三个例子看品牌logo的演变

Logo是品牌树立中不可或缺的环节。而在历史的进程中,时光荏苒,Logo也会随之不断演变。

Coca-cola Logo设计演变

One of the most widely-consumed cola brands, Coca Cola introduced its logo in the same year it was launched. However, the logo was too basic. It contained the name of the drink in slab serif (有粗截线的西文字体)and chunky sans serif (无衬线字体)script. The famous logo of Coca Cola with Spenserian script came up in 1887 when Frank Mason Robinson revamped its first design.

In 1985, the Coca-Cola Company took a huge risk, announcing that it was changing their formula. Along with the change they redesigned their logo. After a massive firestorm (抗议的热潮,风暴)of consumer protests Coca Cola retracted to the previous design. 

 ———excerpt from《10 Iconic Logo Redesigns of the Last Century》

1985年的可口可乐logo设计是不太好看,看来消费者对品牌的审美最有发言权。从黑色的文字到确立了红色作为自己的品牌色,从单调的文字样式到灵动飘逸,传达了可口可乐喝完的自在舒爽感,融合了味觉,视觉和触觉~

再来看百事可乐的logo变化~

Pepsi的logo演变过程

One of the oldest beverage brands, Pepsi has a history of logo makeovers(大转变). Starting from its first logo design in 1898 which was a bit of scribbling created by its owner, the company has tested various versions before it got the current design.

The logo underwent a first major makeover in 1962 when Pepsi dropped the word “Cola” from its script. It was then remade only with word Pepsi along with a bottle cap in background showing red, white, and blue colors. Since then, Pepsi’s logo has undergone several redesigns with slight typeface changes before getting its final design.

———excerpt from《10 Iconic Logo Redesigns of the Last Century》

从最初花里胡哨的文字到最后简单三色图,这样的改变也很让人怦然心动


McDonald’s Logo演变过程

The first logo of this leading fast-food restaurateur featured its earlier name “McDonald’s Famous Bar Be Que” where the word famous was placed between two parallel lines. It underwent a second redesign in 1948 when the company changed its name to McDonald’s Famous Hamburgers. This design was retained until 1953 when the designer created a mediocre design that showed a cook.

It was not until 1962 when Jim Schindler introduced the famous arches in its design. The idea of Golden Arches(金色拱门) was inspired from architectural design of McDonald’s restaurant that resembles an M. In 1968, McDonald’s logo was again revamped and this time the letter M was slightly erected and its typeface was changed to solid gold(纯金色). This logo remained as the brand identity of McDonald’s for the next 15 years. In 1983, the red background was added in the logo, while its typeface was changed to white. This logo is still the brand identity of McDonald’s.

  ———excerpt from《10 Iconic Logo Redesigns of the Last Century》

从很多文字到只有一个字母~

一个形象的字母能述说更多品牌故事

综上所述,品牌logo可以是有代表的图案,文字或者字母。

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