Logo-evolution

As you may know, I love logos! Especially when you get to see how they evolve over time. What I have heard over the years, is that companies should revisit their logo ever 7-10 years. Even if that is just to say, "yep, still perfect!" So it is interesting to see what kind of modifications that these companies are making. Perhaps tech companies need to revisit every 3-5 years. Some very subtle, others extreme home makeover edition.

So, I thought amongst the candidates on the Best Ad blog, I thought I would do a few of my own logo-evolution awards....and the winner is.....

Most extreme: Goes to my favorite Apple, and while there were some major contenders here, they win for innovation hands down. Their first logo just didn't encompass that, so because they embraced who they were authentically as a company, they get the win.

Consistency: Goes to our friends at General Electric. If it ain't broke, don't fix it, I am a fan of the logo it is decorated and yet still feels a bit modern with a bit more feminine feel to it.

Most Improved: I have to give this on to FedEx. They successfully shortened the name without throwing the whole world for a loop, and they used color to identify ground and air. For a type only logo, I think they have done well. Playboy gets a close second for creating a mark that even young girls today still embrace, which I have never quite understood, but to each his/her own.

Evolved, really?: This one is my very hardest to award, but I just am not feeling the love for Nestle. And with my love for chocolate, at bit disappointing. I am just not feeling the whole bird thing. And it isn't so much feeling like it is keeping with the times, or truly embracing the past either.

Most frightening: Goes hands down to the Nokia company. Even for a fish logo, this one is freaky. 

So what are your thoughts, agree, disagree? or agree to disagree?