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The history of logo design dates back to the era where coins used to be monogrammed by the rulers. Wide varieties of symbols were used to depict the social rank and popularity. The modern logo was created during the time of the Renaissance when the goldsmiths, potters, stonemasons began to chisel the logos as a sign of their workmanship.
With the advent of the industrial era, various mills, factories, and companies started designing their logos by famous artists and artisans. With the passage of time, innovative logos with expressive typography and colour scheme played their part. The trend of trademarking the logos started. Logos became an integral part of the brand identity.
In this second part of logo evolution, let us read about the logo stories of some of the world-famous brands!
Levi’s
Levi, formed by Levi Strauss and his brother-in-law, has been around since 1860’s.
Their first logo was a very detailed image of two horses being driven in opposite directions which are both pulling on a pair of jeans meant to show durability. Since the original logo was so complex the company needed to design a simplified logo for branding purposes. Over the course of a few decades, the company went from LEVI’S written in all black to white on a red background (the E slightly slanted).
It wasn’t until recently they decided to remove the brand name altogether on the Curve ID product line. The present version is simpler and memorable as compared with previously designed logos. It captures the essence of the brand fully.
Mitsubishi
Earlier than Mitsubishi Motors, the Japanese auto brand was a shipbuilding company. The brand completed their centennial anniversary in 2017. The logo was originally inspired by the family crest of the founder. Much later it was made to look more like turbines or propellers, than three diamonds meeting in the center.
In 1964, the logo took a new shape to build a familiar corporate image among consumers. It turned from diamonds into rhombi, still meeting in the center, but with the bottom two almost forming a sort of foundation for the top, pointing upward. They stand for the values of Mitsubishi Motors: integrity, success, and reliability.
Nescafe
The brand Nescafé was started by Nestle in 1938. It stands as a global name for instant coffee today. A change in strategy allowed them to target a younger generation of coffee drinkers recently. The Nescafé red accent kind of hints at the steam coming out of a coffee mug while the bright red color adds to the lively appearance of the identity.
IKEA
The name IKEA was put together from the founder’s initials Ingvar Kampar. The IKEA logo presently has a modern feel with bold and elegant lettering. The yellow and blue, both primary colors, highlight the colors of the Swedish national flag. The boldness of the lettering (a Futura typeface) and the contrasting colors make the emblem really leap out. All the changes over the years have only helped improve the image of the brand on the whole. It is today synonymous with great design and world-class furniture.
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