IBM: Rock Solid
Everyone knows the IBM logo. It's been around forever. Developed by the famous designer Paul Rand, the logo appeals to engineers. Yet the logo has evolved over time. The original logo used a different font and did not have horizontal lines. Thirteen stripes were added in the mid-1960s, later reduced to eight.
Yamaguma's take: "Like the stars and stripes, mom and apple pie, Americans need a sense of stability. Even though IBM is not the company it used to be, it still has the sense of strength, foundation and longevity. The logo gave IBM a rock solid look that stands the test of time."