logo evolution by: Shelby Ramirez

I'm doing the logo evolution of Volkswagen, Coca-Cola, and Pepsi


Identity: Volkswagen was originally established in 1937 by the German Labour Front (Deutsche Arbeitsfront).[5] In the early 1930s, the German auto industry was still largely composed of luxury models, and the average German could rarely afford anything more than a motorcycle.

Name: On this day in 1937, the government of Germany–then under the control of Adolf Hitler of the National Socialist (Nazi) Party–forms a new state-owned automobile company, then known as Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH.

Colors: The blue color in the Volkswagen logo represents excellence and class, while the white color depicts purity and charm.

Brand Makeover 1.): Adolf Hitler was the crater and the original logo came with the Nazi swastika incorporated into it, along with a spoked circle enclosing the famous VW letters.

Brand Makeover 2.): After World War II, Volkswagen was taken over by the British and they were quick to amend the logo. One of the first things they did was remove the winged arms of the swastika

Brand Makeover 3.): The newer logo gave Volkswagen a much more up-to-date, sleek look. This logo was designed when Volkswagen was returned to German ownership, since no other car companies were willing to take control of it.

Brand Makeover 4.): The current Volkswagen logo has remained the same for many years now since, really, there's no need to edit it anymore. The major change the company went with was to add color to the logo, which gives it a contemporary edge.

Licensing: Volkswagen car prices range from $18,355 to $41,650


Identity: The history of Coca-Cola or simply Coke dates back to 1886. The recipe of this beverage was developed by the pharmacist John S. Pemberton; and the drink was first served at Jacobs’ Pharmacy. The brand name, ‘Coca Cola’ was founded by an accountant of the Jacob’s Pharmacy who believed two C’s would look attractive in the ads (and who will dare to say he was wrong?).

Name: On 8 May 1886, Dr Pemberton nailed the formula, but it was his bookkeeper who came up with the name. Frank M Robinson, suggested that “the two Cs would look well in advertising”.

Colors: The red and white color scheme in the Coca-Cola logo is adequately simple, playful and distinctive to attract young audience. While the red color symbolizes passion, determination, youthfulness and vitality, the white color represents the charm and elegance of the Coca-Cola brand.1

Brand Makeover 1.) 1887-1890s – Inserting the trademark is added to the tail of the first 'C'.

Brand Makeover 2.): 1890-1891 – Extra swirls for one year only, out logo gets dramatic. swirly makeover.

Brand Makeover 3.): 1941-1960s – Tail tweak The words ‘Trademark Registered’ move out of the tail of the ‘C’. The trademark is noted below the logo, instead of inside it.

Brand Makeover 4.): 1958-1960s – A fishy shape This is the age of the Arciform or ‘fishtail’ logo

Brand Makeover 5.): 1969 – That white wave The Arden Square logo is unveiled. In a red box, the Coca-Cola script is underlined with a white ‘wave’, or ‘Dynamic Ribbon Device’. This is still used today.

Brand Makeover 6.): 2003 – Keeping it real As part of the ‘Coca-Cola... Real’ campaign, the white wave is enhanced with a shock of yellow and some bubbles.

Brand Makeover 7.): 2007 – A classic design A simple, bold approach with a single white ribbon.

Brand Makeover 8.): 2011 – 125 years of happiness Coca-Cola's 125th birthday logo sees bubbles bursting from the contour bottle – a celebration of past, present and future.

Brand Makeover 9.): 2013-2014 – Your name, that classic font The Share a Coke campaign swaps our logo with your first name.

Licensing: coca-cola sell them for $.75 to $1.00 per CAN


Identity: Pepsi’s brand identity has transformed over the years, but primarily it has remained as a youthful brand which empowers people to enjoy their youth. The external and internal indicators of Brand Identity have been modified many times. Its logo, trademark, etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. We also see a consistency in brand positioning for Pepsi as a Youth oriented brand.

Name: The drink Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1893 by Caleb Bradham, who made it at his drugstore where the drink was sold. It was renamed Pepsi Cola in 1898 after the root of the word "dyspepsia" and the kola nuts used in the recipe.

Colors: The Pepsi Globe is the icon and logo for Pepsi, called as such because of the swirling "red, white, & blue" design in a sphere-like shape. It is considered one of the world's most recognizable corporate trademarks. ... The colors of the Pepsi Globe are red, white and blue.

Brand Makeover 1.): In 1906, Pepsi logo underwent another change in design when the logo incorporated lots of text.

Brand Makeover 2.): 1940’s, Pepsi went back to rectangular shape for the logo. The letters Pepsi Cola were incorporated in a rectangular box that had an entirely white background.

Brand Makeover 3.): 1943, Pepsi designed its logo in the shape of a bottle cap.

Brand Makeover 4.): now the logo is a nice smooth circle

Licensing: some corner stores aka bodegas in my area sell them for $.75 to $1.00 per CAN

Extending Brands: pepsi and coca-cola can relate to basketball with commercials, and a refresher.

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