FROM PAST TO PRESENT, EVOLUATION OF LOGO: APPLE, SHELL & COCA COLA CASES

The logo is in charge of improving brand identity and creating brand awareness. There is no place on earth that the logo cannot reach; it touches people’s lives. The power of the logos did not happen overnight, but in a long period of time. Success of logo is not only depended on its design but marketing strategies, product quality, delivery network, consumer satisfaction, advertising investments, emotional and rational benefits. Corporate ID is the most significant part of a brand. There are certain amounts of components of the corporate ID kit however the most important one is the logo. It is the memorable face of a company, which communicates with the public. Consumers recognize brands via their logos. Also, firms introduce themselves to the world by their logos. Accordingly, the logo is the most central part of a firm, providing its communication and reflecting characteristics of the firm. This study is a conceptual research which is explained with three famous logo design and literature review method is used. From past to present, changing and renewing of the different logo faces are the mean objective of this study. The evolution of successful logos will be examined over selected examples. The best-known and worldwide famous logos: Apple Inc., Shell and Coca Cola are the sample group of this study. These companies also derive the strength of their logos from other successful operations carried out by the organization, such as marketing, logistics, reputation management, quality policies, and customer satisfaction. Logo stories and changes in time will be comparatively examined in this study. How these logo changes affect the brand success will be exposed in conclusion.

Keywords

Graphic design, advertising, design, visual communication, logo, logotype, corporate id, brand, consumer, Apple, Shell, Coca-Cola