Evolution, Not Revolution

Logos are the face of a brand. They sit on everything from business cards to billboards, subtly shaping how we perceive a company. But here’s the thing—when it comes to logo design, the best brands don’t tear it all down and start again. Instead, they evolve.

You’ll notice something interesting if you look at some of the world’s most recognisable companies—Apple, McDonald’s, and PayPal. Their logos have changed over the years, but the essence has remained. It’s evolution, not revolution.

Apple

Apple’s journey is the perfect case study in brand evolution. In the late 90s, when the colourful “Think Different” campaign was in full swing, Apple’s logo included its name alongside the iconic bitten apple. But over time, the text disappeared, colours removed, leaving only the sleek, monochrome symbol we know today. Why? Because Apple didn’t need to shout anymore. The logo itself had become powerful enough to stand alone. It’s a lesson in confidence—by simplifying, Apple reinforced its identity rather than diluting it.

McDonald’s

Perhaps one of the most famous logo evolutions of all time belongs to McDonald’s. The Golden Arches first appeared in the 1960s, designed to mimic the restaurant buildings’ architecture. At the time, the logo featured an overlapping double-arch with a slanted line through the middle, forming an “M”. As McDonald’s grew into a global fast-food powerhouse, the logo became simpler. By the 1970s, the arches were refined into a clean, symmetrical “M.” Over the years, the brand has removed extra details, opting for minimalism—eventually arriving at the now instantly recognisable single golden “M” on a red background. The message is clear: McDonald’s doesn’t need words or embellishments. The Golden Arches alone are enough to trigger Big Mac cravings worldwide.

PayPal

PayPal’s logo tweaks are another great example. The company started with a straightforward, outlined wordmark in the late 1990s. As digital transactions became second nature, PayPal adjusted its branding to be softer, friendlier, and more mobile-friendly. The 2014 refresh gave us a bolder, overlapping “PP” symbol—more compact, instantly recognisable, and designed to work effortlessly on smartphone screens. The lesson? Modern logos need to be adaptable, not just stylish.

Why Evolution Works Better Than Reinvention

So, why do these companies choose gradual updates over radical redesigns?

Recognition Matters – A complete overhaul can alienate customers. Keeping key visual elements ensures continuity.

Brand Trust Takes Time – Customers associate logos with reliability. Subtle changes maintain familiarity while being contemporary.

The Digital World Demands Simplicity – Logos need to work across tiny app icons, massive billboards, and everything in between. Simplification is key.

Accent

As Accent enters its 35th year, we’ve undergone radical brand changes since the 1990s. However, in recent years, we have taken a more subtle approach. The green “accent” has been a mainstay in our logo, and to modernise with a nod to our origins as a digital print house, we’ve incorporated the “accent” onto the wordmark, imitating a paper fold. And, because a logo is not a brand, this will be featured more across our digital marketing, echoing how we transform ideas on a flat piece of paper into a complex technical system.

If your business is considering a rebrand, the takeaway is simple: don’t wipe the slate clean. Instead, refine what’s already there and ask yourself—does it need a revolution or just a little evolution?

Article by Karen