10 Brands · 48 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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Xerox
From a Rochester photo-paper company to "xerox" nearly becoming a verb — the red wordmark that outlasted a shiny-ball rebrand and, in 2026, took on a Lexmark-era refresh.
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PwC
Two 150-year-old firms merged into an unreadable nobleman's monogram, then a multicolored "butterfly," then two orange parallelograms — launched days after layoffs made headlines.
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KFC
The same real man's face on the logo for 74 years — from full-body caricature to smiling cartoon to red apron to JKR's 2026 "Bucketverse," built entirely around the bucket.
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