A logo is the strongest element in the visual identity of a brand and it can up the game of any business along its clientele. Companies change their logos to meet the changing face of their business. But changing a logo is not like changing the custom patches on a t-shirt or jacket.The move has to be strategic and in line with the goals of their business.
History has some of the most memorable logo redesigns that changed the image of a brand and skyrocketed its popularity in a short span of time.
From Apple and FedEx to Discovery Channel and Netflix, this article is going to discuss the details of some of the most iconic logo redesigns of the famous companies:
The logo of Apple was first launched in 1976 when Steve Jobs hired Ronald Wayne to design the corporate identity of his company. It was a complicated design that depicted the story behind the invention of law of gravity. The logo received flaks from the critics for its intricate details and lack of clarity.
Steve Jobs soon decided to replace it with a more impactful logo design and hired Rob Janoff for the job. It resulted in one of the most iconic logo redesigns in history and gave Apple the famous apple-shaped logo in rainbow colors.
Though it underwent several iterations over the years, the basic shape of the logo remained as the corporate identity of Apple for many years. Today, the Apple logo is one of the most recognized brand identities in the world.
FedEx is a top-rated courier service from America that offers freight and logistics services in every part of the world. It became the leading all-cargo service in 1989 with a large fleet of cargo aircrafts. However, the success story of this brand is incomplete without a mention of its iconic logo which we see on the livery of this cargo airline service as well as many of its promo products including the t-shirts with custom-made patches of FedEx.
Until 1994, the brand identity of Fedex was quite bland and it just read “Federal Express” with no real creativity in its design. The logo was made in sans-serif font and used white and red colors for the words “Federal” and “Express” respectively. This logo represented the company for more than two decades.
It was in 1989 when Frederick Smith,the owner of the Federal Express, wanted to rebrand the company to meet the changing face of its brand who is now a global player. He hired the creative genius Lindon Leader to do the job and he hit the bull’s eye. He made an apt use of the name “Federal Express” of the company and came up with a design that was simple, clean and memorable.
He combined the words “Federal” and “Express” into one and created a shortened version of it that read “FedEx.” The most noticeable aspect of this new design was the negative space which was used between “E” and “X” and it looked like an arrow. The design resonated with the audience and today it is one of the most recognized logos in the world.
3. Discovery Channel
Discovery Channel is one of the most viewed channels in the world and a big part of its success came after a major redesign in its logo. It was in 1985 when the first logo of the Discovery Channel was launched. It showed a TV screen with the map of the world. It was a bland logo design that needed a revision and it was done in 1987.
The new logo of Discovery Channel featured the wordmark of the organization with a partially visible globe underneath the wordmark. This logo remained visible on the marketing collateral of Discovery Channelfor eight years.
And then came 1995 and the logo was transformed into an iconic brand identity that significantly scaled the popularity of Discovery Channel. The iteration saw the removal of the word “The” from the wordmark and an addition of a complete globe along with an underline.
This logo turned the table for Discovery Channel and made it a major player on the small screen.This logo was visible on the channel for more than a decade with little changes. However, it was modified in 2008 when the globe in the logo was merged with the “D” letter of the wordmark.
The popularity of Netflix reached new heights after it got an iteration in the year 2014. From being a DVD sale and rental service to becoming one of the most popular online streaming services in modern times, the logo of the Netflix has a lot to do in itsimmense success.
Netflix was launched in 1997 and it got its first logo in the same year. This logo has a black text which featured the wordmark “Netflix.com.” The wordmark was split into “Net” and “Flix” by a film reel that shaped like a spiral.
In the year 2000, Netflix came with a new logo that was much better than its previous version. It used awhitewordmark of the company with the red background. It used the drop shadow effect to suggest the nature of the business. It was used on the envelopes of the Netflix that the company used as the packaging to deliver the DVDs.
And then Netflix makes the most significant move in the year 2014 when it dropped the old logo to catch up with itsnew business model which is now an online streaming service. The new logodidn’t have the classic “Graphique” font and instead used the “Bebas Neue” font to make it more appropriate for the current business of the company. The white color of the fonts was changed to red, while the drop shadow was removed to make the logo more apt for the online viewers. The new logo proved to be a game-changer for the company and helped it connect with its online audience. These are some of the mosticonic logosredesigns from history that boosted the image of a brand and took it to the next level. Hope they inspired you to make something as valuable as the logos of these brands.