Famous logos have changed. Why not yours?
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Famous logos have changed. Why not yours?

From Pepsi's dynamic transformation to Apple's iconic simplification, logo evolution is a tale as old as time.

Remember those awkward years when you still wore neon spandex and sported a mullet? Well, logos have those moments too. Just like we evolve and change over time, so do our brands, and sometimes, that means our logos need an upgrade.

Picture this: your logo is like a well-worn pair of jeans. It’s comfortable, familiar, and you’ve probably had it for years. But just like those jeans, your logo might be starting to show its age. The colours might be faded, the font might be outdated, and it might just not be representing your brand in the best light anymore.

Did you know even the word ‘logo’ has evolved?

It was derived from the word ‘logotype’


Throughout history, many famous companies have undergone rebrands, often with dramatic and successful results. Here are two notable examples:


Pepsi’s logo evolution mirrors the company’s changing brand positioning and target audience. In 1898, Pepsi introduced its first logo, featuring a red script reminiscent of the company’s founder’s handwriting. In 1950, the company adopted its now-iconic “globe and swish” logo, designed to convey global reach and innovation. Over the years, the logo has undergone several refinements, but the basic design elements have remained consistent.

pepsi logo evolution history


Apple’s logo evolution mirrors the company’s technological advancements and evolving identity. In 1977, Apple introduced its now-iconic rainbow logo, designed to embody the company’s spirit of innovation and creativity. In 1998, the logo was simplified to a monochromatic design, and in 2007, Apple adopted its current minimalist apple with a single bite taken out of it. This series of logo transformations highlights the importance of adapting to changing circumstances and consumer preferences.

apple logo evolution history

These examples highlight the importance of adapting to changing circumstances and evolving consumer preferences. A well-executed rebrand can revitalise a company’s image, attract new customers, and solidify its position in the market.


Okay fine, but what’s this got to do with YOUR logo?

Think of a brand refresh as if it’s your brand’s glow-up.

Revamping your logo is a powerful tactic in a brand overhaul and not just a vanity project. It’s aimed at amplifying your message for a dynamic audience. It’s an assertive move to mirror major shifts and progress in your business.


When might you need to do a logo refresh?

Business evolution / expansion
When you join forces with another company, diversify your product line, target a new market segment or if you are wanting to shift brand perceptions your existing logo might become obsolete or need some changes made.

Here you can see an example of a brand perception shift we did for Greater Bank.

Updated strategies and brand ethos
Seasoned and progressive companies often overhaul their logos to align with their evolving marketing strategies or brand ethos.
Here is an example of an update to the logo reflecting the brand’s ethos that we created for Soul Hub.

Brand value alignment
Alternatively, you might opt for a logo update when your current design fails to robustly represent your brand values.
Here is an example of how The BlackWolf brand was updated to align with the brand’s values.

google logo history evolution

So, what are some other reasons brands change their logos?

Staying relevant
The world around us is constantly changing, and so are consumer preferences and design trends. Just like we might trade in our bell-bottom jeans for skinny ones, companies might update their logos to stay relevant and appealing in the ever-evolving marketplace.

Reflecting growth
As companies grow and expand, their logos might not accurately represent their current state or aspirations. Just as we might add a new blazer to our professional wardrobe to reflect a promotion, companies might redesign their logos to signal their expanded reach, new products, or a shift in focus.

Simple refreshment
Sometimes, a company just feels like it’s time for a fresh start. Just as we might redecorate our living rooms after a few years, companies might decide to update their logos to inject some new energy and excitement into their brand.

So, how do you know if your logo is stuck in the past?

Here are 5 signs you need a brand refresh.

1. “It looks like it was designed in the 80s (not the good kind of 80’s).”
This screams retro in a not-so-chic way. A logo refresh can infuse modern design elements, ensuring your brand looks forward-facing, not stuck in a time warp.

2. “It features a font so outdated, it should be in a museum.”
Fonts tell a story, and yours is narrating history. Updating your font can breathe fresh life into your brand, making it relevant and resonant in today’s marketplace.

3. “Its colour scheme makes your eyes bleed.”
Harsh colours can be jarring if not thoughtfully designed, deterring potential clients. A carefully considered palette can create a visually appealing identity that attracts rather than repels your audience.

4. “It’s so pixelated, it looks like a mosaic from ancient Rome.”
High resolution is key in our digital age. A logo revamp ensures your brand looks sharp across all platforms, showcasing professionalism and attention to detail.

5. “It’s so generic, it could be the logo for any company selling anything.”
Uniqueness sets you apart. We have seen a few ‘DIY’ logos come through the doors over the years but a customised logo refresh can encapsulate your brand’s distinct personality, making sure it stands out in a sea of sameness.

If you’re nodding your head in agreement, don’t fret. We’re not here to judge. We’ve all been there. After all, logos are like relationships – they need to be nurtured and evolve over time. But just like a relationship that’s gone stale, a logo that’s stuck in the past can drag your brand down.

From bowler hats to bold typography, OOTS has undergone four brand refreshes over the past 25 years.

Each one of these logos represent a strategic shift in the OOTS identity, mirroring the dynamic evolution within the agency and the ever-changing landscape around us.

Looking back at these milestones, we’re filled with pride; It’s a visual chronicle of our growth.

And just like every other brand we have refreshed, these changes aren’t just aesthetic; they’re deeply intertwined with our journey, encapsulating our commitment to excellence, and our dedication to staying ahead of the curve.

Every iteration is chapter in our story marked by bold decisions and creative leaps, each one a step closer to the agency we are today – vibrant, forward-thinking, and unapologetically OOTS.

Out of the square logo history
Does your logo need a brand refresh, or something a little more?

We’re here to help.

Our team of creative experts can craft a logo, spin your brand around or start from the inside and work outwards with some strategic direction – creating something that perfectly represents your company’s unique identity and aspirations.

Contact us today to discuss your visual identity.

If you are looking for something more than a logo but not sure where to start.
Check out all of our services here.