Brand Evolution helps businesses stay fresh and relevant. By looking at the logo, packaging, product and advertising design of a brand – comparing their early branding iterations with the latest version – we get a clear picture of what has changed and what has stayed the same over a period of time. This can help us understand how a brand values and target market have remained consistent or evolved over time. It gives us a historical snapshot of what was fashionable and popular during a particular period of time and it reveals major trends and developments in branding.
Here are 5 examples of classic and modern branding that will serve as a great source of design inspiration and demonstrate what has stood the test of time.
Pepsi-Cola founder Caleb Bradham scribbled the first company logo in script. Pepsi progressively simplified the logo to take a more minimalist approach while still retaining some of the script-like curves of the original logo.
Cadbury Dairy Milk Chocolate is one of the most famous chocolate brands and its purple and gold colour palette has been consistent since its launch in 1905. Cadbury originally had more decorative packaging to seduce new customers; however, today Cadbury appeals to customers with the goodness of chocolate and imagery that represents the company’s well-known tagline “a glass and a half of full cream milk in every bar”.
The defining elements of the BMW logo have remained unchanged for nearly a century reflecting the historic prestige of the luxury car brand.
The Shell logo is one of the most recognized symbols in the world and it evolved since the 1930s in line with trends in graphic design. Gradually modified from a more realistic iteration, the current Shell logo is distinctive with simple lines and bold colors. This progressive simplification worked to improve recognition and memorability
It’s hard to believe how dated the first Apple logo looked now that we are so familiar with the streamlined minimalism of everything that Apple does and represents today. The modern logo sets the tone for the company – beautiful design, simple functionality – and demonstrates the trend towards sleek design.