Logos Redesigned: How 200 Companies Successfully Changed Their Image

by David E. Carter

A company's logo is the most important component of its brand identity. So why would a company ever change its logo? Because things change -- the competition, the times, even the company itself. And the company whose logo does not reflect present realities is at a marketing disadvantage. In this comprehensively illustrated compendium, David E. Carter shows 200 corporate logo changes, and then discusses each. You'll see everything from minor "evolutionary" changes to complete "revolutionary" changes where the old logo has been discarded and a totally new one designed. Examples of the ultimate logo changes -- where a new corporate name has been adopted -- are also included in this book. Packed with case studies on logo redesign, it features companies both large and small, and from a diverse array of industries -- global firms such as Apple Computer, UPS, and Time Warner, as well as small firms who compete, no less vigorously, in their own arenas. This essential resource will be invaluable to designers, ad creatives, marketing people, and corporate executives whose task it is to keep their firms competitive in this changing world.

Genres: Design

192 pages, Hardcover

First published July 1, 2005

About the author

David Edward Carter was an American businessman and writer on graphic design, logo design, and corporate branding. He wrote many books on trademark and logo design and won a number of regional Emmys for his local television productions. After moving to Sanibel Island, Carter had teamed with Pfeifer Realty Group owner Eric Pfeifer to make several historical documentaries about Sanibel Island, including Sanibel Before the Causeway and Postcards and Pictures from Sanibel.