The evolution of logos

A logo is a graphic symbol used as the face of your company. It should be a visual representation of your brand’s identity and personality. Logos allow you to be recognised and can have the sheer power of your business model failing or succeeding!

Some people don’t agree with rebranding, but most companies do refresh and rebrand their businesses over the years. I’m sure after seeing these famous brand’s original logos you will see why!


Morrisons is a famous supermarket, and their logo is recognisable from miles away! But it took a while to get to its beautiful form today. Rebranding can be dangerous, Morrisons even changed up the colours! But it’s worked for them as they have become such a successful company.

Rebranding can offer stimulation to create new growth in an ever-evolving market. If Morrisons old red logo were to go up against the likes of Asda, Tesco and Sainsbury’s – some of the UK’s largest supermarkets, then it would not just look outdated but also unappealing!

In 2007 Morrisons wanted to attract a more extensive national customer base and so decided to ditch the black and white and go green/yellow. With a more modern brand image, they could encourage/become more appealing. By looking at the original logo, you can see just how important the revamp was.


Amazon founder Jeff Bezos is the World’s wealthiest person for the third year in a row. But Amazon has a story like no other business. What started as a small online book store back in 1994 is now a $1 trillion worth company. Tackling a new business venture, Amazon had lots of rebranding to do! And this rebranding was the ‘make or break’, without it Amazon wouldn’t be what it is today.