in simple printed letters with straight lines, further facilitating the logo from unnecessary details.

CHEVROLET

Then:

In 1911, the?Chevrolet?automobile company was founded, led by William Durant. He wanted to make equipment so tha