Costco, the common name for the Costco Wholesale Corporation and recognizable by its famous Costco logo, is a multinational corporation second in size only to Walmart as of 2015. The chain requires a membership fee for customers to shop at its warehouse clubs and is ranked in the top 20 of the Fortune 500 rankings of the United States corporations based on total revenue.

The Costco logo has evolved over the years as the company has grown from one store in Seattle, Washington, which opened in 1983, to more than 750 warehouse stores today.However, the logo has retained most of its distinctive features from the beginning, likely because of the company’s dedication to standing out visually and philosophically from other similar warehouse and discount brands. As you learn more about the Costco company, you will see how the Costco logo reflects the company’s stated mission and philosophy in salaries, employee recruitment and care, customer service, and strategic marketing.

About the Costco Brand

The first official Costco store opened in 1983, but the company’s history dates back an additional seven years thanks to a variety of corporate mergers with competitors like San Diego’s Price Club. The Price Club was founded by Sol Price and his son, Robert, who opened stores in old airplane hangars. The original Price Club warehouse is open today as Costco Warehouse #401, although all Price Club stores became Costco Wholesale stores over 20 years ago.

Statistics and Basic Information

Costco stores carry a variety of supermarket items and even luxury goods. In fact, in 2016, the company was the world’s largest retailer of

• Choice and prime beef 
• Organic food items
• Rotisserie chicken 
• Wine

Costco’s rotisserie chickens have their own fan page, and the company uses the attractive pricing on the birds to bring in customers. At one point, Costco estimated it lost between $30 million and $40 million annually to maintain their low $4.99 price on this product. The loss was worth it because of the increased member foot traffic the stores gained as shoppers came in to pick up their rotisserie chickens.Interestingly, despite its warehouse design and, on average, 13,000 square feet of sales space, Costco stores only stock about 4,000 unique products. This decision is based partially on the requirements Costco faces because of its wholesale pricing and partially on sales strategies based around the idea that customers buy more when there are fewer and rotating options.

Most Costco stores offer

• Produce
• Grocery items 
• Home design items 
• Electronics 
• Pharmacy services 
• Gas stations 
• Toys
• Discounted travel and other services 
• Food services, including pizza 
• Wine, beer, and sometimes liquor 
• Optical services 
• Business services and payment processing 
• Travel services 
• An auto program 
• Online photo services 
• Online shopping services, including emergency prep kits

Most customers do not realize Costco is one of the United States’ largest pizza chains with over 400 stores nationwide. The Costco food court also offers a discounted hot-dog-and-soda combo that has been priced at $1.50 for nearly 30 years. Non-members also ma not realize that they can shop without a membership if a member buys them a Costco cash card and that some airport security offices will accept a Costco card as proof of identity.

Costco Logo Design History

The Costco logo has remained remarkably consistent from the time of its founding. In fact, the biggest change the logo experienced was from the original Price Club logo, which featured a simple red background with a rounded, lower-right corner and white block lettering reading, “Price Club,” to the red block lettering reading simply “Costco.” Price Club also sometimes used blue block lettering on its warehouses.Since 1983, the Costco logo has had only three major adjustments.

Costco Logo from 1997 to the Present Day

When Costco made all Price Club and Costco warehouse stores Costco Wholesale stores, the logo evolved one last time. In 1997, the Costco logo was slightly enlarged, and the letters became thicker and blockier. Underneath, the word “Wholesale” was added, also slanted, and in all caps. Three blue lines balanced the word on the left side. This Costco logo has been in place since 1997 and is still used today.

Costco Logo Design Evolution

Because Costco is a multinational corporation, the company has opted to keep its logo consistent for more than thirty years. This helps the brand remain recognizable in more than a dozen countries, including

• The United States 
• Canada 
• Mexico
• The United Kingdom 
• Japan
• Korea
• Taiwan 
• Australia 
• Spain
• Iceland 
• France 
• Suriname 
• Bahamas

The company also plans to open a warehouse in China in 2019.

The Futura Font Family

Variations on the Futura typeface have been used in multiple logos, movie posters, and album covers. These include:

• Krispy Kreme logo
• Disney Junior logo
• DOPE logo 
• Au Bon Pain logo
• Occupy Wall Street 
• The Muppets 2001: A Space Odyssey
• The Love Boat

Interestingly, you cannot download the Futura font for use in designing logos for free, nor can you adjust it without permission. Futura is a commercial typeface designed by Paul Renner. It is available in multiple weights, of which the Costco logo has used several over the years, and Costco’s unique version is called Futura Extra Bold Oblique.Renner released the font in 1927 and based it on geometric shapes. The font uses references to the circle particularly heavily and was supposed to look modern. It was described at one point as “the typeface of today and tomorrow.” Given its long relationship with the Costco logo, this certainly appears to be true.

Costco’s Private Label Logos

Perhaps to make Costco’s custom services and signature brands more obvious, the Costco logo remains mainly red. This enables the company to add the word “Signature” in a cursive font to any signature brand. For example, Kirkland Water retained its original logo, with a black background and white block lettering, but added “Signature” below the Kirkland name to indicate the Costco partnership.

Red and White Coloring

Image via: Flickr

Red and white have been the basic colors in the Costco logo from the first version of the logo that debuted in 1983. However, the shades of red have been altered twice, once in 1993 and once in 1997, and a royal blue was added to the color palette in 1997. The blue color has not changed since its addition.

Background Evolution

Image via: Flickr

Sometimes, the Costco logo is featured on a black background instead of a white one. This is not particularly common, and the logo is still surrounded by a white outline to make the colors pop even when the rest of the background is black. For a brief period of time, Costco also tried placing the logo on a blue background, but this created a “discreet” look that make the logo less likely to stand out. A red background fared even worse as the “Costco” faded into the background even with the white outlines.

Conclusion: The Costco Logo Remains Constant

Costco has made a name for itself in a number of ways that differentiate it from other warehouse and discount companies. Costco boasts that an “entrepreneurial drive” characterizes Costco staff at every level. The company has also routinely opted to hire and promote from within, avoid hiring employees with traditional “business school” educational backgrounds, and offered higher wages and superior benefits than its competitors.Just as these practices have been consistent for the company since its inception, the Costco logo has remained largely constant. It seems likely it will remain so in the future as well.

Until just recently, fans of NASCAR racing have seen the same logo during televised races, on marketing materials, and displayed proudly on t-shirts since 1976. In December 2016, a new NASCAR logo was unveiled for the first time in over 40 years, and it started being used regularly in January 2017. Along with the logo change, NASCAR announced that the official title of the NASCAR cup will be the Monster Energy NASCAR Cup Series, which is sponsored by Monster brand energy drinks.

The stock car racing brand has undergone a few logo redesigns during its rich history. This article will take a look back through years of the NASCAR racing series, along with how the NASCAR logo has changed with the times. The brand has been driven to keep up with the trends through constant sponsorship updates. Those involved in the logo update believe it will bring the brand up to date while also paying homage to the image fans have come to associate with over 70 years worth of racing history.

About the NASCAR Brand

Image by skeeze from Pixabay 

When abbreviated, National Association for Stock Car Auto Racing spells “NASCAR.” The company promotes and operates over 1,500 auto races at over 100 tracks in the United States, Mexico, Canada, and Europe and is most associated with stock car racing. It began in 1948 under the leadership of Bill France Sr. Since 2003, his grandson, Brian France, has been the CEO. The headquarters is in Daytona Beach, Florida, and spectators in over 150 countries can watch NASCAR races on television.

Before Monster Energy in 2017, previous sponsors of the NASCAR Cup series were R.J. Reynolds Tobacco Company (Winston Cup) and Nextel/Sprint (The Chase/Sprint Cup). Drivers can win the cup by accumulating points on a system that has undergone several revisions since its inception. The driver with the most points when a season concludes is the winner. Some famous winners have been Richard Petty, Dale Earnhardt, and Jimmie Johnson.

NASCAR Logo Design History

Image by skeeze from Pixabay 

The original NASCAR logo was used from 1948-1955, and it has a look that is representative of that era. It features two minimalist, stylized cars facing off against each other, one on the left and one on the right. The backs of each car morph into a shape that looks like wings, to convey the notion of speed or movement, which is appropriate for a motorsport such as racing. A simple arched banner that contains the word “NASCAR” in black connects the two cars. Even in this earliest incarnation of the logo, one can see the formation of the lettering style used on today’s NASCAR logo.

Behind the two cars and NASCAR banner are two checkered flags that mirror each other and billow outward toward the edges of the logo. The checkers on the flags are red and white, and red is the only color (aside from black) featured on the original emblem. In between the flags, in arched, vintage type, are the words “National Association for Stock Car Auto Racing Inc.” This logo is far more complex than later versions and embodies the spirit of the time in which it was used.

The NASCAR logo underwent its first redesign in 1956, and that version was used until 1963. It features many elements of the previous logo, but those elements have been rearranged and more color has been added. The logo now features a predominant oval shape in golden yellow that is representative of a stock car racing track. The words “NASCAR International” in all caps flow in an arch inside the boundaries of the track.

The 1956 logo also features two facing cars and two about-facing flags just like its predecessor but with a few tweaks. The checkered flags are now smaller and in black and white and serve as ornaments for the two upper corners of the design. The two cars are now a burnt red color and slightly more angular than the ones used prior. The two cars sit on top of the track facing each other.

The NASCAR logo that was used from 1964-1975 once again utilizes similar elements from its predecessor. However, the racing track oval has been removed, and the colors have been simplified to blue, gray, and black. Like previous versions, two stylized cars with winged backs face each other, this time in gray with black outlining. They sit atop a vertical line pattern that resembles the grill of an older model car. The checkered flags are larger now and make up the middle background of the design.

Two blue banners connect the entire design together on top and bottom. The word “NASCAR” sits predominantly on the top banner, and the word “International” runs a bit smaller on the bottom banner. Overall, this version of the NASCAR logo appears to be a bit squashed vertically, which is an interesting design choice. Perhaps the compression of the cars makes them appear longer and leaner or as if they are going faster.

Then we come to the longest-lasting incarnation of the NASCAR logo so far, and also the one that most patrons of the brand will recognize. It ran from 1976-2016, and features the word “NASCAR” large and slanted forward as if it is moving quickly into the future. The type is straight-edged with angular corners on the letters and features a registered mark.

The white text sits on top of colored bars that change from left to right in an almost-rainbow sort of progression. The colored bars are also slanted themselves, giving the illusion of propelling the text forward down a race track.

This 1976-2016 NASCAR logo was far simpler than its predecessors, making the brand name the focus and easily recognizable to fans. The color choice on the slanted colored bars includes the colors from previous versions of the logo (yellow, red, and blue) with the addition of a purple/magenta color in between. In this sense, this logo honored the ones that came before it.

NASCAR Logo Evolution

Image by Mark Thomas from Pixabay 

It was the debut of a new NASCAR sponsor that prompted the logo redesign. This, plus a new series of rule changes in 2017 made the timing right for an updated look as the brand marches into its future. Jill Gregory and Peter Jung (Senior Vice President/Chief Marketing Officer and Managing Director of Brand and Consumer Marketing, respectively) worked together with Rare Design to develop the new NASCAR logo.

NASCAR understood that the previous logo was synonymous with the die-hard brand loyalty of its fans, and so the new logo retains many elements of the old. The updated NASCAR logo, even though different, is still easily recognized by fans. It is essentially a stripped-down and modernized version of its predecessor. NASCAR fans are notoriously resistant to change, and so the logo’s updates were intentionally discreet while still giving the brand a fresher look.

The updated NASCAR logo removed the slanted colored bars from behind the white text on the previous logo and shifted them toward the left of the NASCAR text. The colored bars still slant forward, giving the illusion of motion, which continues to be appropriate for a speed-driven sport. The logo keeps the primary colors of yellow, red, and blue, but the purple/magenta colored bar is now gone.

The NASCAR wording appears to be basically the same font with angled corners on the letters, and it slants to mimic the lean on the colored bars. Each letter now has an even space in between instead of some letters being joined like on the previous NASCAR logo. The text also appears to have been widened slightly, and a trademark symbol follows the letters instead of the registered mark.

The removal of the colored bars from behind the text allows the logo more versatility. The NASCAR wording can be either white or black, depending on whether the logo sits atop a light or a dark background when printed or displayed online. This was perhaps one intention of the designers since most modern companies desire logos that can be used easily in multiple applications.

There is a second version of the new logo that appears with the new sponsor’s branding. When the NASCAR logo is used in conjunction with Monster Energy, the Monster logo appears larger. The NASCAR-related text reads “NASCAR Cup Series” in all caps instead of just the singular “NASCAR” text.

Reaction to the logo seems to be mostly favorable with many fans not noticing a major difference. The revised NASCAR logo keeps its brand familiarity while successfully honoring the company’s history, which appears to achieve the goals of company officials with regard to the new design. The new logo is slightly more clear to read and seems a bit less dated than the previous incarnation.

Conclusion

Image from Wikimedia Commons

Overall, the NASCAR logo redesign is a success for the brand. The company is able to retain its brand loyalty among diehard fans with minimal criticism (if any). The “NASCAR” text is easier to read, and the slant of the colored bars and text appear to be pushing the name forward at an accelerated pace.

This gives it the same illusion of movement as the previous NASCAR logo while bringing the logo up to date and allowing it more versatile usage in print and digital design. An added bonus to fans would be the potential increase in value to previously purchased merchandise that sport historic versions of the emblem.

Mitsubishi’s logo is simple in a way that’s hard to understand. With minimal elements and basic colors, it shouldn’t seem special. Somehow, though, it immediately catches the eye and draws in the interest of the consumer. It’s minimalist to be sure, but not in a way that hides the company. Instead, the logo provides an image that simply works on a consumer level. Taking a look at how the Mitsubishi logo has evolved can say quite a bit about why such logos work in the marketplace.

Mitsubishi Logo Design Elements

The Mitsubishi logo is famously known as the three-diamond logo, though the modern iteration of the shape is actually three diamonds. The logo is a riff on a much older logo, but it actually pays off in some unique ways during the modern era. It’s a logo that certainly stands out as unique, but the use of the diamond shapes does help to ensure that the logo seems to stand for high quality.

The logo makes use of a deep red color as well, one that stands out in a sea of silver car badges. This makes Mitsubishi products easy to identify on the road and in stores. The logo also uses a custom font, helping to ensure that one can easily pick out something that’s coming from the company just by seeing the shape of the letters. It’s a fantastic piece of design work that really ties together the company’s image.

Changes and Evolution

1. Shape

The original Mitsubishi logo was incredibly close to today’s logo. The triple diamond pattern has been in play since the 1870s, but initially in a much thinner form. It’s a definite move towards modernity with the larger diamond shapes, but the individual shape played an important function as a combination of two different house symbols in Japan. The larger diamond shapes, on the other hand, play much better as a symbol on a vehicle as they are both easier to see and much easier to identify at a distance.

2. Color

Mitsubishi and red have always gone together, at least internationally. Again, this is likely a nod towards the necessity of making automotive designs easy to see at a distance. It should be noted, though, that the company frequently uses blue in its wordmark – especially in its native market. This helps this helps to provide a unified image within Asia, one that is as much about the company’s electrical manufacturing as it is about automobiles and motorcycles. As such, the split in wordmark color does make sense even if it stands out from the logo itself.

3. Font

The font choice for Mitsubishi is interesting, in that it’s not the original font of the company. As one might expect, the original font uses Japanese characters rather than English characters. As such, the move towards international markets in the 1960s necesstitated a change in how the company’s wordmark would be viewed. The simple, custom lettering helps consumers to identify the company’s official products without causing any difficulty in reading the name. It’s a solid way to make sure that the company stands out without being too difficult for consumers.

Influences/ Inspiration

The primary influence on the Mitsubishi logo is actually well-documented. It is a version of the Tsukomo Shokai  shipping company’s flag. This predecessor to the modern Mitsubishi company actually took its own inspiration from the crests of two Japanese houses, which helped to pay tribute to the contributions of both at the same time.

Mitsubishi’s logo definitely influenced many other Japanese motor vehicle makers. You can see elements of the design in Honda and Toyota’s simplicity, for example. The logo’s use of simple shapes and colors also extended internationally, with many car brands using something similar until moving on to more updated designs. Even so, the simplicity of the logo did help to contribute to the change in how vehicle badges would be designed across the world.

Trivia

• The predecessor of the Mitsubishi company was founded in the 1870s.
• Mitsubishi is made up of two words – Mitsu (three) and hishi (chestnut).
• Mitsubishi products are sold in over 140 nations.
• The modern Mitsubishi company started life as a steel supplier to the Japanese navy.
• Mitsubishi introduced Japan’s first four-wheel-drive car in 1936.

Conclusion

The Mitsubishi logo is a great update on a truly classic design. It took what worked from the distant past and updated it in a way that made it function in a modern era. It is a prime example of solid modernization and one form which other logo designers can learn when updating their own products. If you want to learn how to take a design from the past and bring it to the present, the three diamonds will help you.

Volkswagen is just one of the many car brands that have come out of Germany, but it is perhaps the most well-regarded when it comes to safety and dependability. Usually thought of as one of the ultimate vehicles in terms of sheer durability, it’s likewise has a range of vehicles that run from the incredibly sensible to the somewhat whimsical. As the brand has grown and changed over the years, so too has the brand’s logo. But examining what makes up the current Volkswagen logo and what has made up the logo in the past, it’s easy to get an idea of the image the company tries to project.

Volkswagen Logo Design Elements

The Volkswagen logo is right on the line between incredibly simple and fiendishly clever. The logo is nothing more than the company’s initials inside the circle, but those initials are arranged in a way that really helps to give the Volkswagen logo a sense of character. Not only are the V and W very easy to recognize, the stack of the two gives a sense of motion – something that’s very important for a car brand.

Of course, there’s more than just the letters in the logo. The primary color used in the logo is silver, which is a common color in a car badge as well as one that denotes luxury, while the secondary blue color denotes stability. While Volkswagen is not primarily known for being a luxury brand, it is known for its high-end engineering. The font chosen is unique but very readable, showing how Volkswagen is not only a high-end brand but one that’s also very sensible.

Changes and Evolution

1. Shape

Volkswagen doesn’t have the most pleasant history when it comes to its logo. The initial Volkswagen logo certainly did feature the well-known letters, but it also featured the Nazi flag in the shape of a swastika and a Nordic rune that was supposed to confer victory in battle. As one can imagine, the logo changed significantly after World War 2 – the logo became much closer to that of the present, albeit within a gear rather than a simple circle. 1945 through the present day would see the logo shape change incrementally, but not in any ways that are a wild departure from today’s logo.

2. Color

The biggest change in the Volkswagen logo after World War II is the coloring. The initial color of the logo was black and white, but by 1967 the company had switched over to largely using blue in most of its advertising. Blue and white would remain the colors throughout the rest of the company’s history, with the modern version being a darker, more computer-friendly version of the same. Once Volkswagen established an identity internationally, the color seems to have settled.

3. Font

Volkswagen’s font has essentially been the same since the beginning. The font size has grown significantly since the 1930s, though, likely in an attempt to enhance the company origins while downplaying its Nazi past. The modern version of the logo uses the same font, though, and it has become such a recognizable part of the brand that it is now hard to imagine changing.

Influences/ Inspiration

Volkswagen’s primary influence is perhaps the most negative part of its history. Being Nazi-derived and filled with Nazi symbolism, it’s amazing that the company has held on to as much of the logo as it has. It does, however, also take modern design cues from companies as varied as Honda and Dodge – simple, easy to identify logos that don’t distract from the lines of the vehicle.

At the same time, Volkswagen probably helped to define the logos of similar brands. It’s been such a presence in the car world that it’s hard to see a way that other car companies wouldn’t have taken at least some notes. While the letters are more in line with a examples such as the Honda logo or Toyota logo, it’s safe to say that the simplicity of the design carried over to many other car companies across the world.

Trivia

• The basic idea of Volkswagen, an affordable ‘people’s car’, was designed by Adolf Hitler.
• Ferdinand Porsche designed the first Volkswagen vehicle.
• Volkswagen was briefly under British control after World War II.
• Volkswagen used to give out bonds to babies born in Volkswagen Beetles.

Conclusion

Volkswagen has managed to pull its logo out of a very dark place. It shows that you can salvage what works, even if the problematic elements come from some of the darkest times in history. It’s to the company’s credit that it has figured out a way to rescue its logo and its overall image from something that would otherwise destroy an average company.