The Logo Evolution of These Top 5 Brands

Posted on March 23, 2024 | Updated on June 11, 2024

Logo evolution has a significant place in the world of design. While maintaining a consistent brand identity is critical, logo changes happen constantly. Logo evolution occurs for various reasons, whether it’s a new trend or catering to unique customer preferences. 

After all, a logo is the primary opportunity to make a first impression. It can form a deep emotional connection with viewers. Yet, a logo eventually needs a fresh update to attract new target audiences. As a designer, it’s essential to understand why and which brands are the perfect example of promoting a logo evolution. 

Why Do Logos Change Over Time?

Logos are important symbols for brands. They help people recognize their favorite products and companies easily. Yet, the reason their logos change over time involves several factors. Firstly, as times vary, so do people’s tastes. A logo that looked cool and modern 10 years ago may not look the same today. Brands update their logos to freshen their look and appeal to target audiences following certain trends and guidelines. 

Secondly, logo evolution occurs because a company may be growing or changing. What they have from the start for their design may not be as fitting because it doesn’t symbolize the changes a business has made. For instance, a brand may start by offering certain services. Yet, as they evolve, they may specialize in a niche where the logo no longer aligns with the company’s services. With a new logo, it can help show these changes.

Lastly, sometimes logos change because of technology. As digital screens and printing methods improve, logos can be more detailed and colorful. Overall, logos evolution occurs to stay current with the times. 

Top Logo Evolutions That Deserve Mention

Logo evolution has occurred many times over the years, so plenty of examples exist. However, the following brands are the most well-known companies worldwide that are worth mentioning.

1. Pepsi

The original Pepsi logo first appeared in the late 1890s using a simple script design. Over the years, it has undergone several changes. While it still kept the overall same script design, it would incorporate subtle mixes of wording and different curves or slants. That was until the 1950s, when the logo adopted the iconic red, white and blue color scheme, symbolizing the patriotism of the American flag. 

Later, in the late 1960s, the design became circular, known as the Pepsi Globe. Since then, this globe has become simpler and more dynamic. While it decided to go the 3D route in the mid-90s, it eventually returned to its roots. Today, the Pepsi logo maintains that spherical shape with its brand name in the center.

2. Burger King

Burger King’s original logo was introduced in 1953, the same year the company started. It was a simple black-and-white image of a sunrise, combining the brand’s name in all caps. The company’s logo changed slightly over the years but kept that minimalist look until the 1950s. This was when it introduced color, with a king sitting on top of a burger while holding a red-and-white striped cup. Under this image showcases the brand’s name and the company’s tagline, “Home of the Whopper.” 

In 1969, the logo was revamped to include the iconic bun halves surrounding the brand name, symbolizing a burger. This logo was colorful and playful, resonating with the brand’s image. Over the years, the logo was tweaked, but the core design remained the same. 

Today, Burger King’s logo uses a modern take on the classic 1969 design. It features a minimalist, flat look with retro-inspired colors and fonts. It gives off a warm and friendly feel with a creamy orange color scheme.

3. Barbie

The Barbie logo has made a household name everywhere since the first doll was introduced in 1959. The original logo’s playful and elegant script mirrored the doll’s fun and fashionable persona. This script style played into the sense of femininity and youthfulness, aligning perfectly with the brand’s identity.

Over the decades, the Barbie logo has been updated to keep pace with changing trends. While retaining its main script style, the logo became more streamlined and modern. From 1975 to 1991, the logo was revamped with three-dimensional shaping and bolder pink with white lettering. 

Throughout the 1990s, the brand’s logo shifted to a flat design. Yet, it wasn’t until the early 2000s that the flower became part of the logo design, dotting the ‘I’ in Barbie. 

Today, the original logo is back, maintaining its playfulness and Barbie’s overall spirit and aesthetic.

4. Oreo

The famous sandwich, cream-filled cookie has been around for over 100 years. Oreo was originally introduced in 1912, and its logo was quite simple. It featured the brand’s name in a basic font and has become more sophisticated since then. Over time, it incorporated elements that featured the cookie’s unique design, like the intricate pattern on the cookie itself. In the mid-20th century, the logo adopted a more stylized font, incorporating the brand’s playful nature. 

For instance, in 1949, the logo featured the brand’s name in white on a burgundy rhombus. The font was in all caps, using a vintage sans-serif typeface. In the 1960s, the logo became more modern, capitalizing on the contemporary feel of this era. Each letter in the brand name had a white circle with four thin white lines separating them and a bright blue background.

Oreo eventually embraced changes that you’ll find similar to today. It had a thin outer white line surrounding the brand name, becoming more refined over the years. Since 2001, the logo has become more streamlined, shaping it into a three-dimensional badge with three colors to add more dimension. The Oreo name is in a bold, sans-serif font encased in a layered design. 

5. Twitter

Twitter’s logo evolution is a fascinating story of simplicity and iconic branding. Launched in 2006, Twitter’s first logo featured the brand name in a rounded sans-serif shape with a white outline. The infamous cartoon-like bird was then added at the end of the name in 2010. 

Over the next two years, the bird quickly became the central element of the brand. The standalone bird was more refined and stylized. The shape of the bird became more circular and simplified. Twitter removed the feathers on top of its head, creating a more curvy effect around the head, beak, wings and chest. Plus, it’s looking upwards, representing growth, unity and expansion. 

However, a striking change occurred following Elon Musk’s takeover. The familiar bird has been replaced with a bold ‘X’ symbol. This new logo starkly differs from its predecessors, creating a new chapter for Twitter. The ‘X’ is simple, stepping away from the playful imagery of the past. While it hones in on a different take, it’s ushering in a new era for the brand under Musk’s leadership. 

Enabling Logo Evolution to Take Place

Logo evolution is bound to happen, especially when a company is around for a long time. However, it’s important to refrain from changing a logo unless it’s for keeping up with the times or company changes. It’s essential that a brand’s symbol aligns with the company’s brand identity and persona. Doing so will appeal to target audiences and enhance its overall image.

Related Posts

About The Author

Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her exploring the outdoors with her husband and dog in their RV, burning calories at a local Zumba class, or curled up with a good book with her cats Gem and Cali.

You can find more of Eleanor's work at

Leave a Comment