FROM OLIVETTI TO INSTAGRAM: A SHORT HISTORY OF MODERN BRAND DESIGN

Summary from the TLDR Design newsletter

Brand design evolved from humanity's earliest expressions of identity—such as cave handprints and symbols—into the sophisticated visual systems used by modern organizations. From early trademarks like Coca-Cola's red barrels and Persil's green packaging to pioneering corporate identities created by figures such as Peter Behrens for AEG, Olivetti, and IBM, brand design has increasingly focused on creating coherent, recognizable identities across products, communications, and environments. Today, digital technology and AI offer new possibilities for dynamic, adaptable visual systems, but successful branding still depends on human creativity, strategic thinking, and original design concepts.