The Evolution of Corporate Logos

Starbucks
After 40 years, the 16th century Norse siren in the coffee chain's logo has become queen. She now appears solo, making the logo "acultural," according to design scholar Mittal, and potentially more appealing abroad. The logo has also reached a tipping point where it's recognizable without text, something to which most big companies aspire. (See also Nike.)

• Circles and Swooshes