15. Evolution

As the times change so do the ideals of society in general. A brand has an obligation to make a connection with people using shared values and needs to stay current to do so. So how do the times change how a brand looks and is perceived? Well, why not find out by looking a couple different examples.

Kodak - Originally the logo was designed after the letters forming Eastman Kodak Company, the name when the company started out headed by George Eastman. It then evolved into a simpler Kodak, that only changed slightly through the years, keeping the red and yellow and changing from the older serif to clean, new sans-serif.

General Electric - In all reality, the GE logo has not changed in any significant way since 1900. The width of borders have changed and the fill color, but the shaped letters have remained mostly the same. The largest change was between in 1900 when the GE was encased and altered to be more understandable.

Mercedes - The three-pointed star at the heart of Mercedes-Benz is supposed to represent domination of land, sea, and air. While it has remained mostly present throughout the history of the company, the logo itself has changed and drawn inspiration from history. The current design of the triple-pointed star in a circle in supposed to represent the strength of the brand.

KFC - Kentucky Fried Chicken has always had the ever present face of Harland Sanders alongside its name. As the logo has been redesigned several times, the Colonel has become a happier, more welcoming image than in the past, adding an apron to his more cartoonish figure.