Most brands’ logos have changed, at least a little, over their history. Many times it’s for a rebranding effort and sometimes it’s because the logo is outdated. The reasons vary, but one thing is consistent between these 10 brands, simplicity wins. Here are 10 brands that have logos that have stood the test of time.

1. General Electric

Not only is GE one of the oldest brands around, it is also one of the most innovative and digitally savvy. While it continues to grow, the logo has remained the same for more than 100 years. GE may be the most timeless brand in the world.

GE Logo

2. Ford

From the Ford Model T through 2013, Ford’s logo has stood the test of time. The brand has been thought of as American as baseball or apple pie, and with such strong roots and brand equity, why change what isn’t broken?

Ford logo

3. BMW

BMW has shown why you shouldn’t fix what isn’t broken. They continue to innovate, yet keep things simple. The logo is among the most recognizable in the auto industry.

BMW logo

4. Macy’s

One of the most well known retailers in American history has kept its logo simple since the beginning. While Macy’s had used its name as the logo the entire time, the company was actually more known for the “star” within the logo—something that was reintroduced during the mid-2000s in the current logo.

Macy's logo

5. IBM

For a tech company, where change is constant, to keep the logo the same over a long period of time is impressive, which means the brand has strong value and presence. How many long-standing tech companies can say that?

IBM logo

6. Shell

What’s in a name? In this case, it’s the logo. Not all brands’ logo and name are so intertwined, but because Shell’s are, there likely won’t be much change in the logo going forward. This is why it’s remained the same since the early 1900s.

Shell logo

7. NFL

America’s most popular sport also has one of the most popular logos. There have been a few changes since the beginning, but much like the game, the logo hasn’t changed much.

NFL logo

8. Nike

The “swoosh” is among the most recognizable brand logos in the world. The only change has been the removal of the word Nike.

Nike logo

9. Little Debbie

The logo for Little Debbie, who is actually a real person and current employee, works because they used a member of the founder’s family to be the face of the brand. Much like Wendy’s, Little Debbie stuck to its roots. A real person as the face of your logo and brand can be more powerful than a simple shape or object.

Little Debbie logo

10. z2 Marketing

This year, Z2 is celebrating 10 years in business! Although much has changed for us, we remain true to our roots and prove that with our logo.

z2 Marketing logo

What other logos do you know of that have withstood the test of time without much change?

Check out our other “Top Ten Friday” posts and check again next Friday for more fun Top 10s!

August 2, 2013 · Posted by in branding, design  

Can Designs Over Time

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Check out the post history 103: evolution of soft drink cans for a look at soda cans and how the branding & design has changed over the years.

Coca-Cola often includes a bottle in their can design, which I’ve always found interesting. (You’ll notice the same theme with Heinze ketchup packets, and in fact their latest ketchup delivery device is actually shaped like a bottle.)


For the 7up designs, I distinctly remember the cans from 1967 to 1990, but don’t recognize the 1977 design… was it that forgettable?

(Disclaimer: as a kid I had quite the beer & soda can collection, which might be part of the reason I remember so many of the old cans.)

July 10, 2013 · Posted by in branding, design, marketing  

Last week, our client Miller Time Pub & Grill celebrated its grand reopening with a block party, live music, food and beer. To help introduce the new brand to the media and get the word out about the event, we worked with the team at Miller Time Pub & Grill to create a unique, branded press kit.

To set us apart from the hundreds of emails media receive daily, we decided to hand-deliver each press kit to a variety of outlets–from TV and radio to magazines and newspaper. For an important announcement like the introduction of a new brand, an email just isn’t enough to break through the clutter.

The press kit contained an invite to the grand reopening event, cover letter, news release, and the restaurant’s new menu, all tucked inside a Miller Time Pub & Grill branded beer glass. We placed the glass in a clear box and filled it in with some barley (not only because it looks cool, but also because we needed something to hold the glass place). We also included a USB drive with all written contents, along with photos of the renovated space.

We think the press kit turned out pretty darn great! And the media liked them, too. We placed numerous articles as a result of them—and even secured an appearance for our client on Fox 6 WakeUp.

May 24, 2013 · Posted by in branding  

Eat your Brand Flakes!

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Kelloggs recently said that they are considering burning their logo into corn flakes with a laser. (Talk about branding!) One of their representatives had this to say: “We’ve established that it is possible to apply a logo or image onto food.”

It’s true! In fact, look at this chocolate bar…


Chocolate is a little easier to get your name on, as molds are used instead of lasers. Lasers tend to melt chocolate. Sure, you can blast a laser at any piece of food, but I don’t want to get too deep into laser etching food right now…

Hey look, even our friends at Roundy’s have their name on their chocolate bars… which are the generic equivalent of a Hershey bar.


The idea behind Kelloggs “branding” some of the flakes in each box is to ensure that you’re getting genuine Kelloggs brand Corn Flakes™ and to let you know that some knock-off brand is just that, a cheap knock-off of the original.

So where will the future of branded food take us? I’ve got my own ideas (and I’ve done a few experiments) but I’d love to hear what others think.

January 2, 2012 · Posted by in branding  

A restaurant’s name is almost as important as the type of food it’s serving. Restaurant names can reflect themes, food or even locations. Great names are easy to remember, tell a story and leave a positive impression on patrons., a provider of user-generated restaurant reviews and ratings, recently complied a list of names that do just the opposite. Here’s their list (in alphabetical order) of the top ten “worst” restaurant names across the country.

Beaver Choice
Big Wong
Crabby Dick’s
Fu King Chinese
Goat Lips
Phat Phuc
Pink Taco

I don’t think they’re all bad. Most are funny and extremely memorable. I do have a few favorites. Which ones do “Fu” like?

August 10, 2011 · Posted by in branding, marketing  

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