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The Evolution of Modern Logos
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The Evolution of Modern Logos ---
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Researching the history of a number of modern logos, including those for Apple, Shell, and Google, I have gained a new perspective on just why and how so many symbols have evolved to become what they are today. From the earliest version of the McDonald’s logo, released to the public in 1940, to the first of the Microsoft Word brand logos dating from 1983, the outdated versions of these symbols were once significantly different than those that are recognized now. Consisting mainly of textual elements, these early logos lacked the color that’s often associated with the signage and other branding platforms that currently exist. From failing to attract members of their target audiences to proving cluttered and unrecognizable, the first logos needed to undergo several revisions and considerations over time to become the identifying company characters we know them as today.
As a graphic designer, I am aware of the importance that elements like shape, color, and typography play in all works of design. Examining McDonald’s’ first mark, it was obvious that the completely black, mainly textual, and overall adult-like, cold logo didn’t feature any of these characteristics. Using no apparent shape, only black color, and relying simply upon a serious, unfriendly typeface, it was immediately clear to me that this early logo failed to serve its intended purpose. Even though it might have appealed to an limited number of adult diners, the boundless energy and upbeat activity of excited, youthful visitors that today delight at the sight of McDonald’s stores wasn’t contained anywhere in the brandmark. Incorporating the design element of shape into its 1948 update, along with a rounded, more enthusiastic typeface, the next version of the symbol was clearly much better suited for an audience made-up more inclusively of children. Despite the more obvious intention of this form, it wasn’t until 1961 that the three qualities of color, shape, and type, were used together in the McDonald’s logo in order to appeal to a wholistic clientele.
Although not intended for a following of children, the first Microsoft Word logo also didn’t feature any of the three, previously mentioned, important qualities of design. Like the initial McDonald’s symbol, the Word logo representation was written using only black, uninviting type and had no clear element of shape in its layout. As a whole, it was noticeably boring and completely unlike the recognizable logo that is advertised by the company today. While the newest variation of the Word brand letterform relies on a bright, blue color with which to creatively entice users, the earliest symbol was totally unsuccessful in emphasizing the unlimited possibilities of creativity that are associated with the brand now. In a similar fashion to the McDonald’s logo, the Microsoft Word symbol failed to meet its desired audience and didn’t fully embrace a compelling creative look until its 1991 revision.
Reflecting on the multiple changes made to logos, like those for McDonald’s and Microsoft Word, I can now better appreciate the thought behind and revisions taken to produce each variation. While every version of a logo may look different than its counterparts, having investigated some of the most iconic of today’s brandmarks has shown me that each step in the creative process is crucial. Even though a logo might require several transformations in order to best impact viewers and make an impression in the minds of all who see it, every one of these alterations allows for it to “grow” and develop as it becomes more appropriate for its intended purpose. Again, reflecting on the multiple changes made to logos has enabled me to truly understand the significant amount of thought and careful consideration added to the creative process behind each of them. Without having studied the many symbols that surround us in society today, I definitely wouldn’t be able to have developed so much as a professional graphic designer.
External Links:
https://webflow.com/blog/famous-logos
https://www.smashingmagazine.com/2010/07/the-evolution-of-the-logo/
https://www.designhill.com/infographics/history-evolution-of-logos/
https://www.creativebloq.com/features/the-history-of-logos
https://www.crowdspring.com/blog/mcdonalds-logo/