An Exploration of How Logos Have Evolved Over Decades

A brand’s logo is its signature—but even signatures evolve. Over the decades, logos have transformed from ornate and detailed to minimal and adaptable. Why? Because simplicity speaks volumes in a digital-first world.

Pepsi: A Modern Refresh

From its intricate 1940s script to today’s sleek blue-and-red globe, Pepsi’s logo evolution reflects changing times. Each update brought clarity, bolder fonts, and reduced elements—mirroring pop culture shifts.

Shell: Keeping the Icon, Shedding the Text

Shell’s transformation from word-heavy identity to its standalone yellow-red shell icon shows the power of visual consistency. Today, the logo needs no name to be recognized globally.

Starbucks: The Mermaid, Simplified

Starting with a busy, brown woodcut siren, Starbucks gradually zoomed in and simplified its logo. Today’s clean green siren is instantly recognizable—even without text.

The Takeaway:

A great logo grows with its brand. From ornate to minimalist, the journey is about clarity, versatility, and memorability in an increasingly visual world.