The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. As of 2014, many corporations, products, brands, services, agencies, and other entities use an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms in circulation are recognizable without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.
1. Stella Artois
Logo first used: 1366
Company founded: 1366
Parent company revenue: $43.2 billion
The origins of Stella Artois can be traced to 1366 when the Den Hoorn brewery was established in Leuven, Belgium. Local brewer Sebastian Artois bought the brewery in 1708 and renamed it after himself. The word Stella, meaning “star” in Latin, was not added to the name until the company released its first seasonal beer, the Christmas Star, in 1926. However, despite numerous shifts in management over hundreds of years, the original horn logo has not changed. The same horn that once beckoned travellers in Belgium is still prominently featured in the current Stella Artois brand. Today, Anheuser-Busch-Inbev distributes Stella Artois in more than 80 countries. According to Plato Logic Limited, a beer market data company, Stella Artois is the best-selling Belgian beer in the world.
2. Twinings Tea
Logo first used: 1887
Company founded: 1706
Parent company revenue: $22.6 billion
Twinings Tea has used the same logo — capitalized font beneath a lion crest — continuously for 227 years, making it the world’s oldest unaltered logo in continuous use, according to the company website. Perhaps even more remarkable, the company has occupied the same location on London’s Strand since its founding by Thomas Twining in 1706. Tea consumption was not always essential to everyday British life. Coffee, gin, and beer dominated English breakfast drink preferences in the early 18th century. By the turn of the century, however, tea had become extremely popular. After 10 generations, family-owned Twinings is now a globally recognized company, distributing its tea to more than 100 countries worldwide.
3. Bass Ale
Logo first used: 1876
Company founded: 1777
Parent company revenue: $43.2 billion
4. Shell Oil
Logo first used: 1904
Company founded: 1833
Parent company revenue: $451.2 billion
In 1891, Marcus Samuel and Company began shipping kerosene from London to India and bringing back seashells for sale in the European markets. Initially, the seashell business was so popular that it accounted for most of the company’s profits. Samuel incorporated the name “Shell” in 1897 and designated a mussel shell as its logo. In 1904, a scallop shell became the official logo. In 1907, Shell merged with the Royal Dutch Petroleum Company, retaining the logo that remains synonymous with the oil conglomerate. In 1915, Shell opened its first service station in California, introducing the red and yellow color scheme still in use. Today, Shell is one of the world’s largest energy companies, with a market value of nearly $260 billion.
5. Levi Strauss & Co.
Logo first used: 1886
Company founded: 1837
Parent company revenue: $4.7 billion
Logo first used: 1905
Company founded: 1866
Parent company revenue: $10.2 billion
Industry: Specialty chemicals
Sherwin-Williams’s logo was originally created in the 1890s by George Ford, the company’s head advertiser. Despite initial reservations about the design, general manager Walter Cottingham considered it an accurate illustration of the company’s rapid growth. In 1905, the “cover the earth” logo replaced an image of a chameleon as the company’s official logo. Sherwin-Williams, based in Cleveland, Ohio, is one of the world’s largest manufacturers, distributors, and retailers of paint. It had nearly 4,000 stores and employed nearly 38,000 people worldwide as of 2013.
Logo first used: 1869
Company founded: 1869
Parent company revenue: $11.5 billion
Heinz first hit the market in 1869 when Henry Heinz and L. Clarence Noble used vegetables from the garden of Heinz’s mother to bottle horseradish and sell it in U.S. markets. While Heinz & Noble Co. did not survive the financial panic of 1873, Heinz returned to selling condiments in a big way in 1876 when he introduced ketchup to the American consumer. Since 1876, Heinz has grown to supply more than 5,700 products worldwide. The Heinz logo itself has its roots in the original Heinz & Noble Co. of 1869. In terms of font, size, and shape, very little of the logo has changed since its inception. Last year, Heinz was acquired by Warren Buffett’s Berkshire Hathaway and private equity firm 3G Capital for $28 billion.
Logo first used: 1896
Company founded: 1875
Parent company revenue: $41.5 billion
Industry: Life insurance
Prudential introduced its “Rock of Gibraltar” logo in 1896, shortly after the company was founded. The symbol appeared in a weekly newspaper above the words, “The Prudential has the strength of Gibraltar.” According to the company’s website, the rock is an icon of “strength, stability, expertise, and innovation.” Prudential has always been an insurance company, founded by John Fairfield Dryden as the Prudential Friendly Society in 1875. The prominence of the logo has paid off particularly well in international markets, where Prudential shares a name with local unrelated companies. In these cases, Prudential uses the rock logo with the alternative wording to promote its brand. Prudential Financial, Inc. (NYSE: PRU) is now among the world’s largest financial institutions, operating in more than 40 countries around the world. The company reported total revenue of $41.5 billion at the end of last year.
Logo first used: 1850
Company founded: 1810
Parent company revenue: $54.1 billion
Justin Blazer, an engraver by trade, designed the original Peugeot trademark in 1847. The logo, originally depicting a lion standing on an arrow, has undergone some modifications — the arrow, for example has been removed, and the lion has changed its pose. The company itself has undergone more considerable changes. Peugeot was initially founded in 1810 as a steel manufacturer. Before becoming one of the world’s most well-known automakers, Peugeot was in the bicycle business. Peugeot is now known as PSA Peugeot Citroen.
10. Johnson & Johnson
Logo first used: 1887
Company founded: 1886
Parent company revenue: $71.3 billion
Industry: Drug manufacturers
Johnson & Johnson (NYSE: JNJ) — the first company in the U.S. to mass-produce and distribute sterile surgical dressings — was founded in New Brunswick, New Jersey in 1886. The distinctive cursive of the “Johnson & Johnson” logo was modelled after founding brother James Wood Johnson’s written signature the next year. The logo continues to be among the world’s most recognizable images. Johnson & Johnson is now a publicly traded company manufacturing a wide range of medical and consumer products. The company’s products are sold in nearly every country in the world. Last year, the company invested between $20 million and $30 million in a global corporate branding campaign, prominently featuring the company’s long-standing script logo.