Sunday, 23 August 2009

Branding – logo progression

I wanted to share the following images that I have in the 'Kate vaults'. Perhaps the idea is old, but it's good to curate a few in one place.

It's interesting to see the progression of the brands from a 'visual identity' perspective. I believe the strongest brands witness minimal change over time – timelessness is an important factor for logo design. Coca-Cola is a great example of this as it has hardly changed since inception. On the other hand, Pepsi's ongoing changes do carry the 'spirit' of an age but inconsistency is not a good thing when it comes to branding when you are looking for awareness and recall.

I'm now trying to think of my favourite brand's logo – what's yours? *Off to check out Interbrand's 2008 list*


  1. You're right when you say the Coke logo hasn't changed as much as Pepsi's has over time, but that's not the complete story. You can read more about that here:

  2. Thanks for the link – you're quick. In essence, I still think the same principle applies, Coke's logo is only different treatments of the same logo, while the Pepsi logo actually has changed form.


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