Brand evolution isn’t just about making tweaks to a logo to appear slicker, more modern, or fresh. Of course, it’s one of the first things people see, so it holds significant importance, but the purpose of a brand refresh is so much more.
In this thought, we’ll explore some big brands and how they’ve evolved, as well as the key reasons for brand evolution, how it happens, and why it matters. We’ll start by focusing on some of the world’s biggest and most globally recognised brands, and how they’ve approached brand evolution.
McDonald’s
To kick things off, we’re sure you’ve heard of McDonald’s. Who hasn’t? Those golden arches have been an iconic symbol since the 1950s.
Taking a step back in time, McDonald’s was named after its founders, Richard and Maurice McDonald — using the founders’ names gave the brand a more personal and family-led feel, which still appeals to audiences today.
The McDonald’s brand was built on simplicity, efficiency, and speed—values that align with the fast food industry and have remained consistent throughout the brand’s evolution. It’s something people have come to expect from the service, time and time again.
Focusing specifically on the identity, it’s clear that McDonald’s is more than just a logo. It’s a globally recognised symbol that feels like it has always been there. Despite a series of smart redesigns over the years, the brand has taken on an even more simplistic approach, dropping the wordmark and relying solely on the colour and symbol of the arches—and it works!
Moreover, McDonald’s marketing has always adapted to meet the wants and needs of its customers. In recent years, for instance, their marketing has catered more to health-conscious consumers seeking more nutritious options, all while staying true to the brand’s original offering.
Overall, simplicity has been key to McDonald’s skilfully establishing itself as an affordable, dependable, and globally renowned fast food brand, achieving unrivalled success in its ever-growing industry.
Netflix
Next up, we have Netflix. Let’s start with a fun fact: where did the name ‘Netflix’ come from? As you can see from its logo evolution, the original logo features a film strip cutting through the words ‘Net’ and ‘Flix’—with ‘Net’ referring to the internet and ‘Flix’ to movies. Netflix’s brand has certainly evolved over time, starting out as a DVD rental service and growing into one of the most well-known names in streaming content.
So how did the Netflix brand go from a no-name entity to a major player in the entertainment industry in just 20 years?
They first formally became ‘Netflix’ with their black and yellow identity, aligning with their new business goals and ambitions as they moved into the realm of unlimited rentals—a unique offering at the time, when rentals were typically on a one-off basis. This logo only lasted about a year before being replaced with a more modern identity.
It was during this shift that Netflix introduced the bold splash of red, which has since become a well-recognised brand colour. According to Netflix.com, “The wordmark remains an essential identifier of our brand. While our goal is to lead with the N symbol, we enlist the wordmark to ensure brand recognition in low-awareness markets or when production limits the use of colour.”
Netflix attributes its brand success to internal collaboration. The marketing and product departments worked closely together to implement the Netflix brand. As they describe it, “Marketing defines the brand, and product brings the brand to life by building a great product.”
Airbnb
Finally, we have Airbnb. Let’s take it back to 2008 when this revolutionary startup first launched. With the new brand came a new logo, which is far from the polished identity we all recognise today. However, it laid solid foundations for the brand, enabling it to evolve, grow, and move from strength to strength.
In 2010, Airbnb made a significant move with its identity, retaining the original concept while refining the font and colour palette. This change gave the overall appearance a cleaner and simpler feel.
Airbnb serves as a great example of how important brand identity and evolution are. It demonstrates the necessity for a brand to reflect the company’s growth, voice, and brand values.
Final thoughts
So, to wrap things up, we’ve examined three very different brands, but what do they have in common in terms of their brand evolution?
- First off, they’re all instantly recognisable, and their ability to change, evolve, and adapt over time has allowed them to continue growing as organisations while remaining well known.
- These brands also champion simplicity. Once solid foundations are built, you create a great product, establish trust, develop a reputation, and forge a bond with your audience. This enables brands to move from strength to strength, allowing marketing to become simpler and braver!
At Ultimate, we have over a decade of experience delivering impact across brand design and strategy. Why not learn more about our work, or get in touch to discuss your brand’s potential.
