We could write many books about it, but it should be more interesting to analyze some popular logo case histories thanks to a gallery.

We want to present some different cases which can confirm and deny at the same time any theory about the successful logo choice.

The following ones are popular logo beloging to brands really different, but we can clearly assert that they are successful logo, for several reasons.

First of all, focus on brand consistency: should it be better to be tenacious focusing on historical awareness or update, improve and change your own brand with the passing of the time?

We would like to ask for it to Coca-Cola and Pepsi. Two competitors with different marketing strategies, different commercials, with a completely different “logo history”.

There are more than 10 Pepsi logo variations and restyling in 110 years (average one per decade). Coca-Cola has got 1 in the same time, the most famous logo in the world. It was created by a Coca-Cola book keeper in 1885, using the dominant form of formal handwriting in the United States during that period (Spencerian Script), with a few changes.

So, these are two opposite strategies.

What does this mean? Coca-Cola is nicer (hate this word), or Pepsi keeps up with the times? We don’t have the answer.

In 100 years there are incredible (and necessary) evolutions:  that’s Nokia. In order to became the brand everyone knows, Nokia had to do something more than a restyling, more than add some shades or improve the font style...

There are also some logos extremely consistent with themselves: after the first strong change they remain quite similar in years and so recognizable. This could be a strategy in order not to lose the “brand awareness” created. This is Alfa Romeo, the company logo used today is recognizable looking at 1910 version. Also Ford took a similar path, changing the logo in the early years and making a very few changes.

Sony and Metro Goldwin Mayer are other examples, but in the second popular logo case history we’re talking about a well know frame more than a logo.

The Fiat logo history also deserves to be mentioned. The brand synonymous with cars (not only in Italy) has changed completely its logo in years. Changing the form, the color, the font, the graphic treatment.

In 2006 the “new” logo is back to the origin: it is derived from the famous shield that decorated the front of Fiat cars from 1931 to 1968, with the elongated letters of the word “FIAT” standing out against a ruby red background, encased in a chromed round frame.

This popular logo case history could reassure every start-up owner: you can always adjust the aim of the concept.

Here below there is a gallery of some popular logo case histories:

Adidas

Apple

KFC

Kodak

LEGO

 Warner

 Starbucks