Great Logo Design and How Logos Evolve
We are surrounded by logos. They’re all around us – all the time. They are visual reminders that signal us to recall a company or product and truly come to symbolize a brand and its identity. As I write this, I am looking at an “Acer” screen. There’s an Apple phone to my left, and my pen tells me it’s a “Sharpie.” Everywhere you look, there is a logo design at work. Unless you’re in the wilderness, I suppose.
The thing is, there are great logo designs that stand up to the test of time, and then there’s everything else. An effective logo is distinctive, simple in form, appropriate and conveys its intended message. A good logo design follows these basic principles:
In fact, many recognizable and famous logos have evolved with the times. It’s interesting to note that most also retain some timeless brand element that carries over in each version of the logo. With mediums evolving from print through to web and everything in between, it makes sense that these famous brands would adapt and evolve accordingly.
Take a look at some of the greats. Notice how they follow the principles of great logo design, but they also evolve with the times (for example, Pepsi).
Logos must evolve to stay relevant in a rapidly changing market. Modernizing a logo can reflect a company's growth, innovation, and adaptation to new trends. It helps in staying competitive and appealing to contemporary audiences. Updating design elements like font, colour schemes, and overall style can refresh the brand's image and resonate better with modern consumers.
While modernizing a logo is important, certain elements should remain consistent to maintain brand recognition. Core features such as the primary colour palette, unique symbols, or distinctive typography should be preserved. These evergreen elements ensure that even with updates, the logo remains familiar and instantly recognizable to existing customers to preserve the brand's legacy and trust.
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