The document discusses the evolution of logos for three major brands: Domino's, General Electric, and Johnnie Walker, highlighting key reasons for logo changes over time, such as consumer perception, mergers, and shifts in company focus. It details the history and design transformations of each brand's logo, illustrating how these designs reflect the companies' growth and evolving market demands. Notably, the analysis emphasizes the importance of contemporary branding to remain relevant in a competitive landscape.

1. Brands That Changed Their Logo Over The
Period Of Time
“Change is the only change-less law of nature”
Presented by- Kushal Kaushik

2. Brands dealt with:
• Domino’s
• General Electric
• Johnnie Walker

3. What is Brand?
According to the American Marketing Association -“A name, term, sign,
symbol or design, or a combination of them, intended to identify the
goods or the services of one seller or group of sellers and to
differentiate them from those of competitors.”
What is Logo?
A logo is a graphic mark, emblem, or symbol used to aid and promote
public identification and recognition. It may be of an abstract or
figurative design or include the text of the name it represents as in a
trademark.

4. Reasons for changes in Logo over time:
1. Being perceived as contemporary- Logos are extremely important brand
associations that most consumers look up to. Some iconic brands which have
been around since decades, have made changes to their logos as having an
evolving logo, gives an impression that the company is aware of the current
trends and the needs of the consumers. Eg:- Pepsico (1898-2018)
2. Complex logos - A lot of brand managers of major MNCs have changed the
product branding, packaging and logos as the consumers perceive it to be
highly confusing and difficult to relate to. Having a complex logo that leaves
consumers confused actually of no use. The logo needs change as soon as
possible as it is not serving the purpose it was created for. Eg:- Bacardi
3. Company Merger and Acquisitions :- In case of a merger or Acquisition the
company offering changes or company offering the product change and thus
there arise the need of changing the logo. This is no mandate but can be done if
needed. Eg:- J.P MORGAN CHASE
4. Visual appeal for the audience that keeps evolving - In the age of instant
gratification, the consumers are continuously on the lookout for new products
that give them something new to experience. As a result, it is very important that
we continue to remain in the consumer’s mind as per the branding strategy that
has been thought of. Eg:- BMW

5. 5. Change in company focus and values - Many times a company starts out
to provide certain services and products to a specific target group in mind.
However, as the company progresses, its priorities may change. It may
realize that there is a bigger market to target when offer certain other
products and focus on a completely different target group. This could actually
result in a complete restructuring of the company’s brand and thus logo
change is inevitable. Eg – Nokia started as a B2B rubber works company
and then entered and revolutionized the cell phone market.
6. Continuous Evaluation - In a continuously evolving world, where
companies are born and bought every week, logos are being made and
replaced every other week. What this would imply is that your logo is aging
at a rapid pace. In the age of social media, perceptions of consumers
change every few days, and therefore, having a logo that is in sync with the
current trends is important. Eg:- Johnny Walker.
7. Standing Out - The main focus of any company is to maximize revenue and
earn profits. The downside to this for many consumer products is that when
you are successful, many small companies keep a similar name and logo for
their products in order to trick the consumer into buying their products
thinking that they are buying your brand. Eg:- Emami Fair & Handsome ,
HUL Fair & Lovely Menz.

6. Brand 1 : Domino’s

7. Brand & Logo Explanation
• Founded by two brothers in a small Michigan town in the 1960’s, Dominos was once
just a tiny little hole-in-the-wall pizza joint.
• Now as the 2nd largest pizza chain in the United States, along with many stores in
several countries, Dominos has become a world player in the world of pizza.
• Once offering only a limited selection of pizza, they have branched out into
vegetarian options, sandwiches, chicken wings and, of course, the famous pizza.
One important factor that has helped Domino’s pizza over the years is the distinctive
look of their logo.
• The bright and appealing colors stand out to people passing nearby and, with
exposure to millions across the world; Dominos has become the place that many
people think of first when they want to order a pizza.

8. THE LOGO TIMELINE

10. Reason for changes in logo
LOGO 1 : The Classic Three Dots
• The very first Dominos logo, which was created in the 1960’s, was created for
two reasons. First it sought to attract more customers due to the bright and
cheerful colors of the logo. The red, white and blue colors were meant to be
highly noticeable so as to appeal to the largest amount of people possible.
• The three dots on the logo symbolize the three original Dominos locations that
were open at the time. As the company planned to work hard on franchises,
they planned to add a dot each time that a new location opened. Of course,
with the incredible success of the Dominos brand, this plan was scrapped
because the logo would otherwise need thousands of dots.

11. LOGO 2: A SMALL FLIP
In 1987, the company decided to apply a minor change to their
logo. First to be changed was the colors of the logo. While the
general color scheme remained the same, the colors were made
much more striking. This served to make the logo much more
distinguishable to people on the roadside and people online.
They also decided to flip the logo on its side. This had the effect
of making the logo even easier for passerby to see, bringing in
more customers.

12. LOGO 3: A GRAPHIC UPDATE AND THE
ICONIC TILT
In 1975 the company decided revamp the logo by changing the font as well as
the design of the dots. The reason for this change was to keep up with the
changes in the market and making the logo more appealing and brand to be a
modern choice. The tilt in the dots made a complete change in viewing the
brand logo. Its iconic tilt made it distinguishable and created unique
impressions in the mind of consumers. This logo lasted for more than three
decades or rather until now just because of its state of the art shape and logo
design.

13. LOGO 4: THE PRESENT LOGO
The current Dominos logo was created in early 2012. This logo kept the famous
dominos icon, but removed the word pizza from the slogan, only showing the
company name Dominos. This was send a bold and clear message that Domino’s is no
more just a pizza place rather constitutes of many more offerings . This showed how
powerful the Dominos brand has become. They no longer need to push the fact that
they provide Pizza, because so many millions of people understand perfectly what
they offer. Domino’s has now become synonymous to Pizza.

14. BRAND 2:
GENERAL ELECTRIC

15. THE BRAND
• The General Electric Company, more commonly
known as General Electric or GE, is a leading
multinational conglomerate corporation
incorporated in New York.
• One of the largest global companies on the
planet, it employs over 304,000 worldwide in
different sectors such as Capital Finance, Energy
Infrastructure, Technology Infrastructure,
Consumer & Industrial, as well as NBC Universal.
• Thomas Alva Edison started this company by
inventing the first commercially usable light bulb
and today this company operates in over 180
countries. Out-rightly proving its brand essence
i.e. “Imagination at Work”

16. LOGO
• The now iconic logo of General Electric was
originally designed in the 1890s. The current
version of the GE logo was designed in 2004
by the famous London-based branding
agency Wolff Olin's and contains a modified
form of the original design.
• Although it has a distinctly “old fashioned”
feel to it, the memorable emblem nonetheless
packs so much power and is responsible for
thousands of consumer products and other
related services for more than 12 decades
after its creation.

17. COLOR
The blue color in the GE logo symbolizes
excellence, perfection and trustworthiness of
the company’s products and services.
Even the font used in the logo has the
trademark with name “GE INSPIRA”
SHAPE
The circular shape of the GE logo has been almost
unaffected by time, barely touched by
contemporary design trends. Moreover, the inner
activity close to the perimeter of the circle grants a
feel of motion and fluidity to the overall design,
which is further strengthened by the intellectually
appealing treatment of the interconnected initials.
The classic appearance of the symbol, and more
particularly the legible circular profile, gives it an
incredibly neutral and comfortable visual
expression

18. LOGO CHANGE TIMELINE

19. THE CHANGE TIMELINE
THE CURRENT LOGO
• CEO Jeffrey Immelt commissioned changes to the logo in
2004, resulting in the brand we still see today. His
vision encapsulated a trend which can be summed up as
an effort to coalesce the corporations far-flung
enterprises under one unifying banner.
• These modifications, designed by Wolff Olins, included
the new light blue color palette, and the new slogan,
"imagination at work" replacing the one so familiar
from the bevy of commercials created toward the end of
the last century which was "we bring good things to
life.“
• These changes were meant to convey an open company
that perhaps has a commitment to maintaining a
healthy, big blue world through all of its eco-friendly
practices.

20. Brand 3: JOHNNIE WALKER

21. BRAND History
• Nobody knows precisely how long people have been
distilling alcohol, but it seems likely that the practice
is at least four thousand years old.
• The earliest whisky was fairly bracing stuff, distilled
almost exclusively by monks. It was never allowed to
mature and tended to be very raw, as befitted a drink
that was seen primarily as a medicine, used in the
treatment of everything from pox to palsy.
• Then along came Henry VIII who dissolved the
monasteries and turned out the monks, whereupon
whisky production made its way into the cottages
and homesteads of regular Scots.

22. Continued..
• Over time, these ‘home distillers’ refined the process and
discovered that whisky could be a pleasurable experience in
its own right.
• Fast forward to the early 19th Century and a dram of whisky
was a staple of life in Scotland. Some became quite widely
available, usually through your local grocer’s shop. The
trouble was that these whiskies weren’t always that
consistent. The one you enjoyed yesterday might taste
completely different tomorrow.
• For one young man named John Walker - the proprietor of a
grocer's in Kilmarnock - this wasn't good enough. He wanted
his customers to enjoy the same quality and flavour time after
time after time. So he began to blend them together until he
produced a whisky he was happy to put his name to.

24. LOGO History
Logo 1: The hand written walker (1908-10)
The very first logo was to show
that when a person is in his office
working late , one of these bottles
and the amber liquid in it would
embrace how useful they were, a
flamboyant individual came to
emboss your liquor bottle and that
was the Johnny Walker.

25. Logo 2:The advent of Print Media (Since
1910)
By this time the print
media flooded the market
and by this came change in
Walker’s representation
now instead of hand
painted figures it appeared
in its first black and white
print. This appealed the
modern era and showed
that brand is all about now.
And as the adjacent image
shows Johnnie Walker, born
in 1820 ….. He Still is giving
strong.

26. Logo change timeline

27. There was one final redesign in
2015, which is the version we have
now. Today’s Striding Man got his
smile back, as well as a hat tip, and
boots that presumably zip up the
inside of the leg, rather than the
outside. His shirt and jacket got
buttons, and his coattails got longer.
Agencies Bloom and Anomaly
refreshed Johnnie Walker's logo
with a more detailed character and
contemporary luxury-label lettering
meant to appeal to a young,
sophisticated audience.
THE CHANGE

28. Jane Walker
In recent times the brand launched a
new logo naming it Jane Walker in order
to encourage women empowerment and
respond to increase in females
consuming the scotch. The new logo
demonstrated a feminine figure of
Johnnie Walker and represented that of
an ambitious lady with the hat and a
stride. This was launched on March
8,2018 on the occasion of Women’s Day
in US. This was to promote the gender
equality and represent how women’s too
have contributed significantly in creation
of the brand.

29. THANK-YOU