The evolution of the logos of Apple, Google, Nokia, BMW, Audi and other well-known brands
The logo is the face of the brand, it must be worked out to the smallest detail, easily recognizable and well remembered. But all major global companies are forced to make some changes to their logos from time to time. First of all, this is done in order to comply with new trends and remain recognizable.
In addition to this, changes can be associated with more dramatic changes. For example, with a sharp change of course or company philosophy. Also, a new logo may appear after a brand restart.
Logos are great for tracking the history of not only the brand, but also the various trends that have been on the market before. By the way, a lot of different funny stories are connected with logos. For example, in the early versions of the emblem of a large American coffee company - Starbucks - one could see a girl with bare breasts, and the Nokia logo had a fish.
As for the first Apple logo, it can be considered as one of the most unsuccessful. It is amazing how a start-up company generally managed to sell something under such a logo. But time goes on and everything changes.
Amazon.com, Inc. - An American company, the largest in the world in terms of turnover among those selling goods and services via the Internet  and one of the first Internet services focused on the sale of real consumer goods. Headquartered in Seattle, Washington.
Apple (Russian Apple) - an American corporation, a manufacturer of personal and tablet computers, audio players, phones, software. One of the pioneers in the field of personal computers  and modern multitasking operating systems with a graphical interface. Headquarters - in Cupertino, California.
AT&T Inc. (hey-ti-endi) is an American multinational telecommunications conglomerate headquartered in Dallas, Texas. The world's largest telecommunications company and one of the largest media conglomerates. It is the largest provider of both local and long-distance telephony in the United States, as well as the second largest mobile operator in the United States. The largest provider of direct satellite broadcasting in the United States through DirecTV. It occupies 18th place in the list of the largest mobile operators in the world with 135 million subscribers. Takes 4th place in the ranking of the most expensive brands according to Brand Finance. The most respected telecommunications company in the world. In the list of the largest companies in the world Forbes Global 2000 for 2016, the conglomerate took 12th place.
Audi AG is a German automobile company within the Volkswagen Group, specializing in the production of cars under the Audi brand. The headquarters is located in Ingolstadt (Germany). The motto is Vorsprung durch Technik (Russian. Progress through technology). Chairman of the Board of Directors - Matthias Müller (German: Matthias Müller). The volume of production in 2015 amounted to about 1,830,334 cars. In 2012, German car experts ranked the best used cars. Auto brands Audi recognized the best among used cars].
BMW AG (an abbreviation for Bayerische Motoren Werke AG, with it. - "Bavarian Motor Plants") - a German manufacturer of cars, motorcycles, engines, and bicycles. Today, Norbert Reithofer is the chairman of the company, and Karim Habib is the chief designer. The company's motto is “Freude am Fahren”, with it. - "With pleasure at the wheel." For English-speaking countries, The Ultimate Driving Machine was also invented.
Canon (Jap. Kyanon kabushiki-gaishya, “Canon”) is a multinational engineering company headquartered in Tokyo (Japan), engaged in the production of various products for fixing, processing and printing images, medical diagnostic equipment, as well as developing information solutions technology and broadcasting. At the end of 2016, the Canon group of companies included a 367 consolidated subsidiary, it employs about 198 thousand people around the world. In addition to selling products under its own brand name, Canon also produces laser printers for HP Inc., sold under the HP LaserJet Printers brand.
Canon sponsors a number of international community organizations, including the International Red Cross and WWF. The company also takes part in cultural and sports events, including the World Press Photo contest and the UEFA Europa League.
Coca-Cola ("Coca-Cola") is a non-alcoholic carbonated drink produced by The Coca-Cola Company. Coca-Cola was recognized as the most expensive brand in the world in 2005-2015 in the rating of the international research agency Interbrand. The drink is sold in more than 200 countries. According to some statistics, 94% of the inhabitants of the entire planet have at least once heard of the Coca-Cola brand.
Ford (Ford Motor Company, Ford Motor Campani) is an American automobile company, a manufacturer of cars under the Ford brand.
The fourth-largest car manufacturer in the world in terms of output over the entire period of existence; it is currently the third in the US market after GM and Toyota, and the second in Europe after Volkswagen.
It ranks ninth in the list of the largest US public companies in the Fortune 500 as of 2015 and 27th in the list of the largest global corporations in the Global 500 of 2015. The company is headquartered in Dearborn in the suburbs of Detroit in Michigan.
Gap Inc. Gap Inc. (pronounced Gap) is an American company, the largest clothing retailer in the United States, and the owner of the world's second largest clothing store chain. The company's headquarters is located in San Bruno, California (USA).
Google Inc. (MFA, transcription: Google) is an American multinational public corporation, reorganized on October 2, 2015 into the international conglomerate Alphabet Inc., a company in the holding Alphabet, investing in Internet search, cloud computing and advertising technologies. Google maintains and develops a number of Internet services and products (see: List of Google services and tools) and makes profit primarily from advertising through its AdWords program.
The company was founded by Larry Page and Sergey Brin. It was first registered as a private company on January 4, 1996, and on August 19, 2004 began selling its shares in the stock market. Then Larry Page, Sergey Brin and Eric Schmidt agreed to work together at Google for twenty years, until 2024. The declared mission of the company from the very beginning was “organizing world information, ensuring its accessibility and benefit for everyone”, and the unofficial slogan of the company, invented by Google engineer Paul Buckheit: “Don’t be evil”. In 2003, the company moved to its current headquarters in Mountain View, California.
Google manages more than a million servers in data centers around the world and processes more than one billion search queries and 24 petabytes of user data every day. The rapid growth of Google since its inception has led to the emergence of a large number of products not directly related to the company's main product - the search engine. Google has such online products as the Gmail email service, the social network Google+. The company also has desktop products such as the Google Chrome browser, Picasa photo editor, and Hangouts instant messenger. In addition, Google is developing a mobile operating system Android, used on a large number of smartphones, as well as the Google Chrome OS operating system and the Google Glass device. According to Alexa, Google’s main site, google.com, is the most visited Internet site, and numerous international Google sites (google.co.in, google.co.uk, etc.) are in the top hundred in terms of traffic, as several other Google services sites are YouTube, Blogger, and Orkut. In May 2011, the number of unique visitors to Google sites for the month for the first time exceeded 1 billion people.
According to BrandZ, Google is the most powerful brand in the world, and according to Brand-Finance, it is the most expensive brand in the world in 2011. In 2011, Google was recognized as the company with the best reputation in the United States, ahead of Microsoft, Sony and other companies. The dominant position of Google services in the market leads to criticism of the company regarding privacy, copyright and censorship.
Hewlett-Packard (HP, Hewlett-Packard) - one of the largest American companies in the field of information technology, which existed from 1939-2015, a supplier of hardware and software for organizations and individual consumers. Headquarters - in Palo Alto (California).
Produced measuring equipment (oscilloscopes, logic analyzers, signal generators, spectrum analyzers, etc.), electronic medical equipment and equipment for chemical analysis. In 1999, not directly related to computers, information storage and image processing, they were separated into a separate company, Agilent Technologies, or Agilent.
Produced and supplied solutions in the field of IT infrastructure, personal computing systems and access devices, provided system integration, service support and outsourcing services, produced printing devices and image output means.
November 1, 2015 divided into two companies: HP Inc. and Hewlett Packard Enterprise.
IBM (pronounced IB; International Business Machines abbreviation) is an American company headquartered in Armonk (New York), one of the world's largest manufacturers and suppliers of hardware and software, as well as IT -services and consulting services.
A common nickname for the company is Big Blue, which can be translated from English as "big blue" or "blue giant." There are several versions regarding this nickname. According to one of them, the name came from the mainframes supplied by the company in the 1950s - 1960s. They were the size of a room and had a blue color. According to another theory, the nickname simply refers to the company logo. Another version claims that the name comes from the company's former dress code, which required many workers to wear blue shirts and suits.
McDonald's Corporation (the official name in Russia is “McDonald's”) is an American corporation, until 2010 the world's largest franchise chain of fast food restaurants. At the end of 2010, the company ranks 2nd in the number of restaurants worldwide after the Subway restaurant chain. Included in the list of 2016 Fortune Global 500 (420th place). The company's headquarters is located in the suburbs of Chicago Oak Brook.
Mercedes-Benz (Mercedes-Benz; German pronunciation) is a trademark and company of the same name that produces premium cars, trucks, buses and other vehicles, which is part of the German concern Daimler AG. It is one of the most recognizable automotive brands in the world. Mercedes-Benz is headquartered in Stuttgart, Baden-Württemberg, Germany.
The brand name was adopted in 1926 as a result of the merger of two competing firms, Benz & Cie. (founded by Karl Benz) and Daimler-Motoren-Gesellschaft (founded by Gottlieb Daimler), into a single concern - Daimler-Benz. The brand name is derived from the two most significant cars of the combined companies - Mercedes of 1901 and Benz Patent-Motorwagen of 1886.
In 2016, the Mercedes-Benz brand is valued at $ 43.490 billion, holding second place (after Toyota) among automobile manufacturers and ninth place among all brands in the world. According to BrandZ, in 2016 the brand ranks 39th among the most expensive brands with a value of $ 22.708 billion.
Microsoft Corporation (pronounced "Microsoft"; usually referred to simply as Microsoft; the abbreviation MS is common) is one of the largest multinational companies producing proprietary software for various kinds of computing equipment - personal computers, game consoles, PDAs, mobile phones, etc. currently the most widely used software platform in the world - the Windows operating system family.
The company’s departments also produce a family of Xbox game consoles, as well as accessories for personal computers (keyboards, mice, etc.). Since 2012, manufactures its own tablet computer - Surface. Microsoft products are sold in more than 80 countries, programs are translated into more than 45 languages.
The company is headquartered in Redmond, Washington, USA.
The staff of the corporation as of June 5, 2014 is 127,104 people.
Since November 1992, a Microsoft representative office has been operating in Russia (since July 2004, Microsoft Rus LLC).
Microsoft is under court supervision as a result of the 2002 settlement agreement.
Nike, Inc. (spelling of the trademark in Russian - “Nike”) is an American company, the world-famous manufacturer of sportswear and shoes. Headquarters - in Beaverton (Oregon). According to analysts, Nike accounts for almost 95% of the basketball shoe market in the United States. In 2012, the company employed over 44,000 people worldwide. The brand is valued at $ 10.7 billion and is the most valuable brand in the sports industry. Since September 20, 2013 it has been included in the Dow Jones Industrial Average.
The company was founded on January 25, 1964 under the name Blue Ribbon Sports, and officially became Nike, Inc. May 30, 1978. Nike sells its products under its own brand, as well as Nike Golf, Nike Pro, Nike +, Air Jordan, Nike Skateboarding, including under its subsidiary brands Cole Haan, Hurley International and Converse. Nike also belonged to Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to producing clothing and equipment, the company operates retail stores called NikeTown. Nike sponsors many athletes and sports teams around the world.
Nokia Corporation (Fin. Nokia Oyj, pronounced Nokia) is a Finnish multinational telecommunications company for mobile, fixed, broadband and IP networks.
As of the beginning of 2013, the company employed a little less than 100 thousand employees, in the late 2000s the number of employees reached 132 thousand people. The company's products are sold in more than 150 countries. From the 2000s to 2011, it occupied the largest share in the mobile phone market, as of 2012 - in second place with a share of 19% (after Samsung with 22%). In 2011-2012, Nokia began to actively cooperate with the American giant Microsoft, essentially abandoning the support of its own operating system for Symbian mobile devices and the development of the MeeGo operating system, switching to the Windows Phone platform. In the fall of 2013, Nokia announced the sale of its mobile business to Microsoft for 5.44 billion euros. In April 2015, an agreement of intent was signed with Alcatel-Lucent, according to which this company will be acquired for $ 15.6 billion. In May 2016, Nokia announced a partnership with the newly created company HMD Global Oy, which will produce phones and tablets under the Nokia brand. In a press release dated December 1, 2016, Nokia officially confirmed that it is not an investor or shareholder of HMD. Subsequently, one of the main activities of Nokia was the development of the next generation of standards for 5G mobile networks and their testing on the networks of existing telecom operators.
The company is headquartered in Espoo, a satellite city of Helsinki.
Pepsi (Pepsi) is a carbonated soft drink made by the American company PepsiCo.
PepsiCo, Inc., Pepsico is an American multinational company in the food industry, a manufacturer of soft drinks and other food products. Headquarters - in Percheise, New York. The company was formed in 1965 as a result of the merger of The Pepsi Cola Company with Frito Lay. More than half of the company's revenue comes from operations in the United States, another 20% comes from Mexico, Russia, Canada, the UK and Brazil.
Samsung Group (pronounced “Samsung Group”, cor., Samseong Gurub, Samsŏng Gurup) is a South Korean group of companies, one of the largest chaebol, founded in 1938. It is known in the world market as a manufacturer of high-tech components, telecommunications equipment, household appliances, audio and video devices. The main office of the company is located in Seoul.
The word "Samsung" (cor., The more correct translation of the word according to the norms of practical transcription - "samson") in Korean means "three stars." A possible connection of this name with the three sons of Samsung founder Lee Byung Chol, the youngest of whom is Lee Gong-hee (sometimes his name is spelled Lee Kun-hee - tracing paper from English: Lee Kun-hee) headed the company in 1987 in violation of all eastern traditions of inheritance according to which the eldest son inherits most of the family property.
Royal Dutch Shell (pronounced Royal Dutch Shell) is a Dutch-British oil and gas company, the fourth largest production company in the world according to the Forbes Global 2000 rating (May 2014) and the first Fortune Global 500 in terms of revenue (2013). Headquarters - in The Hague (Netherlands).
Starbucks Corporation (pronounced "Starbucks") is an American coffee company and coffee chain of the same name. It was founded in Seattle (Washington) in 1971. The management company is Starbucks Corporation. As of December 2016, the Starbucks chain brought together over 24,000 outlets around the world.
Promoting highly roasted coffee, Starbucks has established itself as a representative of the “second wave” in the US coffee business, initially distinguishing itself from other coffee enterprises by focusing on the taste and quality of coffee sold, as well as on the quality of customer service. With the emergence of the “third coffee wave” in the USA in the 2000s in the coffee industry, whose representatives emphasized the high quality of coffee beans, manual grinding and easier roasting, Starbucks did not refuse to make espresso in automatic coffee makers for reasons of efficiency and safety .
Starbucks became a profitable venture in Seattle in the early 1980s, and despite the economic downturn that accompanied expansion into the Midwest and British Columbia in the late 1980s, the company managed to regain profitability with California in early 1990s. years. The first Starbucks outlet outside of North America was opened in Tokyo in 1996; subsequently, the overseas network amounted to one third of the company's trading enterprises.
United Parcel Service, Inc., or UPS (NYSE: UPS) , is an American company specializing in express delivery and logistics. The company is headquartered in Atlanta, Georgia.
Vodafone Group is a British company, one of the largest mobile phone operators in the world. Headquarters - in Newbury, Berkshire.
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