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    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)
    Latest blog post

    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)

    From Coca-Cola’s lettering to the minimalism of Nike’s Swoosh: discover how five brands built recognizable visual universes and what lessons you can apply to your own branding projects A visual identity is much more than just a logo. Although the symbol or name may be the first thing that comes to mind when we think of a brand, true recognition stems from the coherent combination of many visual elements that work together over time. Colors, typefaces, shapes, illustrations, packaging, photography, graphic style, and even the way a brand adapts to new formats are all part of the same system. Brands that endure for decades do so not merely because they have an attractive logo. Their strength lies in the consistency with which they apply their identity at every touchpoint with the public. From an advertisement to a mobile app, from packaging to a physical store, each element helps reinforce a recognizable image. Analyzing the evolution of some of the world’s best-known visual identities helps us understand that good design rarely stems from a single brilliant decision. It is the result of a sustained strategy over time, capable of evolving without losing what makes a brand unique. In this article, we review five particularly relevant cases —Coca-Cola, Nike, Starbucks, LEGO, and IBM— to discover how they built memorable visual universes and what lessons can be applied to any branding project, regardless of its size.

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Maria Stylianopoulos
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Maria Stylianopoulos

@maria_arte_1

San Francisco, United States

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Maria Stylianopoulos

I am a recent graduate with a BFA in Textile Design. I use Procreate a lot.

Courses

  • Gouache: Paint Natural Worlds from Imagination. Illustration course by Cécile Berrubé

    Gouache: Paint Natural Worlds from Imagination

    A course by Cécile Berrubé

    Illustration

  • Forest Fantasy Illustration in Procreate & Photoshop. Illustration course by Natalie Andrewson

    Forest Fantasy Illustration in Procreate & Photoshop

    A course by Natalie Andrewson

    Illustration

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Course lists

  • Illustration Illustration Illustration

    Illustration

    A list by Maria Stylianopoulos

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  • Abstract

    Abstract

    A list by Maria Stylianopoulos

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Projects

  • Ice Cream. Vector Illustration, Drawing, Digital Illustration, Children's Illustration, and Digital Drawing project by Maria Stylianopoulos - 04.21.2026

Professional listing

  • Maria Stylianopoulos – @maria_arte_1
    • Arts & Crafts
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    • Textile Dyeing
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    • Upcycling
    • Weaving
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Schools

  • Academy of Art University

    Academy of Art University

    San Francisco, United States

    2019 - 2024


Joined June 2024
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  • Ice Cream. Vector Illustration, Drawing, Digital Illustration, Children's Illustration, and Digital Drawing project by Maria Stylianopoulos - 04.21.2026

    Ice Cream

    maria_arte_1

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