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Top 15 Design Cases

1. Coca-Cola
Frank Robinson

An amateur, Frank Robinson, the fledgling company’s bookkeeper, designed the

Coca-Cola script. He devised both the Spenserian script and the brilliantly concise
words beneath: "Delicious and Refreshing."

The bottle is among the most recognizable icons in the world, a design that has come
to symbolize the youthful exuberance of America. Countless variations have been
released over the decades, but the enduring classic is the curved vessel designed by
the Root Glass Company of Terre Haute, Indiana, and introduced in 1915. Raymond
Loewy later designed a Coca-Cola dispenser.

Dispenser by Raymond Loewy 1915 Early poster

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2. Nike

The Nike logo is a classic case of a company gradually simplifying its corporate
identity as its frame increases. The company's first logo appeared in 1971, when the
word "Nike," the Greek goddess of victory, was printed in orange over the outline of
a checkmark, the sign of positively. Used as a motif on sports shoes since the 1970s,
this checkmark is now so recognizable that the company name itself has became
superfluous. The solid, orange check was registered as a trademark in 1995.

1978 1995

3. McDonald's

The McDonald's Golden Arches logo was introduced in 1962. It was created by Jim
Schindler to resemble new arch shaped signs on the sides of the restaurants. He
merged the two golden arches together to form the famous 'M' now recognized
throughout the world. Schindler's work was a development of the stylized 'v' logo
sketched by Fred Turner, which was conceived as a more stylish corporate symbol
than the Speedee chef character that had previously been used. The McDonald's
name was added to the logo in 1968.

1968 McDonald's restaurant

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4. Apple

The, now well-known, American company Apple was the first computer firm not to
use its name as its corporate identity. The idea of selling a computer under the name
and image of a fruit was conceived by Californian Steve Jobs and his colleagues
(even the word "Macintosh" is the name of an apple variety). The motif of a
multicolored apple with a bite taken out of it is a reference to the Bible story of Adam
and Eve, in which the apple represents the fruit of the Tree of Knowledge.

1984 2000: MacOS 9 2001: MacOS X

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5. BMW

Bayerische Motoren Werke was founded in 1916 in Munich, the capital of Bavaria, but
it was not until 1929 that the Dixi became the first vehicle to carry the famous BMW
logo. The symbol is remarkably simple; silver lettering on a circular black band that
encases four segments of solid blue and white - the colors of Bavaria. The image has
its origins in World War I, when the Bavarian Luftwaffe flew planes painted in Bayern
blue and white, affording the pilot a view through his propeller of blue and white
segments. This inspired the stylized design we now recognize on vehicle logos, such
as the one displayed beneath, and on other BMW products. It has been updated to
project an identity that is smart, clean-cut, sporty - and image-conscious.

1930

6. Sony

The visual simplicity of the Sony logo is pivotal to its design. Easy to understand and
pronounce, the name is readable in any language and immediately recognizable. The
name derives from the Latin sonus, meaning 'sound'. The design of the logo has
been modified only minimally since 1957, when the strokes of the letters were lighter
and the word itself more expanded. The version shown here is from 1973; it has
remained the same since then.

1973 It's a Sony

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7. Fiat Automobilia-Logo Evolution

Fiat first used the five-bar logo on the Uno in 1982, after Fiat design chief Mario
Maioli - driving past the Mirafiori factory at night after a power cut - saw the giant
FIAT logo on top of the plant, set against the fading light of the sky. He did a quick
sketch - five bars represented the spaces he could see between the letters.

1899.1901 1901-1904

1904-1921 1921-1925 1925-1929

1929-1931 1931-1932 1932-1938 1938-1959

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1959-1965 1965-1968 1968-2000

8.Renault, Créateur d'Automobiles

The Renault diamond started out as a bonnet emblem. The horn lived behind it, and
from 1922 the center of the badge was cut out to allow the sound to escape. It
started out circular and became a diamond shape in 1924. The new logo exists since
1992.

Style Marquee changes the company's logo, which becomes a 3D diamond shape.
The company's headquarters transfers to the Quai du Point du Jour.

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Early Poster

Variants for the new 3D logo

The new 3D logo, as created by Style Marquee, and its application on a Renault bonnet.

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9. Michelin Man

Monsieur Bibendum, the Michelin Man, has been the chief symbol of the French tire
company since he was created in 1898. Legend has it that the sight of a pile of
rubber tires inspired the designer, Mr. O’Galop. In his earliest incarnations, Monsieur
Bibendum had many thinner roles, as Michelin made bicycle tires at the beginning of
the 20th-century; but as the company moved into the production of car tires, his
shape changed accordingly. Always depicted as an active, friendly figure, Monsieur
Bibendum has achieved lasting success, being both highly memorable and evocative
of the product he represents.

In 2000, an international jury chose the Michelin logo ‘Logo of the Century’.

Early 20th-century advertisement

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10. AT&T

The globe symbol symbolizes a world circled by electronic communications.

Specifically, the symbol is made up of very carefully delineated "highlight" and
"shadow" elements. As a result, the symbol may be reproduced to give the
impression of a three-dimensional sphere illuminated from a distant source.

2000

AT&T commercial ad

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11. Euro Card MasterCard

Body text not available yet...

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12. Shell 1900-1971

Although primarily a petroleum company, Shell has many other commercial interests,
and more than 90 percent of its businesses around the world use the time-honored
logo. The picture of the shell has been altered several times over the years, but has
been modified very little since 1971, when the text was repositioned below the
stylized image.

The present logo Shell branding

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13. ABN-AMRO Bank

Body text not available yet...

1993, ABN-AMRO

ABN-AMRO commercial ad 2001, Internet Bankieren volgens De Bank

14. UPS 1920s-61

United Parcel Service developed its first shield in the 1920s, using the bold image of
an eagle carrying a package labeled "Safe, Swift, Sure." This was simplified in 1937
to a shield outline containing the company initials, with a new message to appeal to
the retail trade. In 1961, the current logo was born, the work of Paul Rand. He
abbreviated the shield, added a rectangular package, and clarified the lettering. The
key to good design, he explained, was "taking the essence of something that is
already there and enhancing its meaning by putting it into a form everyone can
identify with."

1920s 1937 1961

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15. Macromedia

First we have to say not only the logo is super strong, as well is the name itself.
Besides being a good alliteration, it stands for everything the Internet is. Macromedia
foresaw what new media was going to be. The logo is very simple reflecting the
alliteration of the two M's.

The old logo the present logo

Already made with... still made with made with!

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