Nip-Tuck: Logo Edition

DECEMBER 7, 2018

How do you keep your logo fresh without losing the strength of your company’s history?

Sometimes companies change their logos with abandon and lose (in my opinion) the nostalgia and legacy of their branding.

For example, DC Comics has reinvented its logo many times over the years:

But don’t you think they should have just stopped after the logo-zenith of 1976??

1. I may or may not have a tattoo of this logo since it’s also my comic-book-nerd-husband’s initials.

2. Thanks, Stan Lee, for the Marvel-ous memories. We miss you!

3. …and thanks, Logo Realm, for the image of DC’s logo history

Anyhoo, today I want to tip my logo-hat to Walgreens. They have refreshed their logo in a simple, yet genius way that holds on to the strength of their history, while drawing in a newer customer base, by making their logo relatable to a younger demographic.

If you do a little searchy-search of Walgreens logo history, you’ll see that while there are many iterations of the logo, two images and characteristics have been most enduring: the classic script of the name Walgreens and the stand-alone “W” from the same script, all in a bold red/white color scheme.

Most recently, Walgreens has gone from     to

Do you see what they did there??

They dropped their iconic “W” into a text bubble! They just tucked the little corner of the square behind it. To young people, it instantly becomes relatable as a social media icon. Communicating that Walgreens is accessible and in-tune with their needs as a store and a pharmacy. To old people (I’m in this group), we don’t even notice the change. Or we think it’s now folded like a greeting card. Either way…doesn’t matter! It’s still as much “Walgreens” as it ever was. Subtle, yet effective. Well done, Walgreens.