BayWa Logo

Source: https://www.90jahre-baywa.de.License: All Rights Reserved.

BayWa (BayerischeWarenvermittlung – "Bavarian Procurement of Goods") is a German company which operates in the agriculture, building materials and energy sectors. — en.wikipedia.org

Founded in 1923, BayWa got a new logo in 1972, designed by Otl Aicher. The before and after comparison shown below reminds me of Michael Bierut in Helvetica, describing the exemplary 1960s corporate identity redesign: "Instead of Amalgamated Widget founded 1857 it just would say: WIDGCO. In Helvetica Medium. Can you imagine how bracing and thrilling that was?" The only difference is that, in Bavaria, Helvetica didn't replace nuptial scripts and smokestacks, but blackletter and grain. And that it happened a few years later, of course.

Source: https://www.90jahre-baywa.de.License: All Rights Reserved.