The Evolution of Corporate Logos

Google has featured a variety of logos since the company itself was renamed from BackRub. The present logo that Google officially uses was drawn by Ruth Kedlar, and it is built upon the Catull typeface. Google also uses different alternations of its logo, with some being humorous, while others are thematic, commemorating holidays, birthday of renowned people, or even prominent events such as the Olympics. These logos have come to be known as Google Doodles. YouTube, which is a subsidiary of Google, also comes up with such special logos, known as Yoodles to mark special occasions. Altogether, as of February 14, 2011, Google has had 1002 logos.

Since its inception, Motorola’s logo has undergone various changes, manifesting its popularity through the initial years of its existence. The original cursive design was altered to a straighter, mechanical one in 1941. Two news designs were unveiled in 1947 that were more sophisticated and elegant. The ‘M’ insignia was redesigned with a ring in the 1960’s. In 2001, this was changed to an ‘M’ on a solid disk. This made the logo appear more solid and catchy, but it was also felt that the original symbol should be left as it is, in order for the company to maintain its recognition. Today, Motorola’s logo continues to reflect the popular qualities that the company is known for – quality, creativity, and strength.

The Apple logo is perhaps the most commonly recognized organizational symbol. The first of these was created in 1976, and it showed Issac Newton seated beneath an apple tree. A quotation by William Wordsworth was also written into it that read “Newton … a mind forever voyaging through strange seas of thought”.

During the last few years, the Apple logo has been seen in several different colors. However, bright colors no longer appear in the logo; the company has opted to use white and raw aluminum shades. The shiny chrome logo appears to fit perfectly. For any reason that Apple had to change its logo, the new version was well received and admired by its customers. It appears quite sharply and prominently on all Apple stores and products.

The Canon logo is also a well known one, with its bright, red color. However, this logo too has undergone several changes before it evolved to its current design.

When Canon embarked on a large scale marketing campaign, it required a brand name that would be well accepted by people all over the world. Since 1935, Canon had its name registered as its official trademark. This trademark well reflected the precision technology and tools that the company was occupied with. It also echoed Canon’s aspirations to adhere to the highest industry standards.

FedEx’s original logo was created by Richard Runyon in 1973. Since then, it has featured the Federal Express name to appear in a diagonal position, with a blue and white colored background. After the company’s expansion into an overnight courier services entity, providing ground, bulky freight, and other services, its logo was changed to appear as a more dynamic one. Lindon Leader drew the new FedEx Logo, with a hidden arrow, in 1994. This arrow is shown to be pointing rightwards, and is positioned between the E and the X. This arrow has been used to symbolize a forward moving and innovative mind-set of the company. Today that FedEx has several different operating businesses; each has their own logo color. However the ‘Fed’ in all of these logos is purple in color.

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