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Around 1893, Caleb Bradham, a young pharmacist from New Bern, North Carolina, began experimenting with different soft drink mixtures. Like many pharmacists of those days, he served his customers refreshing drinks created by him. His most popular beverage was something he called “Brad’s drink” made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. In 1898, Caleb bought the trade name “Pepsi Cola” for $100 from a competitor that had gone broke. At the same time Bradham’s neighbor, an artist designed the first Pepsi logo. The instant popularity of this new drink led Bradham to devote all of his energy to developing Pepsi-Cola into a full-grown business. During decades Pepsi had its ups and downs but is now one of the world’s most famous brands, much like its rival Coca-Cola. In time, the Pepsi logo went through redesigning and modifications, now being the three-dimensional globe against an ice blue background the word Pepsi in the foreground. Pepsi has always been one of the most heavily advertised carbonated drinks, so much so that the Pepsi logo is marked in the minds of people across the globe and it no longer needs to be accompanied by its name. The symbol says it all.
This company was acquired by mechanical engineer Gerard Philips in 1891. The company produced coal thread lamps. In 1895 Gerard’s brother Anton also joined the business and took over the focus of commercial operations, while Gerard took a more technical focus. The two brothers worked long hours to see the business transform into Europe’s biggest lamp manufacturer, particularly as the lighting and electronics industry grew and evolved. The Philips Logo itself offers three wave lines and four stars which work together to symbolize the use of radio tubes and electricity. The logo was used in its first iteration in 1925 and was altered to a more circular look in 1938 with a bolder all caps name.
This popular gentleman’s magazine has been running since 1953, when it was first introduced by Hugh Hefner. The logo depicts the image of a hare because it has a funny and sexual connotation, and looks a bit playful with the bowtie. Hugh believed that the hare in the tuxedo was charming and amusing. By 1959 the brand was already so well known that when letters were sent with incorrect address to the Playboy business they were successfully directed to the correct location.
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This logo is the branding for the famous high quality sports car manufacturer Porsche. In 1952, as Ferry Porsche, the chief designer Komanda was commissioned to sketch a Porsche coat of arms that could be used as the logo. He incorporated a Stuttgart Coat of Arms animal and other elements from the local area into the first iteration. Upon registration, the logo was endorsed and then implemented on the bonnets of all vehicles from 1957 onwards.
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Total Design was established in 1963 by Friso Kramer, Ben Bos, Benno Wissing, Wim Crouwel and the Schwarz Brothers. This group of ambitious Dutch designers has set new benchmarks for product design, exhibition design, cultural design and identity design.The book written by Ben Bos presents the story of the studio’s golden period from 1963 to 1973 and it’s fundamental role in graphic design.
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