Eternal logos

25 logos that have never changed since the founding.

Rebranding - one of the favorite activities of top management of most of the world and Russian companies. However, there are those who protects their logos tens and hundreds of years.

In this article collected eternal logos of world renowned companies, so strongly entered into our life, which is likely to change the visual image could kill these brands. No one would understand such a move. Imagine, for example, Coca Cola became issued with a yellow label and the name written in block letters shaggy. Would you buy? We - definitely not.

All logos with a long history can be divided into two categories: those that do not, and I never did, and those that occasionally change details and Richt fonts. According to this principle, and we have built this material.

does not change

Olympic rings

Eternal logos

1912 Baron Pierre de Coubertin

The most common and generally accepted symbol of the Olympic Games - five connected rings colored - invented himself Pierre de Coubertin in 1912. Worldwide representation they received at the VII Summer Olympics in Antwerp in 1920.

Distributed version, the rings represent the five parts of the world, countries which are involved in the Olympic movement: Europe - Blue America - red, Asia - yellow, Africa - Black, Australia - green. Six colors (with white background cloth) are combined so that the colors are contained in the flags of all countries of the world.

Chupa Chups

Eternal logos

1969 Salvador Dali

Chupa-Chups brand was founded in Spain in 1958 of the last century as part of "Granja Asturias". Enric Bernat created the first lollipop (originally wooden), which could suck and do not spoil your clothes and hands. brand logo design company owner Enric Bernat "an acquaintance" painted the famous countryman Salvador Dali. It was he who in 1969 came up with a flower shape for the logo of Chupa Chups, which with minor modifications safely survived until today. He also proposed to place the logo is not the side, and the top candies.

of Playboy

Eternal logos

1953 Art Paul

Eared Bunny appeared in Playboy in the same year, when he first saw the light - in 1953. His painted for Hugh Hefner illustrator Art Paul. Hare in a bow tie - it was a hare, not a rabbit - was chosen because it is fun, playful and yet very sexy. In this he was sure Hugh.

of Bacardi

Eternal logos

1862 Facundo Bacardi

In 1862 Cuban wine merchant Facundo Bacardi acquired the distillery in Santiago de Cuba, and started to make her white rum on its own technology. Under the roof of the distillery lived a huge number of Mexican tailed bats, and Facundo decided to take an image of a mouse, ate fruit on your logo. This decision contributed to the fact that in Cuba fruit bats - a symbol of good luck.


Eternal logos


Logo 70-degree digestif is based on an ancient tale about Reverend Ditharda Klein Hubertus, the patron saint of hunters. Tale tells of Hubert, who violated the ban on hunting, and his fate. He met a deer, and he felt hurt and ashamed (divine a story). The deer turned and between his horns shining cross, animal hunter offered to pardon and freed him from suffering. Hubert, of course, became very religious and then a saint.

The name is translated as a digestif "hunt master".

the Maybach

Eternal logos


Two "M" in the logo of the Maybach - a name the company's founders, Wilhelm Maybach and his son Karl.

the Porsche

Eternal logos


When it comes to the origin of the cult of the logo, in the same car company can be two versions of the same stories. And it hides from us the truth about the Porsche and the logo of the German manufacturer of sports cars. According to a representative of Porsche Cars North America, a very influential distributor Max Hoffman Car (Max Hoffman) met with Ferry Porsche (Ferry Porsche) in a New York restaurant in 1951. During the discussion, Hoffman insisted Porsche that his car needed a powerful logo, something special and very elegant. A rough sketch was made in the same place and at the same time, on a napkin. But the story, which is told in the Porsche Germany differs from this colorful story. Max Hoffman exactly asked to come up with Ferry Porsche logo, but painted it was definitely not on a napkin in a Manhattan restaurant, and an engineer company Franz Xaver Raymshpissom (Franz Xaver Reimspiess).

the Goodyear

Eternal logos


Constant winged sandals on tires Goodyear logo appeared thanks to Frank Ziberlingu, founder and president of many years. Frank house on the stairs stood a statue of Mercury (aka Hermes), the god of commerce and cunning, and Mr. Ziberling felt that this god embodies all the characteristics that already at that time were known to Goodyear products. He gathered at the home of his staff to discuss upcoming logo, and was one among the winged sandals of Mercury sketches. The decision was taken unanimously.


Eternal logos


Nivea cream went on sale in 1911, but in 1924 he was packed into a flat tin jar of blue with white lettering, which immediately became the company logo. Nivea, by the way, from the Latin, "Snow White". A blue color was chosen largely because at that moment he was not associated with any political party in Germany.


Eternal logos

1925, Coco Chanel

The two letters "c", located symmetrically crossed, came up and drew herself Coco Chanel in her castle in Nice before the opening of its first monobrand store.


Eternal logos


The inscription "Burberry" has existed since 1856, since the founding of the brand, but a knight in armor on horseback with flag, in which "Prorsum" ( "Forward") is written, was registered only in 1901.

of Bvlgari

Eternal logos

1884Ctrannoe mark the letter "u" in the logo of the world famous jewelry brand explains the origin. Italian company founded Greek Sotirios Vulgaris and modern Greek, his name was written that way - Bvlgaris. From the letter refused immediately, to give the title more Italian sounding.

Louis Vuitton

1896 Louis Vuitton

LV monogram appeared in 1896, six years after the company was founded. What's interesting is that the monogram was planned to mark all the original stuff Vuitton, because even then bags and suitcases began to actively forge. I wonder, would now become of Louis Vuitton, if he went to the Moscow metro and walked to the markets. According to the latest data, only 1% of things with similar markings are authentic in the world.



The company was founded in 1837, but more than a hundred years, never had a logo. His role is played by simply writing the name, as is now customary in the fashion business. Logo became a royal carriage drawn by horses with orange.

There were changes in the details of

Coca Cola

1886, Frank Robinson

The main competitor Pepsi all the years of merciless war quietly watched Throwing red and blue in the field of identity, occasionally drawing subtle restyling its centennial logo. The Coca Cola history there is only one "infamous moment" when they literally for several months tried to introduce a new writing in 1980, but quickly gave up the idea. In 2008, Coca Cola again chose a light straightening drastic restructuring - the company simply took the "vyvorotki", and the letters are red and the background is gone.


1962 Jim Schindler

Golden arches were painted to relate Identity restaurants with arches, which were then at the entrances to McDonald's. Jim Schindler actually only connected two identical architectural elements into one. The aim of the logo, in addition to raising awareness among consumers and has been conducting a parallel in the minds of potential partners for franchising of McDonald's to the gold veins. Therefore, they have color and such.

of Nike

1971, Caroline Davidson

History, nabivshaya on edge and become painfully familiar. Swoosh of Nike, which is perhaps the most recognizable sign in the world came up with Portland State University student Caroline Davidson in 1971. She paid for it 35 dollars, even taking into account the prices of those years it - a penny. logo design almost has not changed in 37 years - has changed only the spelling of the name of the brand, and now all gone.

the BMW


BMW, myth (and smart marketers) fooled several generations, linking the company logo with the aviation theme. "The German advertising agency in the 1920s to create an advertisement that showed a range of BMW in front of the rotating propeller aircraft and thus reflect the origin of the company as a manufacturer of aircraft engines. And then it turned into a myth, "said Dave Buchko (Dave Buchko), representative of BMW North America. And despite the fact that BMW actually produces engines for aircraft, white and blue logo is the colors of the Bavarian flag, not a propeller and sky.

Over 88 years in the logo only his environment has changed a bit.

the Ferrari


One of the most famous logos of all time - Prancing Horse Ferrari - first appeared on military aircraft, which is controlled by Francesco Baracca, aviator and World War I hero. In 1923, Enzo Ferrari (Enzo Ferrari), met with the parents of Francesco after the race, and they asked him to use the image prancing horse on his racing car - good luck and as a tribute to the memory of Francesco, who died shortly before the end of the war. By horse was added yellow background (the color of the official hometown of Enzo Ferrari, the Italian Modena), as well as to change the direction of the tail, it began to look up.

a Maserati

1914 Inspiration to find the name and logo creation can come from a thorough and accurate research among consumers, loopholes in the law, or, in some cases, out of sight on the environment. Maserati brothers when creating his trident got inspiration from Neptune statue, which stood in the central park of Bologna, where the headquarters of the company. Trident with Maserati's signature under it was painted by the artist by Mario, who was also the only one of the seven Maserati brothers, who had never been engaged in the design and production of machinery.

The first time the logo was not lower slats covering "leg" of the trident.

the Volvo


The name Volvo is Latin roots. It means "I roll" and is taken from the name brand balls, which he wore until the moment when he was attached to the Swedish automaker in 1924. As company logo antique iron was selected symbol is a circle with an arrow situated diagonally towards the top right corner.

iron symbol is one of the oldest and most well-known image in Western culture. In the Roman Empire, this sign represented the warlike and invincible god Mars, who fought only iron weapons.

Diagonal stripe running across the radiator grille, which was originally performed only as a mounting point for the nameplate, but now it's almost the same brand identity as the symbol.

Johnnie Walker

1908 Tom Brown

Son of the founder of the brand Johnnie Walker George Walker in 1908 met with comic book artist Tom Brown, and together they created the concept of the walking man. It is believed that this is actually a caricature of John Walker, but be that as it may, the picture of Tom so loved George and his brother Alexander, that since people and stepping on each bottle of whiskey. The only change is the color, and a few decades ago was changed font. We deliberately did not take the company logos that are less than thirty years. Such as Google, Red Bull and others. Too little time has passed yet for the history of identity to be able to make any conclusions. Also, we did not take everything the eternal logos of the three business sectors, renowned for its conservatism - high fashion, cars, expensive alcohol. Choose only the most demonstrative and interesting.