FedEx

The original logo was used for twenty years, from 1974 to 1994.



The new logo has two interesting aspects, in addition to the crisp, modern type face. First, each division has a color-coded version of the corporate logo.



And there is the hidden "go this way, make forward progress" arrow. Squint at the white space between the "e" and the "x" near the bottom. See it yet? If not, here's the hint.

Procter and Gamble

No discussion of the history of corporate logos would be complete without retelling the story of how Procter & Gamble was forced to change its logo.

From 1851 on P&G used variants of this "man in the moon" logo.

                                              

In the 1980s rumors began circulating that the logo was a Satanic symbol. The company denied the rumors, tweaked the logo to remove the offending design elements, and finally in 1985 introduced its new, unoffensive logo.

                    

Luckily branding is more important for the company's products than its corporate identity.

Wal-Mart Stores

Wal-Mart has very helpfully posted a history of their logos on their website (http://walmartstores.com/AboutUs/8412.aspx along with some commentary.


The logo and typeface have changed quite a bit, making for inconsistent branding. There is quite a gap between "wild west" and the new "flower power".In my opinion, the logo which best described their business strategy of "everyday low price"s is this one:

                                      
 Also, what's with dropping the hyphen? Apparently even the company isn't sure whether their name is "Wal-Mart" or "Walmart". In the latest quarterly earnings release, the words are used interchangeably.

Walmart Logo Timeline

In our 46-year history, we have freshened up the Walmart logo on a number of occasions. Take a look at the evolution below.

	1962 - 1964 Sam Walton names his new stores WALMART. The Walmart name was presented in just about any font/style available to the printer.
	1964 - 1981 Also known as the "Frontier Font Logo," this was the first official and consistently used logo.
	1968 - 1981 The Discount City mark was used in print advertising, on the uniforms/smocks, in-store signing, and other things. However, it was never used as building signage or in an annual report.
	1981 - 1992 The logo was updated again in 1981.
	1992 - 2008 The star was adopted as an update to the existing logo in early 1992.
	2008 New logo adopted by Walmart Stores U.S

McDonald's

               

Not only is logo synonymous with the company, so is the phrase describing the logo. "Golden Arches" can only mean one thing. Whether or not you like to eat there (and I don't), you have to admit the branding is superb.