History of Logo Design

Walk Like an Egyptian
The idea for creating visual symbols to represent words and ideas has roots in ancient Egypt. Hieroglyphics was a formal system of writing where images such as eyes, stars, crosses, and other shapes were used to communicate. The messages would be carved on clay tablets or cave walls using reed styluses that were made from bamboo or other organic materials. The ink was created by mixing carbon black or pulverized ash with lamp oil containing a gelatin made of boiled donkey skin.

Source: firstpalette.com

Hieroglyphs were in the same vein as Sumerian cuneiform and were important for a number of reasons. The symbols, sculpted in stone on temple walls and public monuments, persevered moments in history, as well as ancient Egyptian stories. Artists and merchants at the time would carve their name or some other identifying mark into their work. This gave us our first glance at images being used to convey ownership, a concept that paved the way for the future of logo design.

When In Rome
The Romans were also using unique symbols to mark their products. The earliest cattle branding dates back to 2700 BC. Simple symbols were used to create pyroglyphics, a system borrowed from the Ancient Egyptians. The Romans would use hot irons to mark their livestock, helping distinguish their sheep, cows, swine, and other animals from those belonging to neighbors.

Source: ancient.edu

Aside from branding livestock, the Romans also created symbolic mosaics. These were important in commerce as they kept record of transactions. Clothes, food, tools, weapons, spices, and other items were represented with images. For instance, a merchant could print two fish on a tile after making a sale of salmon. Some of the images printed on tiles were so beautiful, they were eventually used to mark private buildings.

The Middle Ages: Religious Symbols and Family Crests

Symbols continued to be influential throughout the Middle Ages. Medieval Europe was a time where hierarchy was important in society. People were divided into different ranks, from nobles to clergy to royalty. Those with ruling power would mark their dynasty with an identifying family crest. If you're familiar with the show "Game of Thrones," you can think of the direwolf that's used to represent the Starks, the lion used to signify the Lannisters, or the fire-breathing dragon of the Targaryens. While they're fictional, these crests are based on real aristocratic emblems that were used during the Middle Ages. These designs were printed on shields and banners used in battle.

The Business Boom in the 19th Century

The most important moment in the history of logo design, and advertising as a whole, is the Industrial Revolution. It may seem like we always had a professional landscape, but business really started to flourish at this time. The Industrial Revolution paved the way for mass production of goods, easy transportation to and from factories, the need for product packaging, and innovative technology that made printing easier and faster than ever before. This meant rising businesses could create intricate logos and use them to decorate everything from magazine ads to billboards to promotional products.

Source: chromedelivery.com

Consumers had choices as to what drink, food, car, clothes, toothpaste, etc. they wanted to purchase. Logos were a way for these emerging businesses to stand apart from each other. Many of the early designs told literal stories of the product being offered. Take for instance the umbrella girl on Morton Salt. The company started in Chicago in 1848 and offered salt that didn't clump in humid weather, while competitors offered flakes. This differentiating factor is what determined the umbrella girl as their logo.

New Technology in the Industrial Revolution

Technology and business were packing a one-two punch that made branding more accessible than ever. In 1837, chromolithography, better known as color printing, was created by Louis Prang. More than 700 printers existed in the United States alone, including the metal lithographers from Coshocton, Ohio who specialized in advertising trays, signs, tobacco tins, and lunch boxes. These were some of the earliest promotional products on the planet!

Source: Johnson-Humrickhouse Museum in Coshocton, Ohio

Chromolithography branched off into offset printing about forty years later, which is another key process for printing company logos on materials. Magazine, newspaper ads, and billboards could now be run in color. This was big news for the major companies emerging on the scene at this time, including: Dr. Pepper, Heinz, and Levi's. They could print their logos on these advertising mediums and gain significant brand exposure.

Who Designed ACDC's Logo?

Gerard Huerta, a graphic designer from California, is one of the many people out there who create logos. He's been in the business for over forty years and has done work for Ted Nugent, The Ringling Brothers, Swiss Army, and Time Magazine, to name a few. One of his crowning achievements, however, is ACDC's iconic design.

Source: Gerard Huerta, Graphic Designer

Huerta originally designed the logo for the cover of their fourth studio album, "Let There Be Rock" in 1977. He found inspiration for the lettering in the first printed Bible from Johannes Gutenberg's printing press. The logo eventually transcended the cover, and became so massive and successful, that it was forever associated with ACDC. This also helped the band (who weren't as well-known at the time) catapult to stardom.

How Logos Have Changed Over Time

Every logo is different, and the best companies know to fixate on something that makes them distinct in their design. For instance, McDonald's used their golden arches because it was an architectural element of their first building, while KFC created the iconic Colonel Sanders based on a real person who could cook excellent chicken. KFC created the iconic Colonel Sanders based on a real person who could cook excellent chicken. Both used red because the color sends the subliminal message of increased appetite and urgency. You get the picture.