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How the World’s Most Iconic Logos Evolve Over Time

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For many of the world’s most iconic companies, the value of a brand is immeasurable.

Companies like Apple or Mercedes-Benz work endlessly to forge identities that allow them to be instantly recognizable to consumers. They want a logo that communicates their mission, value proposition, history, and legacy – and to do this, many of these companies continue to use icons, symbols, or colors that are decades old.

But this doesn’t mean that their identities and logos are static. In fact, many of these world-class brands have actually changed dramatically, while still incorporating important elements from their company histories.

How Logos Evolve

This infographic comes to us from The Logo Company, and it is a compilation that shows how logos evolve over time:

Infographic: How the World's Most Iconic Logos Evolve Over Time

Even today, many of the world’s most iconic companies have logos that pay tribute to their rich histories. And though some of the imagery may stay the same, the logos continue to evolve to reflect the values and new design aesthetics of modernity.

For example, the identity of Royal Dutch Shell has been based around the image of a shell for well over a century. Between 1900 and 1930, the company represented itself by using realistic drawings of scallop and pecten shells:

Shell logo evolution

The distinctive yellow and red colors were first added to service stations in 1915, and the shades eventually made it into the official logo itself by 1948. Today’s version of the Shell logo is ultra-simplified, and the brand is so recognizable that the logo often appears without the name of the company.

Pepsi’s brand history is another great example of how logos evolve while still paying tribute to company origins. The signature red, white, and blue combination comes from 1941, when the company changed the colors of its bottle cap to support America’s war effort. Since then, the Pepsi logo has used some mix of these colors, usually with a globe and swirl involved.

The most recent update to the logo in 2008 costed hundreds of millions of dollars, receiving heavy criticism from the design and business communities. However, for those that want to dive deeper, the rationale behind the redesign is quite interesting in itself.

Pepsi redesign

Regardless, Pepsi’s brand has continued to evolve while maintaining at least some element of nostalgia from the company’s history. Whether it is effective or not is a story that will continue to be debated.

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Personal Finance

Mapped: The Income a Family Needs to Live Comfortably in Every U.S. State

Families in expensive states require over $270,000 annually to live comfortably.

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A map showing the income that two working adults with two children need to live comfortably in each U.S. state.

The Income a Family Needs to Live Comfortably in Every U.S. State

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

Families in the top five most expensive U.S. states require an annual income exceeding $270,000 to live comfortably.

This visualization illustrates the income necessary for two working adults with two children to maintain a comfortable lifestyle in each state.

“Comfortable” is defined as the income needed to cover a 50/30/20 budget, with 50% allocated to necessities like housing and utilities, 30% to discretionary spending, and 20% to savings or investments.

The calculations for family income needed in each state were done by SmartAsset, using the cost of necessities sourced from the MIT Living Wage Calculator, last updated on Feb. 14, 2024.

Massachusetts Tops the List

Massachusetts is the most expensive state to live comfortably in, requiring a total family income of about $301,184. Hawaii ($294,611) comes in second, followed by Connecticut ($279,885).

Housing is one main reason Massachusetts is an expensive state to live in, particularly in the Boston area. In addition, the state also has a high cost of living, including expenses such as healthcare and utilities.

RankStateIncome for 2 working adults raising 2 children
1Massachusetts$301,184
2Hawaii$294,611
3Connecticut$279,885
4New York$278,970
5California$276,723
6Colorado$264,992
7Washington$257,421
8Oregon$257,338
9New Jersey$251,181
10Rhode Island$249,267
11Vermont$248,352
12Minnesota$244,774
13New Hampshire$244,109
14Alaska$242,611
15Maryland$239,450
16Nevada$237,286
17Virginia$235,206
18Illinois$231,962
19Arizona$230,630
20Pennsylvania$230,464
21Maine$229,549
22Delaware$228,966
23Wisconsin$225,056
24Utah$218,483
25Michigan$214,490
26Nebraska$213,075
27Georgia$212,826
28Montana$211,411
28Iowa$211,411
30Idaho$211,245
31North Carolina$209,331
31Ohio$209,331
33Florida$209,082
34Indiana$206,003
35New Mexico$203,923
36Wyoming$203,424
37Missouri$202,259
38North Dakota$202,176
39Texas$201,344
40South Carolina$200,762
41Kansas$196,768
42Tennessee$195,770
43Oklahoma$194,106
44Alabama$193,606
45South Dakota$192,608
46Kentucky$190,112
47Louisiana$189,613
48West Virginia$189,363
49Arkansas$180,794
50Mississippi$177,798

Meanwhile, Mississippi is the least expensive state for a family to live comfortably, requiring $177,798 per year. Arkansas ($180,794) comes in second, followed by West Virginia ($189,363). In common, all these states share low prices of housing.

Learn More About Cost of Living From Visual Capitalist

If you enjoyed this post, be sure to check out this graphic, which ranks the median down payment for a house by U.S. state.

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