Classic logos: Before and after

  • ANZ
  • Apple2
  • B&T
  • Qantas
  • Rebel
  • south-australia-new-brand-logo-design-rebranding-adelaide
  • Taronga-Zoo
  • Telstra
  • Virgin
  • woolies
1 / 10
SHARE
THIS



Apple: easily one of the most recognisable logos today, so much so the brand doesn’t even need to include the word in its design.

But Steve Jobs didn’t get it right the first time around. The original Apple logo was an old fashioned combination of Sir Isaac Newton sitting under an apple tree with the words ‘Apple Computer Co’ wrapped around the image. The brand has certainly come a long way.

Hans Hulsbosch, the creative brains behind design agency Hulsbosch, says: “The Apple logo is one of the most powerful in the world. They don’t need to use the word Apple or Macintosh underneath anymore. They just have that logo sitting there on its own and everyone knows what it is.”

According to Hulsbosch, if the brand included the word in its design “it wouldn’t look right anymore”. Same goes for a host of other established brands like Nike. Hulsbosch says: “You put ‘Nike’ on the logo and you go ‘urgh’. They’ve become such powerful marks that tell everything about a brand.”

One of the goals of a logo is to make the brand recognisable without the product name having to be attached. Among others, McDonald’s and our public broadcaster the ABC have both managed to pull off the feat.

Hulsbosch says: “My feeling is that Qantas, Virgin and Woolies – they don’t need their name anymore. People see that and they know instantly who it is and what it stands for.”

Creating an instantly recognisable image is, according to Hulsbosch, “a really powerful device any company can have”.

He says: “Both Qantas and Woolies, they have an unaided awareness of about 96%. Those companies don’t need to have a name. Because you see it and you know exactly who it is and even more so, what it stands for.”

Vince Frost, CEO and executive creative director at design agency Frost* Collective, agrees. However he warns that recognition like this isn’t easily achieved. He says: “Loads of brands don’t ever get to that point.”

“When a logo becomes an icon, that’s the ultimate point where a brand is globally recognised.”

Colour is crucial in logo design. Frost says “people want to own a colour”. It’s hard not to think of green when you picture Woolworths, for example, or red for Virgin.

Hulsbosch says: “Because you are bombarded with images every day of your life, simplicity is absolute key and if you can do it in one colour, then you’re just going to be stronger. A single colour is always stronger than multiple colours.”

Regardless of whether to include words or which colour to use, Hulsbosch says the best logos can cut through the white noise and clutter.

“That is the ultimate goal,” he says. “To design a piece of magic that stands out from the rest, from competitors mainly, and is something that is unique and is something that when the customer or staff look at it, they can resonate with it and can understand what a business stands for.

“If you can create that, you’ve got a logo that stands out from the rest.”

Check out our before and after logo slideshow above.

Please login with linkedin to comment

Advertising Standards Bureau Captain's Choice David Hovenden Jamie Oliver Lachlan Murdoch Luke Starr PRIA Reach rule Roy Morgan Research Weiden + Kennedy

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]