An efficient logo is important to build the identity of a brand. You would be surprised to know that not all the top brands that we see today had the same logo since their start. Many of them had to change their logos to revive their identity. A study of the logos of some of the top brands shows that a logo does not have to be complicated to be effective. Infact, simplicity and smartness in a design can produce stunning results. Here is a list of the logo designs and their designers of some of the famous brands that we see today. And yes, not all good CEOs are good designers! Check it out for yourself.
Google Logo
The first ever computerized version of the Google logo was designed by Google’s co-founder, Sergey Brin back in 1998 using the free graphics program GIMP. Later, an exclamation mark was added, mimicking the Yahoo! logo. The now-famous logo was designed by a graphic designer named “Ruth Kedar”. A number of color iterations were made before finalizing the logo. “We ended up with the primary colors, but instead of having the pattern go in order, we put a secondary color on one of the O’s, which brought back the idea that Google doesn’t follow the rules”, says Ruth Kedar. Google logo also includes various modifications and/or humorous features, such as cartoon modifications, of their logo for use on holidays, major events etc. These special logos, some designed by Dennis Hwang, have become known as Google Doodles.
According to Ruth Kedar, she was teaching design at Stanford University in 1999 when she was introduced to Larry Page and Sergei Brin by a mutual friend at Stanford. She was asked to design some preliminary designs keeping in consideration the uniqueness which differentiated Google from other major search players in the market (Yahoo, Excite, HotBot etc.). Her approach and design style was chosen and this is what we have today. The typeface for the Google logo is based on Catull, an old serif typeface. Ruth Kedar was also commissioned by Adobe Systems to be one of the designers of the Adobe Deck. She went on to design the award winning Analog Deck and Duolog Deck. Today, Google has evolved into a much more complex entity beyond our wildest imaginations. Who knew it would become one of the recognized brands in the world, and would be pronounced as a noun as well as a verb?
Google Logo over the years
- Official Google logos
- Google logo collection
- Google Logotypes Online Collection
- Google Logos Collection
Apple Logo
Apple’s first logo was designed by Ronald Wayne and Steve Jobs himself which depicts an image of Sir Isaac Newton sitting under an apple tree (Whoops!! Imagine this logo being used as a tattoo on a chic! Sorry, Steve!). Soon after, it was replaced by Rob Janoff’s “rainbow Apple” logo, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Rob Janoff is a Graphic designer and has designed a number of corporate logos and identities, including TV commercials. Jobs liked the logo and insisted it to be in color, as a way to humanize the company (whatever that means!) .
A number of theories roam around explaining the use of bitten apple. One states that the bitten apple pays homage to the famous mathematician Alan Turing, who committed suicide by eating an apple he had laced with cyanide , and the rainbow colors of the logo were rumored to be a reference to the rainbow flag, as a homage to Turing’s homosexuality. However, Rob Janoff brushed off these theories stating them to be wonderful urban legends, but, unfortunately, “B.S.” Apple has produced the logo in a number of color transitions using a monochromatic version, and now uses a popular shade of chrome.
Apple Logo over the years
RobJanoff.com, Rob Jannof’s Homepage
A radio interview with Rob about the Apple logo
FedEx Logo
The man behind the designing of currently used FedEx logo is Lindon Leader of Landor Associates. The logo has won over 40 awards, internationally. It has also been ranked as one of the eight best logos of the past 35 years.
The original Federal Express logo was designed by Richard Runyan back in 1973. It consists of the name ‘Federal Express’ in a diagonal position with a blue and white background. An arrow is located in the negative space between the ‘E’ and ‘X’ pointing rightwards, a feature neglected by many. The arrow in the FedEx logo has been used as a form of a unique advertising of the brand, symbolizing forward movement and thinking. Lindon Leader is a graduate of Stanford University and Art Center College of Design. His work has been featured in numerous publications and acknowledged worldwide.
Firefox Logo
The current Firefox logo design is credited to a number of artists. An initial sketch was created by Stephen DesRoches of Silverorange on Prince Edward Island in Canada. The logo was then rendered by John Hicks in Macromedia Fireworks in 2004 based on concepts from Stephen DesRoches and Daniel Burka (Ex-Creative Director at Digg), partially inspired by artworks found in his childhood bible. (See pic below via idsgn).
The current version of the Firefox logo includes finer detail and depth shading on the fox, and flames that wrap around the glossy globe that has more abstract land formations.
Download Firefox Logo (4500px x 4330px, PNG 32 bit, alpha transparent (Perhaps the biggest logo of Firefox)
Yahoo! Logo
The original logo of Yahoo! , known as the “Jumping Y Guy,” which featured a blue circle representing the Earth, and a yellow Y-shaped stick figure leaping from the Earth, backed by a purple shadow was designed by David Shen, the 17th employee at Yahoo!. Later, Shen partnered with an ad agency “Organic Online “to design the logotype. Designer “Kevin Farnham” (CEO, Method) from Organic Studios leaded the project.
They needed a horizontal logo as it took less space than the vertical jumping “Y” guy. They finally settled on Able font, which they modified and made purple. The red logo has been used for several years but now Yahoo! plans to extend the purple logo to all its networks. The name Yahoo! is an acronym for “Yet Another Hierarchical Officious Oracle”.
Yahoo! Logo through the ages
Coca Cola Logo
The famous Coca-Cola logo was created by Frank Mason Robinson, the book-keeper of John Pemberton, in 1885. He was the person who came up with the name and chose the logo’s distinctive cursive script.
The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The red and white colored scheme in the Coca-Cola logo was kept simple and distinctive to lure young minds. The logo was registered in 1887 and has since had very few variations from the original.
Nike Swoosh
The Nike logo, also known as the “Swoosh”, was created by a graphic design student, Carolyn Davidson in 1971 at Portland State University. She started as a freelance worker for the company, Blue Ribbon Sports, owned by Phil Knight. Working together they selected the mark now known as the Swoosh worldwide. Carolyn had agreed to charge them at a rate of $2 per hour. After completion of the design, Davidson submitted a bill for $35 for her work. (In 1983, Knight gave Davidson a diamond Swoosh ring and an envelope filled with Nike stock to express his gratitude.) I have been looking frantically for a picture of Carolyn fo like 6 hours but haven’t succeeded. Why don’t designers have a proper photo shoot or something? If you have a picture of her, kindly share with us.
Oiginal Nike Logo Sketch (Courtesy: Carolyn Davidson)
Starbucks Logo
Starbucks is a company, well known throughout the globe primarily for its coffee. The logo was designed by Terry Heckler of Heckler Associates. The iconic mermaid was based on a classic 15th century Norse woodcut of the mythical siren.
The original starbucks siren was topless with a fully visible double fish tail. In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version, used since 1992, her navel and breasts are not visible at all, and only vestiges remain of the fish tails.The vintage brown logo sparked some controversy due in part to the siren’s bare breasts. The logo had to be altered when Starbucks entered the Saudi Arabian market in 2000. The mermaid was removed leaving only the crown. However, a retro, all-brown version framed by “Starbucks Fresh Roasted Coffee” is temporarily in use. One thing is for sure, Starbucks logo has become less naughty over the years.
McDonald’s Logo
McDonald’s logo was created by Jim Schindler in 1962. McDonald’s logo has proven itself to be an insignia of multinational business expansion. Schindler’s work was a development of the stylized ‘v’ logo sketched by Fred Turner, which was conceived as a more stylish corporate symbol than the Speedee chef character that had previously been used. The McDonald’s name was added to the logo in 1968. Elegance, significance and solid corporate character are clearly depicted by the golden arches of the McDonald’s logo. Later in 1968, the name “McDonald’s” was adjoined with the McDonald’s logo.
The two golden arches were initially designed to resemble the new arched shaped symbols on the side of the newborn restaurant. Later, the designer of the McDonald’s logo merged the two arches to outline the famed “M” now identified globally. Hence, the McDonald’s logo possesses a simple golden colored “M” which reflects the name of the food chain.
McDonalds Team in 1968 (Courtesy: JuneMartino.org)
IBM Logo
IBM has undoubtedly proven to be the world’s most decipherable logo design. It is one of the best examples of a simple yet attractive emblem and is truly an ideal illustration of the brand. Initially, the company adopted a globe version for IBM logo. However, when the globe version failed, the company employed a friendly and easy image for the logo design. In the renovated emblem, the letters ‘IBM’ were inscribed in a bold and impressive typeface by Paul Rand, a legendary graphic designer. After some years, this IBM logo was again revamped but the alphabets were featured in the same manner.
IBM Logo through the ages
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November 15th, 2009 at 10:39 am
Very interesting, thank you for sharing. I only knew about the Nike logo (it’s a funny story), Coca Cola and Google’s color theory revised
.-= Tarya´s last blog ..50 people =-.
November 18th, 2009 at 10:34 am
very nice post i like that………….
nice work keep it up
take care
November 23rd, 2009 at 10:56 am
Thanks for sharing. I always find the stories behind logo designs really interesting.
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March 4th, 2010 at 1:02 pm
@Restaurant Devon
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