How Corporate Logos Evolve infographic. This shows how recognizable logos have evolved over time. Logos like Shell and BMW have remained pretty much the same. Brands like Xerox, Pepsi, and IBM have modernized their corporate logos.
The Golden Ratio is key to aesthetic design. Although many designers today don't rely much on this concept, but it brings finesse and precise balance to logo designs. The golden ratio shows that there is maths involved in designing a persice logo