Logo Histories

Logo Histories

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Change is the only constant
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Change is the only constant

Freddi Jaggi & Gottschalk+Ash's 1973 logo for Claude Neon.

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Richard Baird
Sep 19, 2023
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Change is the only constant
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Freddi Jaggi & Gottschalk+Ash's 1973 logo for Claude Neon.

This post is supported by LogoArchive – The home of historical logos. Discover over 4000 of history’s greatest designs from the world’s finest designers. Updated every single day. Always find the logo inspiration you need for your next logo or branding project. Start here.


Claude Neon was founded in 1904 as E. L. Ruddy & Co. and operated as a outdoor advertising company in Canada. In its early years the company made wood signs, and expanded into large format electrical neon signs and billboards for large corporations and retail following World War II. After the consolidation of subsidiaries in the early 1970s, which would bring these under the name Claude Neon, Toronto-based design studio Gottschalk+Ash, under the the direction of Stuart Ash, were brought in to develop a new logo and corporate identity that would befitting the company and new era.

Reflecting on the company's business of outdoor advertising, which would change often and need to catch the eye, as well as the general “character of the reorganised company”, it was decided that Claude Neon's new corporate identity should be developed around the theme of ‘variations’ and the notion that “change is the only constant”.

Continue reading to see how designer Freddit Jager devised the new Claude Neon logo and in conjunction with colour and pattern, Gottschalk+Ash were able to bring to life.

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