How Iconic Brands Changed Their Logos

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You have churned away for years doing what lights your fire, serving customers and building your business. After a few growth spurts and your fair share of growing pains, you decide it’s time to rebrand.

Your brand is your company’s first impression maker. While branding encompasses more than a logo design, it is certainly the star of this show.  So how can you choose a killer logo that nods to the past while embracing the future?

We have talked to you about tips for successful branding, but today we want to take you into some of the most iconic logos of all time, and follow them through the evolution of their respective rebranding strategies. While rebranding strategies involve intricate campaigns and initiatives, consumers often only see the logo to start.

Remember Your Roots

There may not be anything going on within your organization that would make you want to rebrand, but it’s about evolving to keep up with changes in your industry, or to morph into a more digital-friendly brand while remaining true to your background. Below are some great examples of iconic brands who have progressed with the times without forgetting their roots.


It’s an American classic that many in our office noted reminds them of Christmastime (think those unforgettable, snow-filled commercials with the jolly Santa Claus). The logo has changed overtime, but the brand seems to always return to its classic roots. And we’re all relieved.

Coca-Cola has changed its branding many times over the years.


Texaco has undergone many logo changes since the original red star in 1901, but the brand knows its Lone Star State customers well, and has kept the star (in some capacity)  with each refresh. In 1963, the brand made the star less prevalent, but it returned to the large star we all know and love in 1981.

Texaco has undergone many logo changes over the years, but they have stuck with the red star throughout.


While the three-point star was not a part of the original Mercedes-Benz logo in 1902, it made its way into the branding strategy in 1909 and has remained. We have seen it change and evolve,  whether it be the colors or the surrounding elements, but the ever-recognizable and classic star is here to stay.

Mercedes-Benz incorporated the 3-point star into their logo starting in 1909.

Rebranding for Change

Many times, a rebrand is necessary in order to revive an otherwise failing company. If your brand doesn’t stand out from the competition, isn’t known for anything and is not heading at a steady upward trajectory, it’s time to rebrand. Of course, we would be irresponsible to mention that if nothing changes internally, a new logo and rebranding strategy isn’t going to skyrocket you into rapid growth. But, if your business is in need of a rebrand, our trusted team can help you.


We can’t mention rebrands without mentioning the beloved tech giant. And no, we’re not talking about the first rebrand that took place in 1976, which got rid of the outdated logo that featured Isaac Newton. In an ingenious move, Steve Jobs returned to (the struggling) Apple in 1997, and he did away with the rainbow of colors. This made the logo easily placeable on all products (putting it in people’s faces all the time), and while it has changed slightly at times, it is arguably one of the most recognizable logos of our time.

Apple's logo has stayed constant since 1977, but the brand abandoned the rainbow logo in 1998.

Modern Logo Redesigns

The digital culture has paved the way for rapid changes in the marketplace, and at times, that’s the only reason needed for a complete logo redesign. There may be nothing amiss in your organization, but it’s simply times for something completely different, and it’s amazing what a new logo can do to inspire those within the organization.

Olive Garden

The Olive Garden logo has changed quite a few times over the years, but its most recent change is the smartest move the company could have made on a rebrand. The new logo is fresh, clean and more usable on print materials. What the company had in the past years simply wasn’t much of a logo at all. We believe this one will carry them well into the future.

Olive Garden recently rebranded itself with a more modern logo.


Ok, so this is technically not a logo, it’s an icon, but it makes for a great visual comparison. In May 2016, the popular social network made a big change. Some of us saw the icon change on our phones overnight, left with this new and completely different icon. Luckily, this one has seemed to grow on (most of) us, and it represents where the network is and where it plans to go. On the app’s website, they state that the updated look reflects the vibrant and diverse storytelling techniques of its users. Well done, Instagram.

Instagram updated its icons with a design that best reflects its audience.

The importance of a logo can never be overlooked.

Does it perfectly convey your brand message? Or, do you feel embarrassed to give out your business cards?

If you have questions about logo design, we have answers. Let’s start a conversation today to see what we can do for you