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6 Most Long-Lasting Brands of America – Old Is Gold!

Categories: Famous logo design, Logo design, logo design tips
Written By: Nora Reed

In today’s world of corporate branding, several brands come and go. Only a few have managed to survive the test of times and still lead the brand race. But do you know the real secret of durable brands….their consistency of logo design. Brands that have stood for centuries have seldom changed their logo design. Uniformity of your logo plays a vital part in determining your brand’s recognition and recall.

Today, I would like to share with you the history and success story of 6 most durable brands of America. These brands have survived for over centuries without making any dramatic changes to their famous logos. Also, these long-lasting brands have made it to Wall Street’s list of most iconic logos. Some of these brands and logos date back to the 18th century, surviving through generations.


1. Coca-Cola – Spencerian Font:

Although Coke was created way back in 1886 by pharmacist John Pemberton as a drug but soon it turned out to be the most successful beverage of America. The Coca-Cola logo was created by John Pemberton’s bookkeeper, Frank Mason Robinson, in 1885. He came up with the name of the brand and selected the logo’s unique cursive typescript, known as Spencerian script. Although Coke’s packaging has witnessed several redesigns but changes to their logo have been minimal. This has been the secret to their long-lasting impression on their customers.

2. General Electric – Stylized Font:

General Electric is another brand that is counted among the top 10 brands of the world. Its original logo, displaying the stylized G and E, was used at the company’s foundation in 1892. It was later trademarked in 1900. All the way through its century old existence, GE made minor adjustments without altering the original style. The most noteworthy change was the addition of blue color to the background in 2004. This consistency in logo design played a major role in the durability and memorability of GE brand.

3. Vicks – Triangle Shape:

Vicks, invented in 1890s by pharmacist Lunsford Richardson, is another brand that has been existent for over a century. The brand and its products are now owned by Procter & Gamble. Its trademark was its triangle-shaped logo that has been flipped, colored, made solid and given a bold over the years. However, the triangular shape has remained constant. This was a crucial part that created brand recall of Vicks.

4. Quaker Oats – Quaker Man:

One of the oldest and popular food products of America has been the Quaker Oats. Its famous mascot, known as "The Quaker man", was registered in 1877. The Quaker Man signifies the value of State of Pennsylvania, home of many Quakers. In its entire 134 year period, the Quaker Oats logo has been altered only thrice. The first version of the logo showed the Quaker man holding a scroll with the word "Pure" on it. The image remained constant over a century only to transform into the smiling face on Quaker Oats products today.

5. The New York Times – NYT Font:

The New York Times is America’s most long-lasting and popular newspaper. It is famous for its font used in its logo which was created in 1851. In the 160 years of the tabloids presence, the logo has witnessed negligible changes, although the style of the font has been invariable. The most significant of changes was simplifying the name to The New York Times in 1857. Other minor change included the removal of ‘the period’ after the name in 1967.

6. Johnnie Walker – Striding Man:

Although European countries like France and Germany are eminent for its wine and whiskeys, Johnnie Walker is one American spirit that has stood among the top whiskey brands for centuries. The American whisky originated in 1820 as Walker’s Kilmarnock Whisky and was renamed to Johnnie Walker Whisky in 1908. Its logo design is famous for the "Striding Man" image, created by cartoonist Tom Browne. This image of a ‘walking man with top hat and cane’ has been the hallmark of Johnnie Walker brand and has constantly remained more or less the same. This consistency in logo design laid the foundation to long-lasting success of the brand.
If I missed any of your favorite brands which have been serving you for years, feel free to add it to the list here.

14 Responses to “6 Most Long-Lasting Brands of America – Old Is Gold!”

  1. M Says:

    Levi Strauss. I havn’t researched it, but it immediately came to mind as a brand that has been around a long time with minimal changes to it’s logo design.

  2. Sarah Farrukh Says:

    Coke Rockxxx my favorite ever

  3. J. Hendrix Says:

    Nice to see the evolution of these logo designs..

  4. Duncan Scott Says:

    Johnie Walker whisky is, of course, Scotch, and like all genuine Scotch whisky is made in Scotland, not America.

  5. Graphic Zen Says:

    Great Post…The comparison design between the past and the new design…The speed and innovation of Internet technology creates a variety of marketing opportunities for your business. Designing an interactive business website helps establish your brand and reputation. It may sound simple but getting the design right is a critical element to those who are new to online business.

  6. Ashish Deodhar Says:

    I would add Ford to this list. It’s another iconic American brand that has been around for a long time.

  7. Francois Gingras Says:

    How can a Scotch whisky (Johnnie Walker) be called “an American Whisky” ?

  8. classic action sports photography Says:

    It is amazing the commitment to the logo as part of the brand. So many companies these days this is is a good thing to rebrand. The reality is that a consistent brand is far better than a fancy new look.

    You can reband a product under the main brand or create sub brands that are associated with the main brand but leave you main brand alone and let it mature!

  9. SEO UK Says:

    The majority of these logos I believe have changed in a good way, and most of them are very similar however modernised. I particularly disliked the ‘striding man’ – I preferred the old one much more than the new version.

    Great post! I look forward to your posts, thanks for sharing.

  10. Manas Bhattacharya Says:

    I would love to add to the list Apple. The old logo of them was totally rubbish in my opinion, but i totally love the new one. :)

  11. Shawn Says:

    1st of all this is a nice and great post ,I preferred the old one much more than the new version………

  12. John Says:

    Since when is Johnnie Walker an American brand? It is, and has always been, a Scottish brand. Do some research!!!

  13. anonymous Says:

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  14. Maldune Says:

    Don’t forget about Altoids, It’s been around since 1780 :)

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