Brands need to evolve to stay relevant—and so do their logos. What worked decades ago might now look dated or fail to connect with modern audiences. Whether adapting to cultural trends, embracing minimalism or showcasing innovation, brands need to regularly redesign and update their logo for growth and adaptability. For small business owners, understanding how famous brand logos have evolved provides valuable lessons for logo redesign. Read on for 11 famous brand logo evolutions—from Canon to Shell—that will spark logo design ideas.
- As a business evolves, so should its logo. Whether expanding into new markets or launching new products, a logo communicates major changes, signaling innovation and progress.
- While modernization is essential, don’t lose sight of your brand’s history and identity. Keep key elements like colors, shapes and symbols that are significant to your business, reassuring existing customers while attracting new ones.
- Logo updates are necessary to maintain relevance and continue to resonate with audiences. Small tweaks can keep a brand feeling fresh and modern without losing its identity.
- We can learn from the evolution of famous brand logos. While brands like Apple and Microsoft have made minimal minor adjustments to their logos over time, maintaining their core identity while embracing modernity, Chevrolet and Pepsi have had many logo iterations over the years.
Why logo evolution matters
Your logo is often the first impression customers have of your brand. To stay impactful and attract new audiences, logos need to evolve.
Here’s why it might be time for a logo redesign:
- Changes in brand values: Businesses grow, expand and shift focus, and their logos should reflect and communicate these developments.
- Design trends: While it rarely works to be too trendy with logo design, understanding color trends, font trends and graphic design trends can show your audience you have your finger on the pulse.
- Increasing brand recognition: Simplified logo designs are easier to recognize and more versatile across different platforms, so if your logo is outdated, it may be time to simplify it.
- New competition or audience: A logo redesign might be just what you need to appeal to new audiences and show existing customers why they should choose you over competitors.
If you’re starting from scratch, discover how to design a logo in our ultimate guide.
1. Shell: Creating iconic symbols
The evolution of the Shell logo highlights a shift from literal depiction to simplified symbolism. Shell’s original 1900 logo design—a basic illustration of a seashell—was functional for its time but lacked the bold, attention-grabbing simplicity necessary to attract customers today.
Shell logo evolution from 1900 to today
By 1904, Shell introduced a more recognizable, front-facing shell logo design, removing much of the ambiguity over what the object is. Although these details were realistic, the finer elements don’t translate well at smaller sizes or in more modern contexts like smartphone icons or signage.
Shell logo, 1904
Shell logo, 1948
Shell introduced its iconic red and yellow brand color scheme in 1948, a bold move inspired by color psychology and technological advances in color printing. The color combination—usually reserved for the fast food industry—conveys energy and action, qualities that align with Shell’s brand identity.
Over the years, Shell continued to simplify its logo design, with smoother edges, fewer details and a bolder outline. Today, the famous brand logo has evolved to be so recognizable that the company name can be left out entirely, and consumers still know who they are. This is a great example of strong brand awareness at play.
2. Baskin-Robbins: Highlighting unique selling points creatively
Baskin-Robbins’s USP has always been its wide selection of ice cream flavors. We don’t even need to tell you how many because their branding has done its job over the years. The original logo design embraced this selling point by featuring the number 31 prominently so that customers would associate the Baskin-Robbins name with a multitude of flavor options.
Baskin-Robbins logo evolution from 1945 to today
Baskin-Robbins logo evolution from 1945 to today
This famous brand logo evolution is a case of improving on the original design rather than “fixing” it. In 1991, Baskin-Robbins opted for a more modern, minimalist logo with a pink and blue color scheme, reflecting its playful, family-friendly brand personality. It also refined the “31” element, framing it within a circle that subtly resembles an ice cream scoop.
Baskin-Robbins logo, 1991
In 2006, they took this concept even further by combining the “31” with the letters “BR”. This builds on the strategy they’ve used since the beginning—associating their brand name with their unique selling point.
Baskin-Robbins logo, 2006
Then in 2022, Baskin-Robbins unveiled a fresh and memorable logo, marking the latest evolution in its branding journey. This logo redesign retains the iconic “31” hidden within the “BR” lettering, continuing the clever visual nod to their USP but with a more modern aesthetic using bolder typography. The pink and blue color palette, which had long been its signature brand colors, was updated to brown and pink, recalling the brand’s original logo and history.
3. Levi’s: Embracing heritage while simplifying
The story of Levi’s logo evolution is one of minimalism and simplification. While a detailed and wordy logo was effective in the 1800s, over a century later, it’s too intricate for modern applications like digital ads or mobile devices. The current logo is simple enough to print clearly on a small garment tag while remaining instantly recognizable and using a red that makes sure its branding stands out.
Levi’s logo evolution from 1890 to today
Unlike other famous brand logo evolutions on this list, Levi’s embraces its original logo design: you can still see a simplified version of their first logo on some of their jeans. After all, two horses failing to rip a pair of Levi’s jeans in half still communicates the product’s sturdiness, just as it did in 1890. Because this imagery still resonates with customers, Levi’s has simplified its logo to modern design standards while honoring its heritage.
And when Levi’s does have the opportunity to feature a more detailed logo, they can fall back on their original, reminding customers of their products’ enduring quality and craftsmanship, saying, “Hey, we’ve been doing this for over a hundred years!”
4. Apple: The power of minimalist design
The evolution from Apple’s original logo to the sleek, iconic design we know today is a masterclass in simplicity. Recognizing that its detailed 1976 logo, which depicted Issac Newton sitting under an apple tree, was impractical for modern branding, Apple switched to the minimalist silhouette logo within the same year.
Apple’s logo evolution from 1976 to today
Although Apple has experimented with color and finish over the years, the silhouette has remained unchanged. As digital trends shifted, so did its logo—becoming the clean, monochromatic icon that perfectly embodies its straightforward, minimalist aesthetic. Apple’s logo design works because it’s simple, scalable and unmistakable—when you see the Apple logo, you immediately think of Apple products. Whether embossed on a product or displayed on a billboard, it’s instantly recognizable.
5. Canon: Refining for global recognition
Canon’s logo evolution reflects a thoughtful approach to global branding. The company’s original logo was a tribute to Kwanon, the Buddhist goddess of Mercy. While meaningful to the founders, this 1934 logo design was too intricate and too difficult for international audiences to interpret. The name, along with the religious imagery, did not translate well to American markets, so the camera brand quickly revised its logo and registered the “Canon” trademark.
Canon’s logo evolution from 1934 to today
In 1935, Canon adopted a wordmark logo that was simpler and more appealing to its target audience. Over time, they modernized the wordmark font by making adjustments to the letterforms. The letter strokes got bolder and the serifs more pronounced, although the strong character reflected in the sweeping inward stroke of the “C” has remained intact from the day that the company was founded.
Don’t know the difference between a monogram logo and a wordmark logo? Read our article on the types of logos and how to use them.
By the mid-20th century, Canon had added the attention-grabbing red that remains a cornerstone of its branding. Today, Canon’s wordmark logo is bold, timeless and associated with innovation in photography.
6. Starbucks: Modernizing while preserving its muse
The Starbucks logo has undergone one of the most dramatic evolutions in branding history. The original brown logo design featured a detailed drawing of a mermaid that reflected the coffee brand’s nautical trade roots. While meaningful, this intricate 1971 design lacked the universal appeal needed for a growing brand. What’s fascinating about the Starbucks logo evolution, though, is that despite the original logo’s flaws, the subsequent redesigns remained surprisingly faithful.
Starbucks logo evolution from 1971 to today
“The Siren is our muse, the face of our brand. Her image and our strong wordmark are our most recognizable brand assets.”—Starbucks
Starbucks logo, 1987
Starbucks logo, 1992
The 1987 logo redesign, which first introduced the iconic green that now defines the Starbucks logo, is a noticeable step up from the original logo design. In 1992, they further simplified the twin-tailed mermaid, making her more visually appealing. This logo evolution into a design that is simple enough to be printed on a coffee cup signaled the brand’s shift from a regional chain to a global powerhouse.
By 2011, Starbucks was a household name and its distinct green logo was easily recognizable, so it took the bold step of removing its name, leaving only the green mermaid. This move, supported by decades of brand recognition, reinforced its status as an iconic global brand.
“The preferred approach is to use the Siren logo by itself, unlocked from the wordmark. This allows flexibility to present the Siren with greater prominence while maintaining a considered, open and modern presentation.”—Starbucks
7. Pepsi: Adapting to design trends
Pepsi’s logo evolution is a testament to adaptability, with 12 redesigns over 122 years. From the ornate wordmark in 1898 to its simple, bold logo design today, Pepsi has continually updated its brand logo to align with cultural trends and consumer expectations.
This year’s top logo design trends can help ensure that your logo appeals to modern audiences.
Pepsi logo evolution from 1898 to today
Pepsi logo evolution from 1898 to today
Pepsi stuck with its red wordmark logo until 1940 (interestingly, its rival Coca-Cola didn’t start using red until the 1950s). The redesigns in this period revolved around different typography and even added calls-to-action like “Drink.”
Pepsi logo, 1906
Pepsi logo, 1950
We didn’t see anything close to Pepsi’s current logo until 1950 when they framed their now-iconic red, white and blue wavy stripes in a circular bottle cap. Over the years, the globe has become a defining feature of the Pepsi brand, evolving in shape and accompanying different fonts to reflect design trends and appeal to new audiences.
Pepsi logo, 1962
Pepsi logo, 2008
In 2008, Pepsi had one of its boldest redesigns yet. Although they didn’t abandon the three-tone circle emblem, they did reenvision it, with a new asymmetrical wave and lower-case typography, reflecting late 2000’s design trends. This famous brand logo evolution communicates a casual, approachable brand personality, aligning with Pepsi’s target audience.
Read our guide to logo redesign to discover the five key questions to ask before redesigning your logo.
8. Chevrolet: Balancing consistency with contemporary updates
Car lovers can recognize Chevrolet’s “bowtie” logo from a mile away, but this didn’t feature in the original logo design. The company’s 1911 logo was a handwritten wordmark while the famous bowtie emblem didn’t appear until two years later in 1913, apparently inspired by wallpaper the founder saw in a Paris hotel.
Chevrolet’s logo evolution from 1911 to today
Despite Chevrolet’s bowtie logo evolving in color and typography, the shape has remained consistent for over a century—the bold, sturdy and symmetrical form communicating strength and reliability.
Chevrolet’s logo evolutions, 1914 and 1950
Chevrolet’s 2003 logo redesign introduced the silver and gold brand color scheme it’s now known for. The metallic finish adds elegance, luxury and modernity—a strategic and deliberate choice for market positioning. These logo updates strike a balance between tradition and innovation, ensuring Chevrolet’s branding resonates across generations.
9. Microsoft: Signaling innovation through logo design
Microsoft’s logo evolution exemplifies the balance between simplicity and brand storytelling. Its bold, italicized wordmark logo with a notch in the “O” was functional and reflected a forward-thinking attitude, but lacked a visual element to tie it to their expanding product suite.
Microsoft’s logo evolution from 1987 to today
In 2012, Microsoft unveiled a new logo, with a multi-colored window icon alongside a modern, sans-serif font wordmark. Each square of the window represents a core Microsoft product offering: blue for Windows, red for Office, green for Xbox and yellow for general innovation. The clean lines, bold colors and grid-based design brought clarity to Microsoft’s visual identity. The window icon also emphasized Microsoft’s role in offering tools that open possibilities for users.
10. Doritos: Aligning the logo with the product
Doritos’ original 1964 logo reflected the vibrant, playful font trends of the time. While fun, the logo design lacked relevance to the product. This is an example of how using design styles that are trending can make your brand seem modern and cutting-edge for a while, but will probably make your logo look outdated in a few short years.
Doritos logo evolution from 1964 to today
In 1985, Doritos introduced a triangle to dot the “i” in its logo, symbolizing a Doritos chip. By incorporating a bold, triangular shape and using a fiery red and yellow color scheme, Doritos tied its logo directly to its product, increasing brand recognition. But it was the 1992 logo redesign that was the real game-changer, adding energetic, electrified lines to emphasize excitement and flavor.
Doritos logo, 1985
Doritos logo, 1992
Find out how colors influence brand perception by understanding color psychology.
Throughout the 2000s, Doritos experimented with different versions of the triangle. But it was the 2013 update, which is the logo we see today, that refined the energetic concept with a cleaner, sharper look, reinforcing Doritos’ reputation as a bold and adventurous snack brand.
11. Buick: Reinventing logos to stay relevant
Like Pepsi’s, Buick’s logo evolution is one of adaptability, persistence and reinvention. Over a century, Buick has reinvented its logo over and over again, from wordmarks to birds of prey and crest shields.
Buick logo evolution from 1903 to today
Buick’s original 1903 logo design reflected the industry’s infancy but quickly became outdated—a man in a top hat walking across the Arctic circle pulling a steam engine hardly says “modern car company.” Within only two years, the brand’s logo had evolved to an elegant gold wordmark logo design using a script font, based on David Dunbar Buick’s signature.
Buick logo, 1905
Buick logo, 1911
It was from the 1959 crest logo featuring three shields, positioning Buick as a premium car manufacturer, that Buick’s current logo design was born. Since then, the three shields, diagonal lines and red, white and blue color scheme have survived various iterations. The only major redesign was the Buick Hawk logo, introduced in 1975 with the launch of the Buick Skyhawk and quickly expanding across all car lines due to its popularity.
Need some more logo design inspiration? Let us help you spark your creativity.
Buick logo, 1937
Buick logo, 1959
Buick logo, 1975
Buick logo, 2002
In 2002, Buick modernized its logo even further, adopting a sleek, silver design, aligning with the aesthetics of the new millennium. In 2022, Buick introduced another logo redesign, embracing a more streamlined and contemporary approach. The three shields, a signature element of the brand’s identity, were reimagined in a horizontal alignment, moving away from the traditional diagonal layout. This change symbolized a fresh start for the brand while maintaining ties to its heritage.
How does your logo evolve?
Wherever you are in your logo evolution journey, if you’re looking to redesign a logo, you can partner with a freelance graphic designer to work on your custom logo via 99designs by Vista. Or, get a unique, professionally designed logo with our essential logo package.
Famous brand logo evolution FAQs
How have company logos evolved?
Over time, brand logos have evolved from intricate, literal depictions to more versatile, simplified designs. Advances in technology and changing consumer preferences have driven this shift, with scalability and clarity being key priorities in modern logo design.
Why do companies redesign their logos?
Businesses update their logos to stay relevant, appeal to new audiences and reflect changes to their products or values. Brand logo redesigns often happen alongside rebranding or expansion into new markets.
What are some notable examples of famous logo evolutions?
Brands like Levi’s, Canon and Pepsi have made major changes to their logo over the years, evolving from detailed designs to clean, minimalist icons. Each redesign signifies business growth while keeping hold of core elements to maintain brand recognition.
How do logo changes impact brand recognition?
An effective logo redesign can boost brand recognition by making the logo more memorable and relevant. However, major changes without a clear strategy can confuse customers, so gradual updates are often better.
Are minimalist logos a recent trend?
Minimalism in logo design has gained popularity in recent decades, driven by the need for scalable designs that can be used across digital platforms. While not entirely new, the minimalist logo trend continues to dominate because it keeps brand logos looking clean and timeless.
