Historical development of logo design in terms of stylization

The logo is the first spokesperson and the most important visual identity element that tells who an institution or company is and what it does. Throughout history, technological developments, the events affecting social and cultural structure have profoundly influenced logo design, like all artistic activities. Although the increase in communication channels and globalization provided an advantage in terms of reaching the target audience, the increase in the number of companies present in the market, in a way, the massiveness of the competitive market, created an important obstacle for the brand to hold on. Standing out among the competitors and being preferred requires high persuasive power and this power is possible with an effective and simple logo. All living and non-living things are in a life cycle. The bond between the target audience and the brand weakens over time. In order to strengthen this bond, the most common method used by brands is to update the brand logo. In the thesis study, the historical evolution of the iconic logos of well-established brands from different sectors has been examined in terms of graphic art. It has been determined that today's logos of the mentioned brands have been simplified compared to the initial logos. The evaluations prove that visual simplification causes positive effects such as easy perception and recall in the target audience's memory. In the light of this information, it is aimed to create a resource that brands can use in their logo updates by sharing examples and personal studies on the stylization (simplification) technique in graphic art. Key Words: Design, Logo, Stylization, Typography, Colour