Unveiling the Stories Behind the
World's Most Famous Logos

The Nike logo was originally designed in 1964 for Phil Knight's Blue Ribbon Sports. The logo featured the company's name, "Blue Ribbon Sports", under the interlacing letters "BRS". The letters were unusual in shape and had stripes, but were difficult to read.

In 1971, the company changed its name to Nike, Inc. and adopted the Swoosh as its official logo. The Swoosh was designed by Carolyn Davidson, a graphic design student at Portland State University, for $35. The Swoosh was a simple, curved line. Nike's co-founder, Phil Knight, asked Davidson to create a striped logo that would stand out from their competitors, Adidas and Puma. Davidson was given only one request: the logo had to look like speed.

The name "Nike" is derived from the Greek goddess of victory, and the logo's design captures the essence of triumph and achievement. Over the years, the Swoosh has become synonymous with athletic excellence and determination.

Beyond its role as a corporate emblem, the Swoosh has become a cultural icon. It has been emblazoned on the jerseys of legendary athletes, adorned by sports enthusiasts worldwide, and even graced fashion runways. The Swoosh is more than a logo; it is a symbol of aspiration, determination, and the pursuit of excellence.

The story of Nike's Swoosh is a testament to the power of design and symbolism. It is a reminder that a well-crafted logo can transcend its origins to become a universal emblem of inspiration. From its humble beginnings as a sketch on a piece of paper, the Swoosh has evolved into a globally recognized symbol of athleticism, innovation, and triumph. Its legacy serves as a beacon for generations of athletes and dreamers, urging them to push beyond their limits and "Just Do It."

In 1940, Richard and Maurice McDonald opened their first restaurant in San Bernardino, California. Initially, it was named "McDonald's Bar-B-Que," reflecting its focus on barbecue-style menu items.

In 1948, the company introduced the character known as "Speedee," a winking chef wearing a chef's hat and holding a hamburger. Speedee represented the quick and efficient service that McDonald's aimed to provide. This logo addition further solidified the brand's identity and was a staple of the McDonald's logo for over a decade.

In 1960, the brand decided to streamline its logo by removing Speedee and focusing on a more modern, typographic design. The arches, which had become instantly recognizable, were now incorporated into the letter "M." The company also introduced a new font style, giving the logo a sleek and contemporary look. This version of the logo endured for over four decades, demonstrating the enduring power of the golden arches.

In 2003, McDonald's took a bold step by simplifying its logo even further. The golden arches were retained, but they were now displayed in a 3D perspective. The company also opted for a more vibrant shade of yellow, symbolizing energy and vitality. This iteration marked a shift towards a more minimalist and clean aesthetic, aligning with contemporary design trends.

The moment you see the golden arches, you're likely craving some delicious fast food. McDonald's logo has undergone several transformations, but the iconic golden arches have remained a constant. Designed to resemble an "M" for "McDonald's," the arches also subconsciously evoke a feeling of comfort and familiarity. The choice of colour, yellow, is associated with happiness and positivity, creating a lasting impact on hungry customers around the world.

1887-1890s - Inserting the trademark

The Coca-Cola story began in 1886 when John S. Pemberton created the secret formula for the renowned beverage. Just a year later, in 1887, the first Coca-Cola logo emerged. It featured a distinct script font that proudly bore the trademark symbol.

1890-1891 - Extra swirls

As the 1890s rolled in, Coca-Cola's logo received a subtle but significant tweak. The script font was further embellished with elegant swirls, adding a touch of sophistication to the brand's image. This modification reflected Coca-Cola's growing popularity and its aspiration to be more than just a beverage – it was fast becoming a cultural phenomenon.

1941-1960s - Tail tweak

With the onset of the 1940s, the Coca-Cola logo saw another evolution. This time, attention was directed towards the distinctive "C" and "a" letters, with slight alterations to their tails. The result was a more balanced and visually appealing script, reflecting the brand's commitment to precision and quality.

1947-1960s - The Coca-Cola Red Disc

In 1947, the iconic Coca-Cola Red Disc made its debut. This bold, red background with a white script instantly became synonymous with the brand. It not only served as a powerful visual anchor but also emphasized Coca-Cola's commitment to consistency and reliability.

1958-1960s - A fishy shape

During the late 1950s, the Coca-Cola logo underwent a playful transformation. The swirls and tails were subtly reshaped, resembling a fish's tail. This whimsical touch added a dash of personality to the brand, reflecting Coca-Cola's ability to adapt and evolve with the times.

1969 - That white wave

In 1969, Coca-Cola unveiled a significant redesign featuring a dynamic, white wave beneath the script. This wave symbolized the refreshing and effervescent nature of the drink, creating a visual representation of the joy that Coca-Cola brings to its consumers.

1982 - Diet Coke

The 1980s brought about the introduction of Diet Coke, a monumental milestone for the brand. To differentiate this new product, Coca-Cola introduced a sleek and modern logo that communicated a sense of lightness and vitality, reflecting the essence of the diet beverage.

2003 - Keeping it real

In 2003, Coca-Cola returned to its roots with a refined version of its classic script font. This move reaffirmed the brand's commitment to authenticity and heritage while staying in sync with contemporary design sensibilities.

2007 - A classic design

In 2007, Coca-Cola celebrated its enduring legacy by reverting to the classic red disc logo. This decision reinforced the timeless nature of the brand and its unyielding connection with generations of consumers around the world.

2011 - 125 years of happiness

The year 2011 marked a significant milestone for Coca-Cola - its 125th anniversary. To commemorate this momentous occasion, the logo received a celebratory treatment, reminding the world of the enduring happiness and joy that Coca-Cola continues to bring to people's lives.

2013 - 2014 - Your name, that classic font

In 2013, Coca-Cola embarked on a groundbreaking marketing campaign, replacing its logo with individual names. This innovative approach not only personalized the brand but also showcased the enduring power of the classic Coca-Cola font.

2016 - “Taste the Feeling”

The most recent evolution in 2016 aligned the Coca-Cola logo with its global marketing campaign, "Taste the Feeling". This update emphasized the brand's emotional connection with consumers, highlighting the shared experiences and moments of happiness that Coca-Cola facilitates.

1949 - Adidas Sportschuhe

When Adolf Dassler founded Adidas in 1949, the brand's focus was solely on sports shoes. The initial logo featured a track and field spiked shoe, adorned with the distinctive 3-Stripes, positioned between the elongated tails on the two 'd's in "adidas." Below the logo, the German word "Sportschuhe" (sports shoes) was proudly displayed. This emblem, often in the classic blue hue, laid the foundation for what would become a global athletic powerhouse.

The now-famous 3-Stripes trademark emerged as a stroke of design brilliance. After rigorous testing, Dassler discovered that three stripes stood out most prominently in photography. This simple yet powerful design choice became a visual representation of Adidas' commitment to excellence, setting the brand on a trajectory towards global recognition.

1972 - Introducing the Trefoil

As Adidas expanded beyond footwear, venturing into apparel for the first time, a new logo was introduced in 1972 - the Trefoil. Designed by a collaborative team of Adidas leaders and talented designers, this emblem drew inspiration from floral elements while maintaining the iconic 3-Stripes motif. The Trefoil graced clothing from 1972 and shoes from 1976 onward. Since 2000, it has been reserved for all Originals products, paying homage to the brand's illustrious heritage.

1989 - The Equipment and Three Bars Era

In 1989, Adidas collaborated with a visionary designer to craft a new logo that encapsulated the brand's commitment to equipping athletes with top-notch gear. The resulting Equipment logo featured the 3-Stripes arranged in a three-bar configuration, complemented by the words "adidas EQUIPMENT" in the brand's signature sporting green. This logo's enduring influence is evident in its adaptation for various brand marks, including the Badge of Sport introduced in 1996.

2023 - The Brand Marks of Adidas

As a brand as dynamic and diverse as Adidas, there isn't a singular logo. However, the Performance logo serves as the primary brand mark, uniting all brand segments. In 2023, Adidas refined its brand marks for each of its main sub-brands. The Performance logo represents the pinnacle of athletic product, while the Badge of Sport now embodies adidas Sportswear. The Trefoil remains the main brand mark of adidas Originals, representing products that bridge the past and future.

1902 - 1909: A Bold Beginning

The inaugural Mercedes logo, dating back to 1902, featured a horizontal oval badge with a distinctive sans-serif wordmark. The letters, varying in size, created a dynamic visual effect, emphasizing the brand's uniqueness. This logo, with its double outline, was presented in a monochrome palette for official documents, while the emblem itself shone in dark blue with silver accents.

1909 - 1916: Elegance and Ornamentation

In 1909, the logo took on an elegant and ornate form. A circular badge, adorned with a stylized wreath, provided a graceful frame for the custom sans-serif wordmark. The black lettering stood boldly against a white background within the inner circle, symbolizing both the brand's strength and sophistication.

1916 - 1926: The Star of Elegance

By 1916, Mercedes-Benz introduced a new logo featuring a blue and white star set against a regal burgundy-red backdrop. Encased in a thick circular frame, the star was complemented by a white wordmark and delicate leaves. This refined badge exuded style, sophistication, and power.

1926 - 1933: Timeless Sophistication

Building on the previous design, the logo retained its blue and white star, now set against a light gray background. The leaves and wordmark were refined, adding a touch of elegance. The emblem's new color palette and subtle adjustments contributed to its enduring appeal.

1933 - Today: A Legacy in Gray

In 1933, the logo underwent further refinement, with the burgundy background transitioning to a dignified light gray. The star was rendered in white and gray, maintaining its iconic form. The blue frame remained steadfast, while the leaves received a subtle redesign, enhancing the logo's overall balance and visual impact.

1933 - 1989: Embracing Minimalism

Later in 1933, Mercedes-Benz adopted a strikingly minimalist logo. Featuring a sleek three-pointed star encased in a white circle, this design embraced a futuristic aesthetic. The logo's black execution exuded a sense of modernity and precision, setting the brand apart in the automotive world.

1989 - 2009: Dimension and Depth

As the 80s transitioned into the 90s, the logo evolved into a three-dimensional masterpiece. The emblem embraced a gradient gray palette, exuding a metallic sheen. The three-pointed star took center stage, while an enlarged serif lettering in black added a touch of sophistication. A subtle shadow enhanced the logo's depth and visual allure.

2009 - 2011: A Return to Simplicity

In 2009, Mercedes-Benz opted for a sleeker, two-dimensional design. Both emblem and wordmark were rendered in a plain gray, devoid of any embellishments. The lettering maintained its timeless elegance, though the absence of shadows gave the lines a more refined appearance.

2011 - Today: A Modern Classic

In 2011, Mercedes-Benz unveiled a refreshed logo, paying homage to its iconic 1989 design. The circular framing of the emblem gained prominence, providing a bold outline. The wordmark, resembling the Corporate A font family, exuded an air of timeless elegance with its slender, refined lines.

1971: The Birth of the Siren

Starbucks' maiden logo in 1971 embraced a coffee-brown color palette, symbolizing stability and warmth. The mermaid, a symbol of allure, held her twin tails in both hands. The circular design allowed for the company name to orbit around it, listing the offerings of coffee, tea, and spices, informing customers of their choices.

1987: A New Era Begins

When Howard Schultz acquired the company in 1987, the logo underwent its first evolution. Schultz enlisted artist Terry Heckler to reimagine it. The mermaid received a makeover - her hair now concealed her breasts, she retained her crown, and her overall appearance became sleeker. The color transitioned from brown to vibrant Kelly green, reflecting Starbucks' fresh start. "Tea" and "spices" were dropped, making way for a new wordmark - Starbucks Coffee - with two stars uniting the words, making it highly memorable

1992: A Closer Perspective

In 1992, Starbucks unveiled its third logo, offering a closer look at the siren. The font adopted a more modern and professional style. The resulting logo was cleaner and more impactful, with the siren taking center stage.

2008: The Bold Rebranding Misstep

To celebrate its 40th anniversary, Starbucks attempted a significant rebranding, revisiting the original 1971 logo in black. This move, however, met backlash as customers clung to the beloved green logo, demonstrating the potent bond between branding and logo.

2011: A Modern Facelift

Acknowledging the strength of their brand, Starbucks made a pivotal decision in 2011. They streamlined their logo, discarding elements like the wordmark and stars, putting the siren front and center, and enlarging her. Subtle changes to her features made her more symmetrical, and the iconic green background returned. This minimalist approach aimed to connect with a global audience successfully.

Design Lessons from Starbucks

The Starbucks logo's evolution holds valuable lessons for logo design. The consistent presence of their unique and recognizable mascot helped build a strong global brand identity. The circular design and emblem logo format proved versatile and timeless, adapting seamlessly to various platforms and media. Furthermore, the choice of vibrant green as a primary color projected compassion, nurturing, and kindness, reinforcing their brand values.