BBC’s visual identity didn’t evolve through constant logo changes, but through one decisive shift in 1946 — from mark to system. What organisations can learn from a brand built on structure, not reinvention.

A deep dive into the evolution of Spotify’s visual identity, colour system, UI accessibility considerations and brand culture.

Otl Aicher was born in Ulm, Germany, in 1922. Growing up in a politically turbulent time, he refused to join the Hitler Youth and even spent part of his youth in hiding. After the war, he studied sculpture and design at the Academy of Fine Arts in Munich, but his most important contribution would come not from his formal education but from his vision of design as a tool to rebuild and reimagine society.

When we consider the world’s most recognisable logos, corporate giants like Coca-Cola or Apple often spring to mind. Yet, some of the most influential symbols emerge not from boardrooms, but from the streets — clear, functional, and embedded in daily life. Few logos exemplify this better than London’s iconic roundel, the emblem of public transport that has silently shaped the city’s identity for over a century.

When we think of iconic logos, few reach the stratospheric recognition of NASA. Founded in 1958, the National Aeronautics and Space Administration quickly became a symbol not just of American innovation, but of humanity's quest to explore the unknown. Its visual identity has evolved alongside its missions, capturing shifts in technology, public sentiment, and even political context.

Switzerland is one of the few countries that has successfully built a strong and cohesive national visual identity. While many nations have flags and symbols that evoke their heritage, Switzerland took this a step further, creating a branding system that is instantly recognisable worldwide. The red-and-white colour scheme and the Swiss cross are more than just national symbols — they are hallmarks of quality, precision, and reliability. Unlike most other countries, Switzerland’s approach to a national identity was a deliberate effort, formalised in the mid-20th century. The Swiss Federal Council played a role in standardising the use of the Swiss cross, and designers from the renowned Swiss school of graphic design helped shape the country's visual narrative.

In 2025, Formula 1 celebrates its 75th anniversary—marking three-quarters of a century as the world’s premier motorsport series. Since its first official season in 1950, F1 has been the pinnacle of speed, technology, and competition. But alongside the evolution of the cars, circuits, and champions, its visual identity has also transformed, shaping how the sport is perceived by fans and sponsors alike.

Rand was heavily influenced by the European modernist movements, including the Bauhaus, Constructivism, and De Stijl. He admired designers like Jan Tschichold, El Lissitzky, and László Moholy-Nagy, whose work focused on clean, functional, and structured design. Rand’s approach to branding and logo design was rooted in simplicity, clarity, and the belief that “Design is so simple, that’s why it is so complicated.”