Everyone’s favourite internet search engine started out as a homemade graphic, created by co-founder Larry Page. It was revised when Google officially launched with the order of the now synonymous brand colours being settled upon in an update in 1998. The logo has consistently worked toward being simplified from the outset. Over time, bevels have been dropped, shadows removed and the once prominent exclamation was axed. In 2015 the logo saw its biggest revision to date when it emerged free of serifs (the flourishes that finish the strokes of the letters) in its own bespoke typeface. The visual identity remains, but the new typeface made the logo look more modern. Coupled with a stand-alone G icon, Google keeps its familiarity whilst spearheading the thrust into being effortlessly flexible, ultra-slick and timelessly simple.
You can see a cool video of Google’s logo evolution here
BMW has taken its logo on an evolutionary journey. You can see from its conception over 100 years ago that it has barely changed in all this time. It features the colours and pattern (albeit reversed) of the Bavarian flag. They’ve modernised the typeface several times, stepped away from gold in the logo and over the years added depth with textured gradient highlights and shadows. These changes have been made over many years and each time they’ve been very subtle but ensure the logo keeps pace with contemporary design with an up-to-date feel.
Probably one of my favourite brands of all time, Guinness draws on its rich history with the latest iteration of the logo. Unlike Google and many other brands Guinness has gone against the theme of simplifying and the latest version of the famous harp is a beautifully textured and detailed mark. It is a brand not scared to tread its own path. Along the way though, they have stayed absolutely true to the brand elements, making small evolutionary changes as the years have gone by. Because of this, their most recent logo allows them to call back on long-standing heritage and that is why this most recent logo works so well. It’s authentic, recognisable, modern and yet it looks as though it could have always been this way.
You can read more about Guinness’ latest redesign, undertaken by DesignBridge here
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