In this study we are seeking to discover the norms in the design of logotypes and how they havechanged over time. To achieve this we have chosen to analyze the logotypes of twenty companies withthe largest expenditure on advertising in Sweden. We mapped chosen design attributes within the logoto discover the similarities and then we selected the five oldest brands to analyze how their logos havechanged over time. The design changes in the logotypes over time is can be related to the changingattitudes of the general public and the designers ambitions to draw on convention to create iconic designthat will spark brand-recognition. However many changes can’t be directly explained through changesin convention. Logotype design is deeply connected with technology and foremost what optionstechnology can offer in the form of design. The digital revolution has impacted the norms of logotypedesign and we are now seeing that logotypes have adapted to the digital era. Later versions of populardesign software, enables designers (and also non professionals) to easily enrich logotypes using 3Deffectsand levels of gradients. Parallel to this evolution in design, we can draw a conclusion that theprinciples of a simplistic design, with fewer design elements, and the principle of versatility, has gainedground. Today’s logotypes need to have fever elements in order to be functional in really small sizes andversatile to be able to function in many different digital environments.