steve jobs talks about paul rand's design for apple corporation

logo design (40 tips)

new heaven railroad deisgn, herbet mayer, 1954

here.

each logo has a history

the history of xerox. and all the changes merely reflect the development ton the company from the late 1940s analog beginnings to the iconic 1961 chermayeff and geismar logo to the 1994 landor pixelated "X," to xeros's present incarnation. the lesson is that no logo can take care of all the possible instantiations in the development of a company -that is, unless the company purposefully intends to keep that identity.  my favorite? C&G!

if you care for logo design history? check this site.