Logo Evolution: How and Why Brands Switch Things Up

Apple has evolved from garage startup to tech giant, and their logo has evolved to reflect that.
In an attempt to distance itself from the racial stereotype that appeared in its logo for over 100 years, Aunt Jemima rebranded in 2021 to become Pearl Milling Company.
Sometimes a logo evolution is simply aesthetic.
The Weight Watchers logo refresh was a big fail prior to rebranding as “WW.”
If you search “Smuckers logo” on Twitter, you will only see mean tweets.
Who knew that people were so passionate about the straw in the orange? Not Tropicana.

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We are a creative, Boston-based ad agency that takes the things we know, learns the (many) things we don’t, and puts them to work for our clients’ success.

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