A logo is the brand identity of a company which represents the core values of business and puts across the core message of its brand. History has witnessed some of the best logo designs that still turn heads. But there are also logos that got more popularity after a redesign.
In the previous article on logo design, we discussed the best logo designs in the apparel industry, including the custom patches of big brands like Levi’s and Chanel. In this article, we will be taking a look into the best logo redesigns in recent past.
From Apple to FedEx, here are some of the best logo redesigns the world has seen over in modern times.
No logo or custom made patches got more popularity in world history more than the Apple logo. Apple has a long history of logo redesigns which dates back from when it was launched in 1976. The first logo of the company had the image of a man sitting under a tree while an apple is about to fall on him. It was a visual story of the discovery of gravity and a tribute to Isaac Newton.
However, the logo seemed too complicated to give any message and it was soon replaced with the famous rainbow-colored apple logo. This new logo was designed by Rob Janoff who made it in collaboration with Steve Jobs. It stayed as the global identity of Apple products until 1998 when Steve Jobs rebranded the Apple company.
The new redesign was a monochromatic Apple logo that looked more elegant and classier than the previous version. This third logo of Apple remained on its product for more than a decade. Today, Apple used chrome and silver versions of the monochromatic logo. The chrome version is visible on its software products, while the silver version is used in its hardware.
2.United Parcel Service (UPS)
UPS is the leading cargo and freight service headquartered in Georgia, America. The brand got its first logo in 1961. It was a bland design that featured the initials of the company in a shield. It had only black color with bow-tied package imagery. Paul Rand designed this logo in 1961, and it remained the brand identity of UPS for more than four decades.
In 2003, the company redesigned the logo to make it more appropriate for the big transition of the company that now includes cargo and freight services. The new logo had the brown and yellow colors and didn’t add the bow-tied package. It is still the corporate identity of UPS and represents the company around the globe.
The first logo of Animal Planet got mixed reviews from the critics when it was launched in 1996. It showed an elephant with the globe. So it looked a visual translation of the name of the channel. There was nothing creative in the logo, and it lacked the subtleties to attract the viewers.
This logo underwent an iteration in 2008 when the channel went through a major rebranding. He came up with its second logo that used the name of the channel as the wordmark. The change was made to capture a wider audience of adult viewers and increase the outreach of the channel.
The new logo used fonts in different sizes and colors with sideways ‘M’. The logo received flaks for its uninspiring design. However, it remained the channel’s logo for a decade. In 2018, the company relaunched a new logo as part of its rebranding process to focus on a bigger audience.
The new logo showed a jumping elephant with the name of the channel under the imagery. The blue color of the logo represents the planet Earth which is also called “Blue Earth.”
Google logo got the first major redesign in 2013 when it used flat design in its brand identity. But Google has a long history of logo redesigns since it was officially launched in 1998. The first logo of the company looked pathetic as it was created by the owners Larry Page and Sergey Brin on Microsoft Word.
However, it was soon replaced by a better-looking version designed by Ruth Kedar. This new logo had the name of the company as wordmark in primary colors with an exclamation mark at the end. It was created by Sergey Brin with the help of GIMP, an open source image editing tool.
After playing around with different design concepts, Ruth Kedar decided the final design which used the wordmark in primary colors with drop shadow effect. This logo became the emblem of Google for more than a decade. In 2010, the company removed the drop shadow from the logo and used brighter colors in the letters.
In 2013, Google decided to go flat with its logo design. The move was well received by critics, and the new logo got rave reviews for its aesthetic design. The new logo got a minor revision in 2015 when Google changed the Catcull typeface with Product Sans. The new emblem used softer tones of primary colors, and it looked excellent.
FedEx is a global brand that provides courier services all over the world. Branding plays an important part in the phenomenal success of this brand. The first logo of FedEx was created in 1971, and it used “Federal Express” as the wordmark.
The logo was created in sans-serif font with rounded edges. The two words were created in the logo at a slant. The word “Federal was used in white font with a blue background, while the word “Express” was used in red with white background. This logo continued to be part of FedEx for more than two decades.
By 1989, the company was the largest all-cargo service, and it needed a better logo to represent the growing influence of its business. To realize this task, the founder Frederick Smith hired Lindon Leader from Landor Associated to design a new logo, and he did a fantastic job. Frederick Smith shortened the company’s name from Federal Express to FedEx, and this design was approved by Smith who was impressed by the work of Lindon Leader.
Lindon Leader merged the two words into one and retained the original colors of “Fed” and “Ex” with the addition of higher hue. However, the highlight of the design was the use of negative space between letters “E” and “X” which makes an arrow and signifies the precision, speed and the act of moving forward.
A logo is the face of a company. It represents the ethos and values of a brand at every level of advertising. These are some of the best redesigns we have seen in modern history. Hope this listicle inspires you to create logos as brilliant as the mentioned in this list.