A logo sums up a company in one picture. It is often the first impression associated with that company and there is a fine line between genius and disaster when it comes to such a simple yet important depiction of a company. For example, Starbucks has stuck with the same concept over the decades, but made changes based on the current social climate in the country which transformed from the original featuring a topless siren into the much more conservative logo that you are familiar with today.
BY TIM GRAY
Everybody makes branding mistakes. Early missteps in retrospect often are as big as the eventual names of some of the companies who made them – Googlewas originally called Back Rub, Pepsi-Cola was known as Brad’s Drink, and IBM started out as Computing Tabulating Recording Corporation, to name just a few.
And a company’s logo is just as tricky and as important as its name. Your logo is the most powerful and immediately identifiable part of your brand. Properly done, a logo instantly communicates and reflects your company’s personality. It also connects with your consumers. Done poorly, a logo can turn people off to your business and damage your reputation before you’ve had a chance to make your pitch.
But take heart, not everyone hits a homerun the first (or second or even third) time at the plate. Here are five iconic brands that did it their way, and then decided to do it another way.
Apple’s original logo was designed by co-founder Ronald Wayne and has a decidedly dull look and feel. The original logo is pretty much the antithesis of everything the company stands for today. In fact, the drawing of Isaac Newton sitting under an apple tree (complete with a William Wordsworth quote!) was not only ill-conceived but ultimately short lived. Within a year of founding the company in 1976, Steve Jobs demanded a redesign because he felt the logo was too intellectual and far too intricate to be stamped on computers.
Read the full article here http://www.entrepreneur.com/article/224201