A logo evolves over time, in decades at least, or at an even slower pace, nevertheless. It’s an evolving mirror of a brand’s expansive pursuit, through different times, époques.
What remains timeless, through the years (and even through centuries in some cases) is the main graphical symbol: it’s brand mark. The initial concept stays the same and it’s form evolves through minor refinements. It seems, typography suffers the most drastic change during this metamorphosis, due to the numerous styles of typography emerging from time to time, becoming a trend and getting attuned to the mainstream visual pulse of the society . There are cases when even the custom typography created as part of the visual identity, becomes the subject of an update, or a minor change regarding the structural quality of the logo. Style affects mostly the typography, while the main graphical element becomes the subject of minor adjustments or tweaks.
Whenever I design a graphical symbol as corporate or brand identity, my aim is to deliver a timeless logo, a logo which could represent the brand values for decades at least, a solid, invulnerable, harmonious logo. Beyond memorability, uniqueness, readability and clarity, a logo representing a company or an institution, needs to be timeless.
The style of a logo carries also weight, due to the nature or the profile of a brand or corporate entity, but shouldn’t be in my opinion, the defining attribute of a logo. Style can be an obstacle in achieving a timeless image.
Let’s take a look at the info-graphic below, depicting the logo evolution of three very famous brands: Mercedes, BMW and Starbucks.
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Text & Infographic © Narcis Lupou