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The Company Logotypes at the Turn of the Digital Age: a Case Study – Ibm, Apple, Kodak
Abstract:
This paper analyzes the evolution of corporate visual identity from the era of the "economy of scarcity" and print-first solutions to the contemporary "economy of abundance" and digital-first principles. Using the theoretical framework of David Harvey’s compression of space and time and Marshall McLuhan’s concept of the global village, the research explores how technological shifts - primarily the internet and mobile platforms - dictate morphological changes in logotypes. The focus is on the transition from complex, closed geometric forms to minimalist, adaptive solutions that enable instant visual communication. Through a comparative multiple case study, the paper examines how giants like IBM and Apple successfully transformed their identities to fit new media, in contrast to Kodak, whose visual and strategic identity collapsed due to inadequate adaptation to the digital paradigm. It is concluded that in the era of information hyperproduction, the reduction of visual expression becomes a key factor for market survival.
CITATION:
IEEE format
N. Mihailović, V. Cerić, M. Jevremović, “The Company Logotypes at the Turn of the Digital Age: a Case Study – Ibm, Apple, Kodak,” in Sinteza 2026 - International Scientific Conference on Information Technology, Computer Science, and Data Science, Belgrade, Singidunum University, Serbia, 2026, pp. 407-413. doi:10.15308/Sinteza-2026-407-413
APA format
Mihailović, N., Cerić, V., Jevremović, M. (2026). The Company Logotypes at the Turn of the Digital Age: a Case Study – Ibm, Apple, Kodak. Paper presented at Sinteza 2026 - International Scientific Conference on Information Technology, Computer Science, and Data Science. doi:10.15308/Sinteza-2026-407-413
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