Then and now: The evolution of 3 iconic logos

Very occasionally, a branding genius nails an iconic, timeless mark first time – and it just needs the occasional polish. Other times, a once shiny, on-trend brand fades and dulls with time, and is left to wither before more progressive rivals. 

If your brand falls into the former category, you're lucky – make it count. If it's the latter, you're lazy – sort it out. More often than not, iconic brands and the world's best logos evolve over time. They aren't born fully formed, but must go through stages of refinement.

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Nick Carson
Content strategist and copywriter

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.