Logos, let’s go back to basics

1 October 2014
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I’ve always been a fan of The Logo Game, it never has time to be covered in dust and makes a cheeky appearance now and then. I have always been curious as to how logos develop, the meaning behind them and the elements that makes up a good, memorable logo.

To me Audi, Nike and Apple have hit the mark. They have kept it simple. Successful logos aren’t necessary the biggest, loudest, most complex, they’re simple, recognisable.

Drifting through the streets of Oxford at the weekend, I was stunned to see the Reebok store presenting a logo that was alien to me. ‘What? They have a new logo? How did I not know this?’ So, being the curious cat I am, I did my homework.
I learnt that since working on their repositioning, starting in 2013, Reebok have been focusing on fitness rather than specific sports, supporting the CrossFit movement, introducing Reebok CrossFit. This marked the first use of the “Delta” logo, which has now been promoted as the official Reebok symbol, the second major change to the brand’s logo in its 121-year history (pretty good going if you ask me!). The refresh reflects the brand moving away from being associated with professional athletes, and moving towards the sport of fitness.
The Reebok Delta symbol represents how fitness can transform a person’s life, having a positive impact.


The three parts of the symbol represent physical, mental and social change, the change that occurs when people push their limits and embrace an active lifestyle. To my naked eye the symbol does not look much more than three elements and although I appreciate the simplicity, I feel a little disappointed that the vague thought behind could have easily developed after the logo was designed.

One journey I did enjoy learning about, however, was the thought-provoking journey the Apple logo undertook to get it to where it is today; a prime example of subtle and simple branding. Their logo is globally recognized to represent the forward-thinking, innovative products the brand stands for; the ‘Apple experience.’


The evolution started when Steve Jobs worked with Ronald Wayne in 1976 to create the first Apple logo design, featuring Isaac Newton sitting under an apple tree.
Steve Jobs, however, was not convinced and commissioned Rob Janoff to design a logo that focused more on the apple itself. Janoff exceeded expectations, creating the ‘Macintosh’ apple, reflecting gravity; the separation of light is represented through the varying colours. The intention of the bite is to make the distinction between a cherry and an apple. Over the years, the logo has incurred small alterations, including adopting a black look in 1998, followed by more 3D versions and of course the white logo which appears to be even more iconic today.
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Posted by Jo Workman, Account Executive

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