Even before global marketing campaigns, television commercials, and social media, a company’s logo has been important. Over time, as businesses and consumers have changed, most major companies have also changed their logos dramatically. Still, some logos have had incredible staying power and have lasted for decades or even hundreds of years.
The world’s oldest logos have all retained some core visual element, although several have been noticeably altered. Stella Artois, for example, is recognized by several details of its icon. The horn and the star resting above the label are the features continually represented in the brand’s history.
Not surprisingly, the original intent behind a company’s icon may be mysterious to many consumers. In some cases, this is due to the logo predating the company’s current operations. Global energy conglomerate Royal Dutch Shell plc (NYSE: RDS-A) was originally a shipping company, transporting kerosene to India and returning with seashells to sell in Euro. The company selected a shell image as a result.
Paint company Sherwin-Williams (NYSE: SHW), on the other hand, chose to symbolize its business with an image of a bucket of paint poured over a drawing of the Earth, a somewhat more explicit representation.
Many companies use their longevity as a selling point to consumers in advertising and on corporate websites. Companies also emphasize that they remain connected to their founding principles, with key management often related to the brand’s inventor or the company’s founder. Twinings Tea and Peugeot, for example, still employ descendants of their original founders.
While many of these companies operate internationally, all are recognizable to American consumers. Some are industry leaders — Sherwin-Williams, Levi’s, and Heinz, for example, dominate U.S. markets. Peugeot, on the other hand, failed in the U.S. Many Americans, however, recognize the brand as virtually ubiquitous in Europe.
Based on a review of the world’s oldest companies, 24/7 Wall St. identified the 10 oldest corporate logos still in use today. In order to be considered, the logo had to currently have an international presence. The logo also could not have been meaningfully changed.