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The EVOLUTION of.."LOGO"
A BRIEF HISTORY OF THE LOGO
Days of yor - 1800:
Logo Habilis -
Rising up above non-branded companies in the early days of yore. The earliest logos were nothing more than a distinctive mark, symbol or literal brand to mark who the maker of the prodcut was.
Complex logos mutating in all shapes and sizes. In the Victorian era the logo started to become more complex, and the beginnings of the first brands were established by business owners like John Cadbury (although a logo rarely had anything similar from one to the next apart from the company name).
The ancestor of the modern logo. Trademarking begins in earnest. It was in the early 1900s that the ancestors of the modern logo were born, and it is during this time that you start to see logos and Corporate identities being trademarked for the first time.
Strong ideas, carving out the brand. The graphic design giants like Paul Rand, Milton Glaser and Alan Fletcher revolutionised the art of logo design and developed the principles of simplicity that most designers still work by.
1980 - present day:
Modern day logos of the Brand Era.
The modern day logo is simple, flexible, adaptable to any kind of media and truly built to last for their brand (until the next step in evolution that is).
Specimens taken from
According to a recent survey the golden arches of the McDonalds logo are more widely recognised than the Christian Cross. Having said that there may be few people out there who pray to the Big Mac.
The famous figure on the Starbucks logo is actually a Greek Mythological creature called a siren. According to the tales the Siren would lure ships towards it with its beautiful singing voice before making them crash against the rocks below. Apparently Starbucks wanted their customers to be as lured by their drinks as sailers were to the sirens - ooh arr!
The 3 points on the Mercedes triangle were designed to symbolise the company's domination of land, Sea and Air.
The Nike 'Swoosh' was originally intended to look like one of the wings of the Greek Goddess of Victory, Nike.
In 1966 Henry Ford II asked a designer (Paul Rand, no less) to change the Ford logo but he changed his mind at the last minute to stick with the ford logo the one which we still know in essence today.
Originally Firefox planned to use a red panda as their logo (which is where the nickname firefox comes from), but the designers didn't think that the imagery was quite right for the brand so they changed it to the fox you see today.
Taken from Charles 'British Design' Expertswin's
The theory of Logolution*
*Sadly not a real publication.