20 Corporate Brand Logo Evolutions

Have you ever wonder how the first Apple logo looks in 30 years back? Did you know Volkswagen was Hitler’s idea? Or how the IBM logo changes over the time? Or where the Mercedes-Benz Brand And The Three-Pointed Star logo came from?

Instant Shift

'Breathtaking' Is One Word for Purported Arnell Pepsi Doc

Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.

Ad Age

Pepsi Gravitational Field

Gatorade Changes Up Its Game

New iterations of Gatorade Thirst Quencher, the flagship Gatorade brand, will sport a large letter G next to the brand's iconic bolt. "For Gatorade, G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats," according to a company press release.

BrandWeek

Clay St. Project lets P&G think outside the pyramid

A big Clay Street success story was P&G's Herbal Essences brand. After it was acquired from Clairol in 2001, sales plummeted and the brand was floundering so badly that retailers were threatening to no longer stock it. A Clay Street project was convened to find a way to resuscitate the brand and improve sales. The team agreed to target a hypothetical consumer who was in her late teens to early 20s and active, fun-loving and drawn to the brand's appeal to those interested in natural ingredients.

Cincinnati Enquirer

Red Sox unveil new club logos and uniforms

The Red Sox will wear a new gray primary road uniform. These “retro roadies” will feature the word “BOSTON” in blue lettering across the chest and will include a “Hanging Sox” patch on the left sleeve. The new alternate road uniform will be a combination of gray pants and blue jersey with “BOSTON” in red lettering across the chest. Both the home and road alternate uniforms will now feature new alternate “Hanging Sox” logo hats. No changes have been made to the primary home uniform.

boston.com

Rebuilding the Brand

The sun-drenched waterfront hotel in Miami is glitzy, with swaying palms out front and a glittering fountain in the lobby. But the mood inside Wednesday was dark, as the Republican governors Association gathered to try to rebuild a brand badly tarnished at the polls.

Newsweek

What Went Into the Updated Pepsi Logo

Pepsi would not discuss what it's paying for the revamp, but experts estimate the cost for a top firm to work five months at north of $1 million. But that's just the beginning. The real cost, said an expert, is in removing the old logo everywhere it appears and putting new material up. For Coke or Pepsi, when you add up all the trucks, vending machines, stadium signage, point-of-sale materials and more around the world, it could easily tally several hundred million dollars, the expert said.

Ad Age

Pepsi, New Bottles

Brand New

50 Stunning Examples of a great redesign

wefunction.com

PepsiCo Launches Massive Overhaul

PepsiCo today said it will pour some $1.2 billion over three years into a push that will include sweeping changes to its brands, including what Chairman-CEO Indra Nooyi characterized as a revamp of "every aspect of the brand proposition for our key [carbonated soft drink] brands. How they look, how they're packaged, how they will be merchandised on the shelves, and how they connect with consumers."

Ad Age

Stop & Shop unveils new logo

Gone are the red and green traffic lights that served as the company's symbol since it opened in 1914 In their place: a yellow bowl with three colorful halves that can be interpreted as bowls of fruit, bread or ingredients, the company's spokesperson said.

Boston Globe

More Bounce for Bounce

It is significantly difficult to get excited about dryer sheets — those scented thingies you put in the dryer to make your clothes smell better and cling less to your underwear — but this redesign is relatively exciting. Bounce, a product from the infinite P&G empire, recently launched a complete redesign of their full line of dryer sheets, which come in a variety of scents and styles. A large variety.

Brand New

Less Hyphen, More Burst for Walmart

Brand New

Wal-Mart Plans New Logo to Update Image

Part of Wal-Mart's continuing effort to update its once-dowdy image, the new logo for signs and building facades includes white letters on a burnt-orange background followed by a white starburst, according to an artist's rendering that the company filed recently with planning officials in Memphis, Tenn.

Wall Street Journal