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‘Time’ Tracks the Path of the Corporate Logo

The evolution of the KFC logo from 'Time' magazine's slideshow.

Time magazine’s Josh Sanburn tackles “The Evolution of Corporate Logos” in a slideshow that tracks brands including Gap, CBS (which hasn’t changed a bit in 60 years), and KFC. The deck on the slideshow is “What’s behind the trend toward kinder, gentler branding.” We would question whether the logos reveal something kinder and gentler. In fact, one could argue that NBC did away with the kind and gentle peacock when it introduced its new logo.

Instead, logo redesigns are usually prompted by the brand’s sense that a new logo will better reflect where the brand is and how its relevant to its audiences. Yesterday, in our write-up of the new Chrome logo, we included this statement from Google:

Chrome has improved significantly since it was first released in 2008. We’re working on refreshing the icon to better represent the speed and simplicity of the modern browser and operating system.

You can also click here for tips we gathered on how to successfully launch a logo refresh. To CBS’ point, many of the experts agree that you shouldn’t change a logo if you don’t have to.

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