Business Quiz: Corporate Logo Quiz

Showing posts with label Corporate Logo Quiz. Show all posts

Sunday, December 4, 2011

Business Quiz: Apple Logo History

Business Quiz Spot is a dedicated Business Quiz Blog for all the Business Quizzers across the world. With a target of reaching over 20,000 questions in the coming six months, this will be an encyclopedia for all the aspiring Business Quizzers. Please feel free contact us either for contributing articles or for a quotation. You will also find various popular categories of Business Quiz such as Logo Quiz, Brand Quiz, Business History Quiz in this Quiz Blog.

Here i shall discuss the evolution of Apple's Logo which has by far been the most revered. I shall analyse importance of each of these logos some time again in my later logos.

It is one of the biggest consumer electronics and Software Company, best known for products like Macintosh, iPod and iphone. Steve Jobs, Steve Wozniak, and Ronald Wayne had together setup Apple in 1976, to sell their hand-built computer Apple I. They had offered their product to HP first but were declined by them. I think HP would still be regretting this today.

The road to success wasn’t easy for Apple, and Wayne liquidated his share in the company for a mere $ 800. After the launch of Apple II in 1977, things started to look up for Apple and we all know what heights the company has reached since then.

Apple II was successful mainly because it had colored graphics. Great and simple design, has always been the USP (Unique Selling Proposition) for Apple, and their logo is no exception. When Apple was started, the logo was a complicated picture of Isaac Newton sitting under a tree. This had been designed by Jobs and Wayne, with the inscription: “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” Frankly, I don’t think it was just a coincidence that Apple had slow sales during this period.

However, Steve Jobs hired Rob Janoff to simplify the logo, which turned out to be a great idea. Rob created the ‘Rainbow Apple’ which was the logo for company till 1998. There are many rumors as to why Rob had chosen to create such a logo. One of them says that the Apple was a tribute to Newton (discovery of gravity from an Apple), and since the USP for Apple at that time was colored graphics, it had the rainbow colors. Another explanation exists that the bitten apple pays homage to the Mathematician Alan Turing, who committed suicide by eating an apple he had laced with cyanide. Turing is regarded as the father of computers. The rainbow colors of the logo are rumored to be a reference to the rainbow flag, as homage to Turing’s homosexuality.

Janoff, however, said in an interview that though he was mindful of the “byte/bite” pun (Apple’s slogan back then: “Byte into an Apple”), he designed the logo as such to “prevent the apple from looking like a cherry tomato.”

When Apple launched the new iMac in 1998, they changed their logo to a monochromatic apple logo, almost identical to the rainbow logo. Now, the Apple logo comes with nice gradient chrome silver design. It is one of the most recognized brand symbols in the world today, and the shape is what identifies the company more than the color.

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Wednesday, November 23, 2011

Business History - ACCA Logo History

ACCA, the world's largest and fastest-growing global professional accountancy body has today (17 May) unveiled its new logo. The change forms the final part of a whole new brand identity, which has been developed following a year of consultation with members, students and other stakeholders around the world.

Revealed publicly for the first time at ACCA's AGM, the bolder new logo, which is designed to enhance ACCA's distinct image in the profession, will be used from September this year. Implementation will be phased to manage costs: the mark will be introduced to systems and materials on renewal or reprint.

ACCA worked alongside leading global brand design agency Fitch to produce its overall new brand identity at a total cost of £85,000. This investment has also delivered ACCA's new global website, global launch materials for the new ACCA Qualification, and a new look including colour palette, imagery and typography.

Neil Stevenson, ACCA marketing director said: 'ACCA has always been an innovator, particularly when it comes to brand identity. As a unique global brand in the profession, our identity has to be distinctive and robust enough to transcend cultures and country borders and we are confident that we have achieved this. The new logo is a clear evolution on the former version, which was first introduced in 1988, and is representative of ACCA's confidence in its standing today.'

The new logo is designed to be easier to reproduce than the current version and remains readable at a smaller size. It also works well across all media - from newsprint to the Internet.

While the logotype has also been centred to avoid the risk of the logo being cropped, and will now only appear in red or black, it does keep its square proportions.

'The square has become a recognisable feature of our logo since its introduction in 2000 and we are keen to benefit from the investment made in ACCA's global brand in recent years. Furthermore, cost was always a major concern - particularly the sometimes overlooked cost of implementation. We have contained these costs by keeping the proportions of the logo the same, something that makes application throughout our IT systems more straightforward.

'We are also introducing the logo gradually over the next year both to avoid reprinting costs and to support members and other stakeholders in adopting the change. This is especially important given the wide range of organisations which use the ACCA logo in 170 countries, including public practice firms, ACCA global accountancy partnerships, universities and colleges, publishers of ACCA text books and employers of our students and members,' said Neil Stevenson.

'ACCA was among the first professional accountancy bodies to introduce a global brand identity at the same time as it was the first body to make international accounting standards central to its professional qualification. We are delighted to have developed the next phase of our identity, which we hope will continue to underpin our global reach, relevance and reputation as we introduced the new ACCA Qualification,' he added.

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Friday, September 23, 2011

Business History - Unilever Logo History

Our new identity is an expression of vitality, which is at the heart of everything we do - our brands, our people and our values. Each icon within our logo represents an aspect of our business.

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Wednesday, August 24, 2011

Business History - John Deere Logo History

One of the country’s most recognized corporate symbols, the leaping deer trademark has been synonymous with quality John Deere products for more than 120 years.

The first trademark using the leaping deer was registered in 1876, although registration papers indicate the mark had been used for the previous three years. John Deere was well established in Moline by this time, his company producing more than 60,000 plows a year. They were commonly referred to as Moline plows because of the factory location and the need for an official registered trademark became apparent. An official trademark was also the only means that could provide positive protection against copying and deception.

That first trademark shows a deer bounding over a log, the words "John Deere" above and the words "Moline, Ill." beneath the figure. It is interesting to note that this original trademark represented a type of deer common to Africa, and only in future trademarks was the native North American white-tailed deer portrayed.

Between 1876 and the early 1900s, the company grew dramatically. Several non-competing factories, manufacturing a variety of distinctive agricultural implements were acquired by Deere & Company during this period. A new trademark was needed to reflect the company’s expansion, while providing uniformity for its burgeoning product line.

Hence, the second John Deere trademark was registered in 1912. The deer continued to be shown leaping over a log, with the words "John Deere" arching above and "Moline, Ill." below the deer, much like the original. There was a lot more detail and definition drawn into the animal in this version. The slogan "The Trade Mark of Quality Made Famous by Good Implements" first appears here, extending across the bottom.

The next change was registered in 1936 after the company’s Standardization Committee noted a need to "to better adapt the trademark for stenciling on products." The deer became a solid silhouette removing all the detail from its predecessor. This change combined with the outstretched legs provided a stronger more recognizable profile. This period marked the height of sales for the model A, B, and D tractors and Deere was aggressively trying to dominate the market. A uniquely shaped angular border was added around the leaping deer. The antlers were changed slightly and the words, "John Deere, Moline, Ill." remained in the same position but were made somewhat bolder. The slogan below it all stayed unchanged.

It’s important to note that the dates associated with these trademarks represent official patent registration. In actuality, many designs were adopted by the company and used for several years before they became official.

Just one year later, in 1937, another trademark was introduced, marking an even more simplified solution. Deere & Company was more diversified than ever. There were now more major John Deere products and more places to use the trademark, which undoubtedly prompted the update. Perhaps the fact that 1937 marked the company’s centennial was another factor in the change. The typography and animal remained undisturbed, but the slogan and border disappeared.

The next official change in the trademark came in 1950 and represented a breakthrough in many respects. First, the antlers of the deer were turned forward, the tail was pointed upward to resemble the white-tailed deer, and no longer was it shown bounding over a log. The words "John Deere," now in a bolder square-serif font, although still arched were raised to avoid the prior separation by the head and antlers. A new slogan – "Quality Farm Equipment" was set in a bold sans serif typeface and reversed out of the ground beneath the deer. The words "Moline, Ill." have also been dropped – a change long overdue due to increasing diversification throughout the world. A surrounding border reappeared – a four-sided shape with flat sides and curves top and bottom to unify and contain the elements of the trademark.

The 1956 trademark, which came into use but wasn’t actually registered until 1962, represents yet again the call for a simpler design. The slogan "Quality Farm Equipment" was dropped. By then, John Deere was established in the construction equipment industry, and contractors and loggers became familiar with yellow and black machines bearing the symbol. A radius was given to the corners of the border and a slight curve was added to all four sides of the ellipse. The words "John Deere" were placed below the leaping deer for the first time and set in a more modern, sans serif letter style. The deer itself was left relatively unchanged: legs extended, antlers forward.

A more clean-cut, contemporary look marked the revision in 1968. A Company memo noted "the new trademark is in keeping with the progress being made throughout all divisions of the Company ... it provides for better reproduction and greater readability under a wider range of usage." The design was modernized and streamlined to show a straight-side silhouette with just two legs, instead of the four, and one four-point rack of antlers. The "John Deere" logotype was changed using a hand-modified version based on the Helvetica font. The width of the ellipse border was narrowed and the size ratio of the deer inside it increased.

Today, 32 years later, John Deere unveils the latest evolution in the John Deere brand, the eighth such logo in the company’s 163-year history. The updated mark is true to the strong positive associations inherent in the revered John Deere name and symbol. Yet its sharpened antlers, angles, muscularity and attitude give the trademark an energized and dynamic edge. Coincidentally, after being perceived for decades as the "leaping deer", this latest version, for the first time, actually illustrates the deer pushing upward rather than heading toward a landing position – a positive attribute noticed almost unanimously by all who participated in the recent identity review, research, and approval process.

Throughout the years, refinements to the trademarks have reflected what the company was about at that point in time and what it saw as important to its future. Since the mark was last revised, John Deere has grown from being predominately an agricultural equipment company with primary operations in the U.S. to its current status as a global organization with interests in a wide range of businesses, from finance to heavy machinery to consumer goods to specialized technology solutions.

The update is symbolic of John Deere’s determination to stay focused on being the premier company in its industries worldwide, while remaining firmly rooted in its basic values of quality, innovation, integrity and commitment.

In an effort to more accurately reflect John Deere today, the timeless symbol has been modernized to show the company’s global strength, willingness to embrace new opportunities,
and commitment to adopting new technologies for customer satisfaction.

The style and shape of this updated logo is reflective of today’s technology world: bolder, stronger, high technology oriented. In the symbol itself, the deer’s feet are rooted firmly into the ground for a strong leap into the new millennium. The body, head and antlers have a purposeful attitude, a sense of direction and a clear commitment to taking charge by running smart.

The mark depicts what John Deere Brand means today – proud of its past and preserving and building upon its heritage, but simultaneously looking out on the horizon, for new opportunities. With this modernized leaping deer, John Deere moves forward into the new millennium with confidence and power.

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Tuesday, August 23, 2011

Business History - GE Logo History

The company has a great history. It was formed in 1892 by the merger of Edison Electric Light Company (founded by Thomas Edison to sell his invention, the light bulb) and Thomson-Houston Electric Company.

The basic logo font face is still quite similar to what it was in 1892. Over time, a circle engulfing the company name has been added to the logo, which might be due to the increasing global presence and vision of the company. The current logo, which was designed by Wolff Olins, adds blue color to the logo instead of the black color which had been used in all the previous logos. Accompanied with the logo change was also a change in the tagline of the company from “We bring good things to life” to “Imagination at work”.

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Friday, June 24, 2011

Business History - Pepsi-Cola Logo History

Today, one of the biggest soft drinks company, was first started by Caleb Bradham in 1890’s. Initially named as Brad’s drink the name was quickly changed to Pepsi-Cola, which is visible in the first 1898 logo. Finally in 1903, the name was trademarked and hasn’t been changed till date.

In the early years, Brad made custom logos for the brand as it became more famous. In 1933, the company was bought by Loft, Inc. The company changed the bottle size from 6 to 12 oz. and came up with the ‘Refreshing and Healthful’ logo.

However, the major breakthrough in the Pepsi logo design came in 1940’s. Walter Mack, the CEO of Pepsi came up with the idea of a new bottle design, with a crown having the Pepsi logo. The ‘Pepsi Globe’ emerged when USA was in WWII, and to support the country’s war efforts, Pepsi had a blue, red and white logo.

This logo became hugely popular, and went on to be the identifier for the company. As a result, in 1950 and 1962, this bottle cap with the swirling blue and red became prominent in the company logo. During the 1960’s when it became even more popular, the script was changed from the curly red, and the main attraction was on the bottle cap in the logo.

We see the first appearance of the Pepsi Globe instead of the bottle cap in 1973. The typeface was made smaller so as to fit in the globe. The Pepsi Globe was “boxed in”, with a red bar coming in from the left and a light-blue bar coming in from the right.

In 1991, the typeface was moved from inside the globe. The red bar was lengthened and the typeface came on the top of the globe. In 1998, the white background in the logo was replaced by the blue color, which also resulted in dropping the red horizontal band. The globe now had 3D graphic and larger than earlier versions. It might be that since, Pepsi and the globe touch each other for the first time in the logo, the name ‘the Pepsi Globe’ was given to the logo.

After 1998, it seems that Pepsi had decided to give the globe more prominence than the script itself. So, the globe came on top of the script in 2003, and in their current logo they have done away with the script altogether.

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Thursday, May 5, 2011

Business History - Google Logo History

The clarity of thought is visible in the company’s logo right from the very beginning, when in 1996 two Stanford University computer science graduate students Larry Page and Sergey Brin built the search engine.

The name of the search engine is derived from Googol (meaning one followed by 100 zeros). Google’s first logo was created by Sergey Brin, after he taught himself to use the free graphic software GIMP. Later, an exclamation mark mimicking the Yahoo! logo was added. In 1999, Stanford’s Consultant Art Professor Ruth Kedar designed the Google logo that the company uses today.

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Wednesday, April 20, 2011

Business History - ENI Logo History

Who designed the six-legged dog, which means energy in Italy and in the world? The truth as to who invented it was not known officially until thirty years later. Luigi Broggini, in fact, never admitted authorship, and certainty about his being the father of the symbol only came after his death (1983), through the testimony of his son as reported by the journalist Dante Ferrari. Luigi Broggini’s wish that his name should not be coupled with the winning drawing does not enable us to have an official definition of the real meaning of his “six-legged dog”. After the work had been attributed to the artist, there was talk about his having been influenced by the legends of the Niebelungen, by analogy with the themes of his formal research. The official interpretation, given by Eni’s press office in the 1950’s, explains the six legs of the imaginary animal as the sum of an automobile’s four wheels and the driver’s two legs. A sort of modern centaur, and also almost an assurance that this means of locomotion becomes the fastest possible through the symbiosis between automobile and driver.

An interesting parallel can be made out also in African mythology, in which animals with more than the normal number of legs appear precisely to signify uncommon strength. In Tanzania and Kenya you can sometimes see lions and leopards with six legs among the carved wooden statuettes of Makonde art.

In Nigeria , too, in the Benin bronzes, there are examples of animals represented with more than the ordinary number of legs, giving the idea of supernatural power.

The need for a new symbol able to make the Italian energy company easily and immediately recognized in every part of the world was the reason for the competition of 1952.

The Competition

The competition, advertised for two road placards intended for Supercortemaggiore and Agipgas products, for two trademarks and for the colouring of a gasoline pump, was open to all Italians and offered total prizes of 10 million lire (equal to 5164.57 euro). The members of the Jury were foremost personages in the world of art and communication, and this emphasizes the importance attached by Eni to the competition. The competition was a resounding success.

Suffice it to think that more than 4,000 sketches were submitted and that it took 14 meetings of the jury to choose the winner. Then at the conclusive session in September 1952, at Merano, the “Six-Legged Dog” was unanimously designated, but an extremely long, almost legendary attribution began as to its author.

The sketch that won the competition had been submitted by Giuseppe Guzzi, who in reality was not the author of it, but its “finisher”.

And this fact, by no means a secondary one, was at once made known. Various legends started up. It was rumoured that it was by a well-known artist who however did not wish his name to appear. Many names were mentioned, among them that of the famous Leo Longanesi, a leading promoter of artistic and cultural life in those years. Only after many years, and after his death, did it become known with certainty that the author of the winning sketch was the sculptor Luigi Broggini, one of the main figures on the scene of Italian figurative arts in the decades straddling the second world war.

The Trademark in 1998

Eni’s transformation, at the beginning of the 90’s, from being the National Hydrocarbons Agency into a joint-stock company made a fresh restyling necessary, to renew the image of the company’s trademark, since entering the stock exchange it had to express a profoundly changed corporate organization.

Bob Noorda, the famous dutch designer, was called in 1972 to create a trademark properly so termed and to develop a coordinated Group image. He was called in again so as to rethink once more the modern Eni Group’s corporate image. The solution presented was a new graphic project based on simple essential elements, but of considerable impact and appeal, able to bring together the various sectors of the image and to confirm the value of the Group being a single united one.

The dog “emerges” from the “palina” (an element with rounded corners, yellow with a black border, connected too closely with the gas stations) and “enters” a yellow square-shaped area together with the Eni logo.

The yellow square is divided into two parts by a thin horizontal red line that separates the two elements.

The new economy of space imposed a further aesthetic measure on the dog which was imperceptibly “shortened” to become equal in length to the Eni logo consisting of edged institutional characters. “

This time things went differently: - Noorda says - it was really much simpler to shorten the dog with the computer instead of using scissors like all those years ago!”.

This sign will be Eni’s new trademark and, with the addition of the word “Group”, will become the prefix of the logo of all the Group companies, graphically confirming the new corporate pattern.

The publicity image is often very short-lived: nothing ages faster than the image, worn out by all the looks it has to attract. It is particularly difficult to invent images that manage to outlive the promotional campaign which they illustrate. “When I design a trademark – he explains - I do so bearing in mind the cultural aspect, not just the commercial one, of a company. And I try to think of an image that can last, without appearing at once outdated and old”.

Bob Noorda has created more than 120 company trademarks, all of them very handsome and incredibly topical.

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Saturday, April 9, 2011

Business History - Fujifilm Logo History

The FUJIFILM corporate logo portrays the FUJIFILM corporate brand simply and powerfully. The center of the logo features an innovative design feature that points to our commitment to cutting-edge technology.

FUJIFILM has sported its current familiar corporate brand logo for 26 years since it was introduced in 1980, and over that time it has built on its core technologies to diversify and expand its business domain. Now, FUJIFILM is embarking on a new beginning, making clear its commitment to continued sustainable growth coupled with further business expansion and diversity. The revamped corporate brand logo will serve as a symbol of FUJIFILM's determination to enhance its corporate brand.

The new logo features a sharp design accent in the center, symbolizing our commitment to advanced technologies, while the use of red in the lettering expresses our firm determination to pursue ongoing innovation. The new logo is both simple and powerful in its affirmation of the new FUJIFILM corporate brand.

Evolution of FUJIFILM Brand Logo

1934

1960

1980

around 1985

1992

2006

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Wednesday, March 23, 2011

Business History - Good Year Logo History

Our winged-foot trademark was inspired by a newel-post statuette of the Roman god Mercury in the home of Goodyear founder Frank Seiberling.Seiberling felt Mercury embodied many of the characteristics for which Goodyear products were known.

THE GOODYEAR SYMBOL - ORIGIN OF THE WINGFOOT

The responsibility for the adoption of the Wingfoot symbol, known today in every civilized country on earth, rests to a great extent with Frank Seiberling, the founder and for many years president of The Goodyear Tire & Rubber Company.

In the old Seiberling home in Akron, on a newel post of the stairway there stood a statue of the famous god of mythology known to the ancient Romans as Mercury, and to the Greeks as Hermes.

Mr. Seiberling's attention was attracted to the statue, and he felt that the god it portrayed embodied many of the characteristics for which Goodyear products were known.

A meeting to discuss the idea of suitable trademark was held at the Seiberling home in August 1900. Something distinctively Goodyear was needed to distinguish it from other companies.

Among the sketches prepared for the meeting at Mr. Seiberling's suggestion was one using the winged foot of Mercury.

Everyone present agreed that this should be the symbol for the company, with the Wingfoot to be set in the middle of the word "Goodyear." The original Wingfoot, however, was much larger in relation to the word "Goodyear" than the one in use today.

Mercury in ancient times was the god of trade and commerce; but it was as a swift messenger for all the gods of mythology that he was best known, and as such he has continued to be known through the centuries.

The idea of speed had much to do with Goodyear's selection of the symbol, for the wingfooted Mercury was regarded as a fleet herald of good news. But it is as a herald or carrier of good tidings to users of Goodyear products everywhere that the Wingfoot now stands in the minds of the people of the world.

Goodyear Logo - Winter tire

Special marking did not exist so far,who would define tire as winter. By that reason it has designed new logo Goodyear, which will be placed on all winter tires produced by Goodyear and Dunlop, for trucks equal, as well as coaches. Logo, on flank of tire place, suggestive picture presents referring to winter conditions, on fact indicating same, that tire has been made for riding in winter conditions specially, on snow and ice.

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Friday, February 4, 2011

Business History - Walmart Logo History

The company has tried out various colors and variation of the word Walmart over the years. In 1962, when Sam Walton started, the company, the logo had simply the word spelled in a very basic design.

The logo was changed in 1964, when a hyphen was added and the color was also changed from blue to black. This came to be known as the “Frontier Font Logo”. The 1968 logo shown here is the discount city logo, which was mainly used for uniforms, in-store signing etc, but it was never used to advertise or even in annual reports.
The 1981 logo changed the curly font to a more solid font, giving the company a more stable, established and balanced look. The hyphen in this logo was replaced by the star in 1992, and the familiar blue color of the logo returned for the first time after the company’s inception.

Walmart is probably one of the few companies, who have tried so many logos, but their current logo is more like the original logo, other than any other intermediate logo. The font differs a little from the original and is indeed more stylish, but the ‘Walmart’ word without a break appears for the first time after 1962. They have kept the star from 1992, but moved it to the end.

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