Researching Big Brands
Brands Chosen for Research:
Mcdonald's (Lettermark)
McDonald's originally started as a small food stand named the Airdrome in Monrovia, California, in 1937, selling mostly hot dogs. After three years, the owner's sons Maurice and Dick McDonald moved and revamped the stand into a drive-thru called McDonald's Bar-B-Que in San Bernardino, California. By 1948, the McDonald brothers overhauled the restaurant again, and ‘McDonald’s Famous Hamburgers’ was born. This was after they figured out most of the profits came from the hamburgers they served, so they decided to refocus the menu on just them, along with some other options. This marked the beginning of "McDonald's Famous Hamburgers." The last two words of the name were dropped in 1953, and the restaurant became as it is known today, McDonald's (Rosie, n.d.).
McDonald's brand evolution
McDonald's Bros. Brand evolution
The logo was updated along with the name change after the McDonald siblings relocated the eatery to San Bernardino and changed the menu. This logo featured the words "McDonald's" in an italicised serif typeface stacked on the word "famous" in a sans-serif type in all caps which is then stacked on "barbecue" the same serif type used for the first word in all caps. This logo also featured two horizontal lines stacked on each other on both sides of the word famous. Then when the menu was refocused on burgers in 1948, its logo changed to "McDonald's Famous Hamburgers" and kept the same hierarchal structure and colours. This logo featured a more playful white font on top of the background. It had a mascot of a smiling chef as well as two 15c written on the left and right side of the logo.
In 1953 the company updated its brand and the loco changed to an emblem containing the wordmark "McDonald's" along with the chef mascot remade at the centre of the design holding a sign saying"I'm Speedee" to represent speedy delivery. It also had a 15c sign and a band at the bottom with the text "coast to coast". Here we see some of the colours the brand is famous for such as the red and white in its logo. Then later on the brothers managed to find an architect which helped them to create a restaurant design with two yellow arches on its sides, which makes it distinguishable (Rosie, n.d.).
McDonald's classic restaurant design with the two yellow arches
Midway through the 1950s, Ray Kroc took on the role of McDonald's franchise manager before ultimately purchasing the chain for almost $3 million in 1961. By 1968, the business had expanded significantly under his direction and had more than a thousand eateries in America alone. After Kroc acquired the business, a new logo was required, and Jim Schindler incorporated the physical sites' golden arches into the design to create the well-known double-arched "M" logo. The original McDonald's golden-arch logo was designed in the 1960s and shares the same colours and typeface as the current version, but the placement of the arches is different. A diagonal line runs through the entire logo to simulate the appearance of the real restaurant locations when viewed from an angle. The two arches cross each other in the centre of the 'M' shape.
The golden arches on either side of the structure were removed when McDonald's altered the franchise design in the late 1960s. The symbol, which was already a part of the logo, continued to be used as a signpost for the eateries and was not abandoned. The golden arcs form an "M" shape and do not overlap in the middle. The name of the chain passes through the arches in place of the diagonal line, which is also gone. Another revision to the McDonald's logo took place in 1975. Here the hues used in the design were mainly changed. McDonald's switched to a more traditional emblem in the 1990s, moving the restaurant's name inside a red trapezoid that was positioned beneath the iconic golden arches. To create contrast, the crimson background was taken away. The arches and the box that contained the name also received some shading.
In 2003 the logo was simplified to just the yellow arches with a black shadow underneath. Here the brand also adopted the famous slogan "I'm lovin' it" beneath the logo. In 2006 the shadow and the slogan were dropped from the logo leaving just the bold "M". This is the logo version we know today as the logo has not gone through any more drastic changes after this (Rosie, n.d.).
Warner Bros. (Emblem)
Warner Bros. is an internationally well-known entertainment studio founded in 1923 by the Warner brothers, Harry, Albert, Sam and Jack Warner. Situated in Burbank this studio has made dozens of well-known productions such as “The Dark Knight,” “The Matrix,” “A Clockwork Orange,” as well as the “Looney Tunes” (Pentagram, n.d.).
Warner Bros. brand evolution
Warner Bros. Brand evolution
The company's initial brand image was published in 1923. This used a warped wordmark logo of the brand name using a serif typeface written in all caps. Beneath it had its tagline which said "Classics of the screen" written in the same serif cursive typeface. Then in 1925, the well-known shield emerged with the company's initials in bold capitals along with a picture of the company's building which was removed in 1929. There were not many changes made from 1929 till 1953 except for tweaks to the shield's design and company initials. But in 1937 a small strip in front of the shield was added with "WARNER BROS. PICTURES INC" written on it, which is very similar to the one later created in 1993. In 1967 the company merged with Seven Arts. Due to this a new modern and geometric redesign of the brand's logo was made. This logo consisted of the “W7” monogram representing both companies (logos-world.net, 2023).
In 1970, Warner Bros. was sold to Kinney Services therefore another redesign was made. The logo's iconic "WB" were bevelled, giving the logo a 3D look. The logo was also given colours for the first time: crimson and gold. Then in 1972, the logo was once again given a newer rounder look by Saul Bass. This consisted of 3 rounded lines forming a W in white or sometimes red in a rounded tv-like black shape. This was sometimes placed on a red background. Although this logo was fresher for its time it was later ditched again as it looked Nazi-like. Then in 1993, Warner Bros. returned to its older logo from 1937 and made the initials and the crest's outline bolder, made the inscription larger, reversed the inscription's colours and changed its typeface to a bolder serif (Brownlee, 2014).
Warner Bros. Current Brand Identity
Finally, in 2019 it was given a redesign by Pentagram to modernise it for the 21st century. Here the classic shield was made slimmer and given a better structure, while the banner at the centre was removed. The logo also came with the company name written below the shield in a modern sans-serif typeface called Warner Bros. sans which is part of the brand's new identity. This rebranding also updated the company's colour palette which now consists of 3 shades of blue along with white (logos-world.net, 2023)
Warner Bros. Sans font family
The Warner Bros. logo placed on different colours which are part of the brand's new identity
Netflix (Wordmark )
Reed Hastings and Marc Randolph established Netflix in 1997. Before founding Netflix, Reed served as the CEO of the company they worked at and Marc served as its Vice President of Corporate Marketing. Reed proposed that they come up with an idea, and Marc could run it while he finances it, as a merger that would leave them both jobless was imminent. They chose DVDs after weighing their options for online sales because they thought VHS tapes would soon be replaced by DVDs. They tried out the concept by sending a CD to Reed's house, and when it arrived there undamaged, they realized they had found their e-commerce golden ticket. With at least $1.9 million from Reed and other backers, Netflix was incorporated and established in August 1997. Marc Randolph became the CEO and a small shareholder, and Hastings assumed the chairmanship with a 70% ownership stake (Kariuki, 2021).
Netflix's brand evolution
Netflix Brand evolution
Netflix's first logo, made in 1997, featured the Words "Net" and "Flix" using a serif typeface in uppercase separated by a graphic of the celluloid film. This logo's graphic had a gradient going from lilac to black which represented the primary brand colour at the time. This colour was chosen to represent creativity and imagination and black and white were used for professionalism.
In the year 2000, a new logo emerged. this one was a black oval with 2 yellow brackets to its sides, with "netflix" written inside it in mixed caps using a neat sans-serif typeface. On top of the "I" was a rounded box outline in yellow representing a tv. This was only kept for a few months as then in 2001 it was given an even more trendy and modern look. This new look consisted of the wordmark "Netflix" in all caps in a sans-serif typeface. This wordmark was coloured in white and was outlined in black with a shadow to the bottom right. This was placed on a red background which the company is known for.
Then in 2014, the logo was simplified to a red wordmark with a slight curvature at its bottom with its outline as well as its shadow removed. This came along with the debut of their new website. This new brand identity was created by Gretel and represents an endless library and carefully chosen selections. Netflix unveiled a new letter logo in June 2016 that only contained an "N", serving as an alternative version of the wordmark. This came about due to the rise of mobile apps and social networks, as the full Netflix wordmark did not function well in those contexts. This gave the business a chance to compete more effectively with everything else displayed on a mobile screen. It's important to note that the new emblem was entirely new and was not adapted from the design. The "N" character appears to be formed by a crimson ribbon that has been folded over itself (1000logos, 2013).
Netflix's Current Brand Identity
Netflix's brand guidelines start off by mentioning how their letter mark must always be used in red and is only used in high-awareness markets. Then the wordmark is used in low-awareness markets or in settings where colour usage is restricted but their focus is to move the brand image to the letter mark.
Then it shows how the letter mark's spacing can be calculated using one of the letter's legs while the "T" from the wordmark is used to calculate the space for the whole wordmark. It also states that for readability the black level must be eighter from 0% to 30% or from 80% to 100% to maintain good readability. It also mentions how it has versions of the logo in black and white which are only used when necessary by the brand team. It also has some co-branding principles showing guides on spacing, positioning and so on. Then like all brand guidelines it has the don't dos example list for both the letter mark and the wordmark. Lastly, it has visual examples of how the application of both logos can be used (Netflix, n.d.).
Images from Netflix's brand guidelines
Apple (Brand Mark)
On April 1, 1976, college dropouts Steve Jobs and Steve Wozniak established Apple Computers, Inc. with the goal of altering how people perceived computers. Their goal was to create easy-to-use computers small enough for people to use in their residences or workplaces. The Apple I was first created by Jobs and Wozniak in Jobs' basement, and they sold them without a monitor, keyboard, or case (which they then introduced in 1977). With the debut of the first colour graphics, the Apple II transformed the computer sector (Terrell, 2021).
In 1981 during a press conference, Jobs explained why apple was chosen to represent the company. Here he stated
“I love apples and like to eat them. But the main idea behind Apple is bringing simplicity to the public, with the most sophisticated way, and that’s it, nothing else.” ... “The fruit of creation, Apple. It was simple but strong.“
Apple's brand evolution
Apple Brand evolution
Ronald Wayne created the initial Apple logo, which depicts the instant just before an apple struck Isaac Newton in the head. The logo has the name of the business written in a band around the picture. This logo was not a good representation of what the company created and therefore was ditched the next year.
Apple's 1977 logo
Then in 1977, Ronald Wayne was hired to give the company a rebrand as the older logo was hard to print in small sizes and looked too old. This new logo featured a flat shape of an apple with a bite mark. This bite mark was done to show that it is an apple and not a cherry. The logo also had striped colours of the rainbow in it. This was done to represent the first computer with a coloured monitor, the Apple 2 computer. This logo also contained the company's name written in a sans serif typeface all in lowercase but was removed when the company had its logo updated by Landor Associates.
During the 90s the company went through a revamp. Here the logo was changed into a translucent blue for the first iMac but was then changed to black the following year. This was done to make the brand look grander as well as to match the silver computer models. This design uses the concept of skeuomorphism.
In 2001, Apple introduced the aqua Apple logo through the release of the Cheetah, a MacOS 10.01 along with other popular products. To match its forthcoming aluminium-based products, Apple changed the logo to a chrome-textured style in 2007. This is the logo most individuals recognise today (Kyamko, 2022). The logo apple uses today is a black version of the 2007 logo.
Apple's Current Brand Identity
The Apple Identity Guidelines contain several sections with various guidelines. One of these is a guideline on how to use the Apple channel signatures. This includes the variations that can be used, which colours can be used, how the spacing of signatures is applied, the typography used along with some other dos and don'ts. For Apple's channel signatures, only black and white colours can be used. Grey is strictly for Apple only. For spacing, the Apple logo is used to calculate how much space should be left around the channel signatures. For typography, any content which was not provided by Apple strictly cannot use any version of the Myriad typeface in their communications as this would seem as if they are imitating Apple. Then there is a page with do not dos which include: do not use the logo alone, do not alter the typographic proportions, do not place the registered trademark symbol next to the logo, do not change the signature colour, do not use an Apple signature as a decorative border/pattern, do not link Apple channel signature to your identity.
Then it also has guidelines for how to use Apple channel signatures on headers which contain how large the signature should be, the minimum spacing that can be used and some other guidelines. This also has a page with do not does to avoid any incorrect usage. Then it also has dos and don'ts for using the channel signatures on social media. One of these is not to use Apple product pictures on social media but to only use text to refer to them. It also has guidelines on how to use channel signatures in emails, on cars, merchandise, shirts and stationary.
Apple also has guidelines on how to use its product photos. These include instructions on what to use and to strictly not alter any of the product photos. It also has information on how to adjust sizes and resolution among other guides. Some guidelines are to not use product photos on busy backgrounds, not to place text or graphics (including violators) on Apple product photos, not to replace the image inside the photographed product's screen and to make sure that the image's resolution looks clear. Similarly to these guidelines, there are also guidelines for store resellers with very similar principles (Apple, 2013).
Some images from Apple's brand guidelines
WWF (Combination Mark)
The WWF was founded in 1961 in Morges, Switzerland by a group of people who were dedicated to safeguarding areas and species under threat by urbanisation. This came after businessman Victor Stolan emphasized the urgent need for an international organization to collect funds for conservation after reading a series of articles by Sir Julian Huxley about the extinction of wildlife and habitats in East Africa in a UK newspaper. Max Nicholson, the British government organization Nature Conservancy's director general, was then informed of the plan and took up the task. That same year the name World Wildlife Fund, Inc. was established along with the company's world-famous panda logo (WWF, n.d.).
The evolution of the WWF iconic logo
WWF Brand evolution
The WWF logo was created in 1961 based on an actual panda named Chi-Chi, found at the London zoo. The panda was chosen as the organisation's symbol due to its endangered classification, appealing characteristics, and sheer simplicity. The first logo was created by one of the founders, Sir Peter Scott, who designed it based on drawings by British artist and environmentalist Gerald Watterson. This included a rough drawing of a panda embedded in a roughly drawn circle. In that same year, it was cleaned up and vectorised to look more professional (WWF, n.d.).
Almost a decade later the logo was polished one more time by being given cleaner strokes making it look neater. Then in 1986, it was modernised by removing elements like strokes and simplifying the panda's shape. Here the panda's eyes were removed leaving the panda's iconic black eye patches to show where the eyes on the panda's face are located. Along with an updated brand mark, this logo also included the organisation's initials "WWF" underneath in a serif typeface. Finally, in the year 2000, the logo was once again updated changing the old "WWF" typeface to a rounder bolder one giving it a friendlier look. Along with that, the copyright and trademark logos were added to the logo (1000 LOGOS, 2022).
WWF's Current Brand Identity
Regarding the brand's guidelines, the WWF's brand identity uses 3 fonts: the WWF FONT, Georgia and Open Sans. The WWF font, which only has one font weight and is always used in uppercase, is used for Titles and headings. Its leading and line space as well as its alignment are flexible while its tracking is set to 0 and its kerning is set to optical. Giorgia is the typeface used as the brand's primary body copy, while Open Sans is the secondary body copy. Both Giorgia and Open Sans have the same usage guides. They can only be used in the regular and bold weights while left aligned using sentence case. Their leading must be 3 points greater than the type size, their tracking must always be set to 0 while kerning is set to optical (WWF, n.d.).
The WWF font usage guides
The WWF's brand uses 3 primary colours, which are black, white and primary greys. Then it has multiple secondary colours. Therefore, black and white are always used to start the design. Then, primary greys are used lightly for tonal tints and backgrounds, while secondary colours are used to add contrast and are always combined with primary colours (WWF, n.d.).
The WWF's coulur platette along with its colour codes
The WWF brand mainly utilises the following elements: the UK action tab, the logo and the UK boilerplate. All these elements have guidelines on how to be placed and used. The spacing of these elements is calculated using elements within them. For example, the WWF logo's spacing is calculated using the W from the logo. The things within these elements are very specific and cannot be changed by other elements. The UK boilerplate contains the following elements: the logo, copyright, trademark, their global mission statement and the UK url. Then the UK action tab, which is the WWF's primary branding element, contains the following elements: the tab, the planet icon, the panda icon and the copyright logo. This tab can be found in two main versions: horizontal and vertical (WWF, n.d.).
Some of the guides for the UK action tab, the logo and the UK boilerplate
WWF's brand guidelines include instructions on how to use footage, photography, illustrations and data visualization & infographics. The photography has guides on credits & captions, and imagery principles for capturing people in the field, the UK and in the studio. Then they also include principles for capturing species and places. When choosing illustrations these 4 principles are used: geometric base, conceptual impact, simplify graphically and be bold. Then when using data and information tools there are principles on how to use highlights, impactful numbers and words, maps, silhouettes and graphs & charts. These contain written and visual examples of what to use and what not to use (WWF, n.d.).
Some of WWF's footage, photography, illustrations and data visualization & infographics guidelines
Pringles (Recently Rebranded Logo)
Pringles, created in 1968 by Alexander Liepa, are one of the most renowned chip brands to ever exist. What makes these crisps so special is that they are made using potato flakes instead of potatoes, giving them that unique crisp shape which makes them stackable and prevents them from breaking. Lipa sent his patent of this creation to Proctor & Gamble after completing his invention in Montgomery, Ohio. Something else which makes this brand so distinguishable is its unique packaging which consists of an aluminium cylindrical which keeps the crisps stacked neatly on top of each other inside the can. Sources are unclear where the product's name originated from. Some state that it was named after a street in Finneytown, Ohio while others claim that it was named after Mark Pringle, a creator who made a potato processing machine. In addition to its distinctive wrapping, this snack is known worldwide for Julius Pringle, its hip-moustachioed mascot. The slogan "Once you pop, the fun don't stop!" is undoubtedly accurate as Pringles' sales keep rising (Lang, 2018).
Pringles' brand evolution
Pringles Brand evolution
Created in 1967, the first logo consisted of an oval-shaped man's face with brown hair, a moustache, red eyes and blushed cheeks made in a striped manner. All but the cheeks were outlined with a thick black line. This was the popular mascot we know today as Mr. Julius Pringles. Underneath this illustration was a yellow and black wordmark "PRINGLES" in a serif typeface (Jansen, 2021).
The packaging of this version of the can consisted of the iconic red background along with the logo at the top, some bold sans serif playfully placed text in the middle and an image of the crisps at the bottom. In 1979 the layout kept the same order but the typeface of both the text and the logo's wordmark changed and both were written in uppercase, the image of the crisps was removed, and a golden border was added around the logo and the text. From 1979 to 1989 there were not many changes done besides the mascot being updated along with adding and removing text on the packaging and changing the packaging text's typeface. Then in 1992 the golden border on the packaging was dropped and replaced with a golden zigzag graphic at the bottom with the text "Potato Crisps" on top of it in all caps on a gold strip. Then in 1994 the mascot as well as the rest of the elements were updated but kept the same order and an image of a chip was added below the logo. The changes made in the mascot were that his blushy cheeks, as well as his mouth, were removed resulting in a more simplistic mascot. Then in 2001, the mascot was updated once again using a more 3D-looking style along with this a red bow was added beneath the mascot's face and the wordmark was also updated into a more playful style. The packaging kept a similar look but the golden v on the packaging was removed. From 2001 to 2009 only a few minor changes were made to the packaging.
Pringles' can evolution
Pringles' Current Brand Identity
In 2020 the company's mascot had its last major redesign. This gave Mr Pringles a much simpler modern look and came about with the minimalist movement which is trending at this time. Here all outlines on the mascot's face were removed leaving only his eyes, brows and moustache in a black fill. The product's packaging was also redesigned to be as minimal as possible leaving only the necessary visuals. The company's website was also updated to a very simplified design to match the current minimalist trend.
Pringles' current website
Versace (brand of my choice)
Gianni Versace founded Gianni Versace Donna in Milan in 1978. Him being both a businessman and a designer prior to opening his own business he decided to design the logo for his own brand (LMW, n.d.).
Versace's brand evolution
Versace Brand evolution
The brand's first logo consisted of Gianni Versace's name in a thin sleek and elegant typeface. In 1990 this logo's typeface was updated to a thicker bolder typeface. Then in 1993, the brand's wordmark was dropped and replaced with its iconic Medusa head. Gianni Versace chose Medusa as his brand's representation because of her attractiveness as well as his connection to greek art. Medusa is known s a symbol of lust and vanity which are also distinctive traits shown in Versace's brand through the type of clothing's design. Since the logo is simple and lacks a distinct colour scheme, it can be simply incorporated into clothing without running afoul of the clothing's colours. Versace's medusa evokes the notion that Versace clothing is timeless and almost mythological in its design, suggesting that the Greek gods and heroes themselves may have worn it. In 1997 the wordmark "Versace" was reintroduced into the logo's design. here medusa's design was also updated. Then in 2008, the brand's logo was updated once again keeping the original elements, mainly changing their size and increasing the kerning of the wordmark (LMW, n.d.).
Versace's Current Brand Identity
Versace is known for using big celebrities in its advertising campaigns to promote its brand and its collections to a wider audience. These celebrities include Madonna, Lady Gaga, Jennifer Lopez and Gigi Hadid along with other models and stars. Versace is also known for using its logo as well as the elements in it such as the medusa and the Greek pattern around her by themselves in some of its jewellery, bags, shoes and clothing items.
Some of Versace's adverts through time
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