Logo是品牌樹(shù)立中不可或缺的環(huán)節(jié)。而在歷史的進(jìn)程中，時(shí)光荏苒，Logo也會(huì)隨之不斷演變。
One of the most widely-consumed cola brands, Coca Cola introduced its logo in the same year it was launched. However, the logo was too basic. It contained the name of the drink in slab serif （有粗截線的西文字體）and chunky sans serif （無(wú)襯線字體）script. The famous logo of Coca Cola with Spenserian script came up in 1887 when Frank Mason Robinson revamped its first design.
In 1985, the Coca-Cola Company took a huge risk, announcing that it was changing their formula. Along with the change they redesigned their logo. After a massive firestorm （抗議的熱潮，風(fēng)暴）of consumer protests Coca Cola retracted to the previous design.?
?———excerpt from《10 Iconic Logo Redesigns of the Last Century》
1985年的可口可樂(lè)logo設(shè)計(jì)是不太好看，看來(lái)消費(fèi)者對(duì)品牌的審美最有發(fā)言權(quán)。從黑色的文字到確立了紅色作為自己的品牌色，從單調(diào)的文字樣式到靈動(dòng)飄逸，傳達(dá)了可口可樂(lè)喝完的自在舒爽感，融合了味覺(jué)，視覺(jué)和觸覺(jué)~
再來(lái)看百事可樂(lè)的logo變化~
One of the oldest beverage brands, Pepsi has a history of logo makeovers（大轉(zhuǎn)變）. Starting from its first logo design in 1898 which was a bit of scribbling created by its owner, the company has tested various versions before it got the current design.
The logo underwent a first major makeover in 1962 when Pepsi dropped the word “Cola” from its script. It was then remade only with word Pepsi along with a bottle cap in background showing red, white, and blue colors. Since then, Pepsi’s logo has undergone several redesigns with slight typeface changes before getting its final design.
———excerpt from《10 Iconic Logo Redesigns of the Last Century》
從最初花里胡哨的文字到最后簡(jiǎn)單三色圖，這樣的改變也很讓人怦然心動(dòng)
The first logo of this leading fast-food restaurateur featured its earlier name “McDonald’s Famous Bar Be Que” where the word famous was placed between two parallel lines. It underwent a second redesign in 1948 when the company changed its name to McDonald’s Famous Hamburgers. This design was retained until 1953 when the designer created a mediocre design that showed a cook.
It was not until 1962 when Jim Schindler introduced the famous arches in its design. The idea of Golden Arches（金色拱門(mén)） was inspired from architectural design of McDonald’s restaurant that resembles an M. In 1968, McDonald’s logo was again revamped and this time the letter M was slightly erected and its typeface was changed to solid gold（純金色）. This logo remained as the brand identity of McDonald’s for the next 15 years. In 1983, the red background was added in the logo, while its typeface was changed to white. This logo is still the brand identity of McDonald’s.
? ———excerpt from《10 Iconic Logo Redesigns of the Last Century》
從很多文字到只有一個(gè)字母~
一個(gè)形象的字母能述說(shuō)更多品牌故事
綜上所述，品牌logo可以是有代表的圖案，文字或者字母。
