Logo designs are continuously evolving with the times. When observing the how companies develop there brand identity we see how the evolution of the logo can stay true the initial image and feel or stray away. Here we are going to explore two different companies and the evolution of their respective logos.
HP:
When HP originally created their logo it represented Hewlett and Packard, the two founders William Redington Hewlett and David Packard. This consists of a simplistic black color of the letters hp with a revolving circle. This developed into their next logo where the surnames of both founders are included into the logo while keeping the original logo shape by forming two halves of a rectangle, this was the first introduction to the color blue, I found that this evolution was a step in the wrong direction as it has to many things happening within the logo compared to it's predecessor which was more simplified and still represented the founders.
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| HP Original Logo (1954) |
This later developed with their third iteration which took away the names and kept the rectangular shape, the lettering also met halfway between the first two designs and also made the color blue it's brand color. I found that this design works well by taking aspects from the older logos and combining them into cleaner design with a clearer message and tone.
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| HP Logo (1981-2009) |
This logo lead to its current logo which simple inverts the entire design so the result is that the circle is the blue outer layer encasing the white HP. This logo is much more modern and fits with this time period of simplistic designs. I find this is a much improvement as the logo no longer takes as much space with the removal of the square. The inverted coloring also creates a unified design with the edges of the lettering not intruding the circular form. I found that this is a good example of how simple changes can vastly improve a design.
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| HP Logo (2009-Present) |
Weight Watchers:
When Weight Watchers was created it was marketed as a weight loss company that was aimed towards the female market. The original design of the logo consists of the brand name colored in pink. The use of a scripted typeface and a slim weight of the stroke delivers the message of feeling slim and light, the logo feels inviting for a task that people like to avoid. The usage of color also instantly says which gender this is aim towards which is females. This logo works extremely well in symbolising Weight Watchers and their agendas while creating an inviting present.
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| Weight Watchers Original Logo (Pre-2003) |
This logo later developed into one that was more aimed at the general public rather than a specific gender. The change of font suits the period of time while keeping its light weighted strokes but changing it into a more unisex program by changing to the color blue and using a San Serif font. The use of the swirls on the end also represents a feeling of health and movement as it includes the colors blue and yellow while wrapping around the first letter of the brand name. As the company broadened its target market they successfully developed a logo that no only looks appealing to all genders but keeps the intended message of losing weight and keeping slim. I find that this has a clear message in its choices of design while keeping with the times.
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| Weight Watchers Logo (2003-2012) |
In 2012 Weight Watchers revealed its new modern logo which consists of a grayscaled design with large weighted font. The design of having the name fade from black to white does represent the message of losing weight and going from heavy to light but by taking away any form of color the tone of the logo loses any excitement and engagement towards the company which is suppose to be about being healthy and active. This negative decision isn't helped when you notice the choice of font they now incorporated, for a company about slimming down why would you develop a font that is not only intimidating but gives a image of a big bad corporation, this has also been compared to Microsoft Offices Word Art which is is not a positive comparison from a design aspect. The whole message and tone has been completely lost from where they began and that is why I feel that this development has resulted in a logo that completely loses everything that the past logos were trying to convey.
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| Weight Watchers Logo (2012-Present) |
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