From Symbols to Social Media: The Evolution of Branding Through History
Published: May 14, 2025
Author: Liz Dowell
Strong brand identities are woven into everyday life, from McDonald's bold golden arches to LEGO's iconic red and white block lettering. For digital media major Megan Chapman, this familiarity sparked a deeper question: When—and how—did branding begin?
“I’ve always been fascinated by logos and why companies evolve them,” Chapman shared during her Common Day of Scholars presentation. “But I had no idea branding went back thousands of years.”
What began as a curiosity soon became a comprehensive exploration into how branding developed across five key eras: the Bronze Age, human branding, the Industrial Revolution, the 20th century, and today’s digital age. Chapman also conducted two case studies on brands close to home—McDonald’s and LEGO.
BRANDING BEFORE BUSINESS: ORIGINS IN THE BRONZE AGE
Contrary to her assumption that branding emerged in the 1900s, Chapman discovered its roots from 2000–3000 BC. In the Bronze Age, symbols were burned into livestock and property to mark ownership. Visual branding was vital in ancient societies, where most people were illiterate. Symbols became tools for identification, trust, and survival.
These early practices mirror today’s brand marks. “Even now, companies like Nike, Apple, and Starbucks are recognizable by their symbols alone,” she explained.
THE DARKER SIDE: HUMAN BRANDING
Not all branding had commercial intent. Chapman highlighted human branding throughout history—marking skin with hot irons for ownership, punishment, religious devotion, or self-expression. While this practice has evolved into symbolic body art or tattoos, it reflects branding's broader psychological and social roles. "Even our social media presence today is a kind of branding," Chapman noted. "We curate how we want to be perceived."
INDUSTRIAL AGE TO TRADEMARK ERA
The Industrial Revolution was a turning point. Mass production led to fierce competition, prompting companies to use logos, patents, and trademarks to stand out and protect their identity. Chapman cited Coca-Cola and Bell Telephone as pioneers in branding to build consumer trust and guard intellectual property.
“This era introduced legal safeguards and helped brands become more than just products—they became experiences,” she said.
THE 20TH CENTURY: BRANDS GO GLOBAL
With inventions like radio, television, and the Internet, branding expanded from labels to lifestyles. Chapman described how companies like Volkswagen and Chanel used design trends like Minimalism and Art Deco to shape perception. “Being the first of their kind gave these brands staying power,” she said.
Chapman also studied the work of legendary designer Paul Rand, whose minimalist logos for IBM and ABC remain relevant today. “His work proves that simple, intentional branding creates timeless recognition.”
IN THE DIGITAL AGE: STANDING OUT IN A SATURATED MARKET
Today, brands compete in a crowded digital space where the average consumer sees thousands of ads daily. Social media has become the new frontline. "Wendy's transformed its presence by roasting other brands on Twitter—people loved it because it felt relatable," Chapman said. "They didn't just advertise—they connected."
But the connection still begins with a strong logo. Chapman's case studies underscored this.
CASE STUDY 1: McDonald's
Founded in 1940, McDonald’s focused early on speed, efficiency, and family appeal. The golden arches, introduced in the 1960s, quickly became one of the world’s most recognizable symbols. “What’s fascinating is how little the logo has changed,” Chapman said. “They embraced simplicity and color psychology—yellow and red suggest happiness and appetite.”
Despite recent design shifts toward neutral tones in their restaurants, McDonald's core branding remains consistent.
CASE STUDY 2: LEGO
In contrast, LEGO underwent a chaotic evolution, changing its logo multiple times before landing on its current look. “They had to appeal to both children and parents, which made their audience more complex,” Chapman explained. After experimenting for decades, LEGO refined its visual identity into a bold, playful design that now holds global recognition.
Despite different journeys, both companies are branding success stories.
LESSONS FOR THE FUTURE
Chapman concluded by reflecting on her future career as a designer. “Knowing the history behind branding makes me more confident in guiding clients,” she said. “Sometimes, simpler is better—but it takes research and intuition to get there.”
She also addressed the role of AI in design. While some worry it may replace graphic designers, Chapman believes originality and emotional intelligence still separate human designers.
“At the end of the day,” she said, “brands succeed when they’re authentic. And that’s something AI can’t replicate.”
