How Corporate Logos Evolve infographic. This shows how recognizable logos have evolved over time. Logos like Shell and BMW have remained pretty much the same. Brands like Xerox, Pepsi, and IBM have modernized their corporate logos.
typography is used/extended to create a literal wave in the "new wave" logo; wave could be placed with the rest of the words or used on its own as an alternative logo (or loading feature on a website, app, etc.