7 Brands · 37 Redesigns Documented
Apple
From Newton under a tree to the rainbow to the minimalist monochrome — Apple's logo tracks its journey from garage startup to design religion.
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Nike
A $35 commission that became the most recognized mark in sports. The Swoosh's journey from "Blue Ribbon Sports" to global icon needs no wordmark.
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Pepsi
125 years of reinvention — from ornate script to patriotic bottle caps to the controversial $1M "smile globe" rebrand that split the design world.
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ADT
America's oldest security company has reinvented its identity multiple times — from telegraphic roots to the blue shield that became synonymous with home safety.
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FedEx
The most celebrated hidden element in design history — a right-pointing arrow hiding in negative space between the E and x. A logo that earns attention by hiding what makes it great.
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Gap
A 24-year-old logo so trusted that when Gap tried to replace it, the internet revolted in real time. The six-day logo disaster of 2010 changed how brands think about social media and identity.
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IBM
Paul Rand's eight-stripe masterpiece — unchanged since 1972. The story of how Thomas Watson Jr. built a design philosophy that produced one of the most enduring corporate marks in history.
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