Companies do minor and major changes to the design of their brand to be at the top of the branding game. Logo, packaging, product and advertising help brands to stay fresh and relevant. Looking at the branding evolution, it helps to understand how the value of brands and target markets stay consistent or evolved over time.

Lipton Tea Modern

Lipton Tea Classic

From classic to modern branding, we can see the social values, lifestyle, culture and identity behind the branding. One brand which has greatly evolved is “Lipton Ice tea”. Back in the early 1990s, when it was first introduced, it contained a lot more words and pictures. The advertising mantra was “more is more”. Nowadays, we all believe that “less is more” and this sense of calm and relaxation is now projected in Lipton branding.

BMW classic                                 BMW Modern

On the other hand, BMW is one of the most consistent brands and has remained unchanged for nearly a century. This luxury car brand only added depth to its logo with a shining source on the “B”. Now, who does not know Nike, one of the most ingenious brands? Since it was founded in 1971, its tick or “swoosh” logo has been so well recognised that it does not need a brand name to be accompanied with its logo now.

Nike Classic  Nike Modern

A solid brand brings high attraction to customers and helps a company triumph in a brand war. The comparison of classic and modern branding lets us learn about past trends in design, style and fashion. It is fascinating to see how brands evolve over time.

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